NEW YORK (AdAge.com) -- When it comes to holiday shopping, moms rely more on research than do women without kids, according to the most recent Mindshare Online Research study. BuzzBack Market Research and WPP's Mindshare polled 350 adults, half women and half men, in the first few weeks of December and found that 61% of moms research holiday gifts while less than half of non-moms (48%).
And in what should come to as a surprise to no one, the study also found that a majority of consumers don't plan on parting with as much cash as they have in years past, with 64% saying they intended to spend less on gifts this year than they have in previous years. And those who do make purchases are going to make sure they find the best deals. More than three-fourths of respondents stated they would shop around to make sure they are buying gifts at the best prices.More planning
"We heard people talk about being cautious and doing research ahead of time," Debbie Solomon, managing director, business planning at Mindshare. "But what we didn't hear was people saying they weren't going to be giving any gifts at all. People are still planning to give gifts this year but they're thinking about and planning their spending better."
But the study found that not everyone is looking for bargains. Less than 30% of consumers said they put money aside throughout the year to pay for holiday gifts.
Dads do their share
A majority (54%) of holiday shoppers said the internet is a critical to their shopping efforts and do the majority of their holiday shopping online.
And while more than three quarters (77%) of women said they do most of the holiday shopping in their households, more than doubling the amount of men (36%) who made that claim, nearly half (46%) of the men surveyed said they share equal responsibility for holiday shopping with another party in their household.
"Marketers looking at gift-giving messages should probably be talking to men as well as women," Ms. Solomon said. "Even though women are the primary shoppers, men like to feel like they do have a say so."