Survey Reveals Consumer Spending to Be Flat This Holiday Season – But More Online

Burst Media, (, a leading provider of advertising representation, services and technology to independent Web Publishers, today released the results of a survey focused on consumer’s 2009 holiday spending outlook. Administered last month to over 2,300 adults 18 years and older, the survey found that 62.8% of consumers plan to spend the same or cut back on their holiday purchases compared to 2008. Although consumers plan to hold tight with their spending this holiday season, 85.3% of respondents will shop online.

Given prevailing economic concerns, it is not a surprise that only 14.6% of respondents expect to spend more this holiday season than they did in 2008, while one third (32.7%) expect to spend less and 30.1% expect to spend about the same as they did last year. Interestingly, women will be more frugal than men this holiday season with 38.1% planning to spend less on gifts and entertainment, compared to 27.3% of all men. All income segments will trim holiday spending this year with 29.5% of respondents reporting household income (HHI) of less than $35,000 cutting holiday spending, as will almost half (46.3%) of households reporting HHI of $35,000-$75,000, and nearly one-third (31.3%) of households reporting HHI of $75,000 or more.

The Internet has undoubtedly become a go-to holiday shopping resource. Despite the fact that 63% of consumers express concern over credit card security when making an online purchase, seven out of ten (69.3%) still plan to make an online holiday purchase. Consumers will also use the Internet to “window shop”. The most popular online window-shopping activities are comparing different retailers to find the best price (56.8%), and comparing the features of different brands (55.3%).

The Burst study also found that there does not seem to be a clear start to the holiday shopping season as only one out of ten (13.6%) respondents consider “Black Friday” (the day after Thanksgiving) to be the official kick-off.

“There is no denying that consumers will be shopping online this holiday season, and it is clear that the holiday shopping season for consumers has no definitive starting point,” said Chuck Moran, Chief Marketing Officer for Burst Media. “This provides an incredible opportunity for marketers to spread their holiday message on the Internet this year. Advertisers can start building awareness now, and quickly change to a more seasonal action as the holidays approach.”

About Burst Media

An online media and technology company founded in 1995, Burst Media ( is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst’s extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit or call 781.272.5544.