December 2013
Respondent profile
2
About the respondents
GENDER
AGE
(n=597)
(n=597)
16 - 24 yrs
5%
Average age = 42.4 years
MALE,
29%
25 - 34 yrs
25%
35 - 49 yrs
FEMALE,
71%
40%
50+ yrs
ETHNICITY
HIGHEST EDUCATION LEVEL
(n=597)
ASIAN / INDIAN
COLOURED
(n=597)
SOME HIGH
SCHOOL
6%
BLACK
22%
3
7%
MATRIC
11%
36%
DIPLOMA
WHITE
REFUSED
29%
44%
18%
UNIVERSITY
DEGREE
POST
GRADUATE
DEGREE
34%
12%
11%
About the respondents
PROVINCE
LANGUAGES FLUENT IN
(n=597)
(n=597)
English
GAUTENG
94%
50%
Afrikaans
KWAZULU-NATAL
14%
WESTERN CAPE
NORTHERN CAPE
16%
1%
isiZulu
FREESTATE
MPUMALANGA
LIMPOPO
NORTH WEST
I LIVE OUTSIDE SA
4
7%
13%
Sesotho
9%
Sepedi
8%
Setswana
8%
isiXhosa
EASTERN CAPE
58%
6%
Siswati
3%
German
3%
Other
3%
Xitsonga
2%
Ndebele
2%
Tshivenda
2%
Portuguese
2%
French
1%
Dutch
1%
2%
3%
3%
2%
2%
About the respondents
MARITAL STATUS
NUMBER OF PEOPLE AT HOME
(n=597)
(n=597)
SINGLE WITHOUT CHILDREN
One
12%
6%
Average Number of people = 3.9
Two
SINGLE WITH CHILDREN
20%
9%
Three
LIVING WITH PARTNER
WITHOUT CHILDREN
19%
Four
2%
27%
Five
LIVING WITH PARTNER WITH
CHILDREN
13%
6%
Six or more
MARRIED WITHOUT
CHILDREN
15%
8%
NUMBER OF CHILDREN BELOW 18 YEARS AT HOME
(n=597)
MARRIED WITH CHILDREN
54%
None
DIVORCED WITHOUT
CHILDREN
42%
1%
One
DIVORCED WITH CHILDREN
22%
5%
Two
WIDOWED WITHOUT
CHILDREN
WIDOWED WITH CHILDREN
5
25%
0%
Three
3%
7%
Average Number of children = 1.1
Four or more
4%
About the respondents
PERSONAL MONTHLY INCOME BEFORE TAX
HOUSEHOLD MONTHLY INCOME BEFORE TAX
(n=508)
(n=597)
R1 to R3 999
R4 000 to R7 999
R1 to R3 800
4%
R3 800 to R8 900
14%
R8 000 to R14 999
27%
R15 000 to R24 999
24%
R25 000 to R49 999
R50 000 plus
6
19%
12%
8%
9%
R8 900 to R19 000
R19 000 to R30 000
27%
20%
R30 000 to R50 000
18%
R50 000 plus
18%
Spending
7
Economic outlook
SA ECONOMY PROSPECTS FOR 2014
It will
weaken,
41%
It will
improve,
26%
PERSONAL FINANCIAL PROSPECTS FOR 2014
Weaken
22%
Improve
47%
Stay the
same 31%
It will stay
the same,
33%
How do you feel about the prospects for the SA economy in
2014?
8
How do you feel about your personal financial prospects in
2014?
Festive season spending trend
EXPECTED SPEND COMPARED TO LAST FESTIVE
SEASON
FESTIVE SEASON PLANNED VERSUS ACTUAL SPEND
Spend
Less, 9%
More, 16%
Spend to
plan 35%
Less, 51%
The Same,
33%
Compared to the last festive season, do you expect to spend
more, same or less?
9
Spend
More, 56%
During the festive season do you usually spend more,
same, less than you expected to?
Debt incurred over festive season
LIKELIHOOD TO INCUR DEBT OVER THE FESTIVE
SEASON
Definitely
Probably
Unsure
Probably not
5%
FEELINGS ABOUT THIS DEBT
Definitely / probably incur debt over the festive season
I will be able to
manage it
18%
I am a bit worried
about it
20%
15%
30%
How likely is it that you will incur debt as a result of your
spending over the festive season?
10
29%
27%
I am very worried
about it
Definitely not
56%
How do you feel about this debt?
Budget and expected spend
SPEND BUDGET FOR THIS FESTIVE SEASON
AMOUNT EXPECTED TO SPEND MORE THAN USUAL
FOR THIS FESTIVE
Less than R1 000
15%
No, 15%
R1 000 - R2 499
Yes, 85%
R2 500 - R 4 999
R5000 or more
Will you budget for your spend over this festive season?
11
35%
20%
30%
How much more than your usual monthly spend do you
expect to spend this festive season?
Cutting back on festive season spend
CUT BACK ON PERSONAL EXPENSES TO FUND
PURCHASE OF GIFTS
AREAS OF SPEND CUT BACK
Gifts
27%
Yes, 49%
Food and drinks
Both
10%
No, 51%
62%
If you wanted to cut back on your festive season spend,
would you be inclined to cut back on gifts or on food and
drinks?
12
Do you expect that you will cut back on personal expenses
to fund the purchase of gifts?
Festive season gift buying
STARTED BUYING GIFTS ALREADY
WHEN THE FIRST GIFT WAS BOUGHT
Started buying gifts already
3rd week Nov
23%
2nd week Nov
13%
Yes, 41%
1st week Nov
8%
No, 59%
4th week Oct
12%
Further back in time
Have you started buying gifts already?
13
When did you buy the first gift?
45%
Festive season food & drinks shopping
STARTED BUYING FOOD & DRINKS ALREADY
WHEN THE FIRST FOOD & DRINKS WERE BOUGHT
Started buying food & drinks already
3rd week Nov
Yes, 22%
21%
2nd week Nov
22%
1st week Nov
20%
No, 78%
4th week Oct
Further back in time
Have you started buying food and drinks already?
14
7%
29%
When did you buy the first festival season food and drinks?
Payment method and savings
PAYMENT PLAN FOR ITEMS BOUGHT FOR FESTIVE
SEASON
Mostly cash
63%
Some cash, some
on credit
Mostly credit
33%
No, 49%
Yes, 51%
5%
How do you plan to pay for the things you buy for the
festive season?
15
SAVED MONEY TO SPEND THIS FESTIVE SEASON
Have you saved or put aside money to spend on this festive
season?
Influence of store account and loyalty programmes
LIKELIHOOD TO SHOP WHERE YOU HAVE STORE
ACCOUNT
Very likely
22%
Not sure
24%
Not likely
I don't have any
accounts with stores
Very likely
20%
Quite likely
19%
15%
How likely will you be to shop at the stores where you have
an account rather than at other stores?
16
LIKELIHOOD TO CASH IN ON LOYALTY POINTS
34%
Quite likely
25%
Not sure
21%
Not likely
I don't belong to any
loyalty programme
15%
4%
How likely are you to cash in loyalty points to buy things for
the festive season?
Bargain hunting and spend proportions
EXTENT OF ACTIVELY SEEKING BARGAINS FOR
FESTIVE ITEMS
PERCENTAGE SPEND ON FESTIVE ITEMS
Food
Very likely
41%
51%
Gifts for kids
Quite likely
Not sure
Not likely
Not at all likely
11%
5%
1%
To what extent will you be actively seeking bargains when
shopping for festive season items this year?
17
21%
31%
Gifts for adults
18%
Drinks
Decorations
14%
6%
Roughly what percentage of your spend will be on …?
Shopping
18
Shopping for food
AMOUNT EXPECTED TO SPEND
STORES
CHECKERS
50%
PICK N PAY
SUPERMARKETS
47%
WOOLWORTHS
39%
SPAR
Less than R1 000
19%
R1 000 - R1 999
28%
R2 000 - R3 999
33%
32%
R4 000 or more
FRUIT & VEG CITY
(FOOD LOVERS'…
28%
SHOPRITE
20%
How much do you expect to spend on food?
21%
EXPECTED SPEND VERSUS LAST YEAR
PICK N PAY
HYPERMARKETS
17%
MAKRO
14%
GAME (FOODCO)
FRIENDLY GROCER
OTHER
More,
27%
7%
1%
Same,
54%
4%
This season where will you shop for food?
19
Less,
19%
Is this amount more, same or less than last year?
Shopping for alcoholic drinks
AMOUNT EXPECTED TO SPEND
STORES
Less than R1 000
TOPS (SPAR)
70%
24%
R1 000 - R1 999
PICK N PAY LIQUOR
19%
22%
R2 000 - R3 999
MAKRO
R4 000 or more
16%
10%
2%
How much do you expect to spend on drinks?
LIQOUR STORE
(CHECKERS)
ULTRA LIQUORS
13%
EXPECTED SPEND VERSUS LAST YEAR
8%
Less,
27%
OTHER LIQUOR
STORE
16%
I DON'T BUY
ALCOHOLIC DRINKS
This season where will you shop for alcoholic drinks?
20
More,
17%
39%
Same,
56%
Is this amount more, same or less than last year?
Shopping for gifts
STORES
AMOUNT EXPECTED TO SPEND
Less than R1 000
40%
R1 000 - R1 999
21%
R2 000 - R3 999
25%
R4 000 or more
14%
How much do you expect to spend on gifts?
EXPECTED SPEND VERSUS LAST YEAR
Less,
37%
More,
23%
Same,
40%
This season where will you shop for gifts?
21
Is this amount more, same or less than last year?
Most appealing deals
Discounted selling price (20% off)
64%
Free gift with purchase (Buy X and get a free Y)
46%
Extra loyalty / reward points (earn extra points by
buying X)
45%
Volume discount (buy 2 and get one free)
37%
Multibuy offer (buy 3 for the price of 2)
25%
Competitions for prizes (enter and go into a lucky
draw)
19%
Extra fill (20% extra for free)
14%
Bundled deal offer (buy an X, and Y and a Z at a
great price)
12%
Mystery discount (roll a dice to determine the
discount you get)
9%
None of these
9%
Which types of deals appeal to you most?
22
Expect to buy gifts from craft markets
Yes, 35%
No, 65%
Do you expect to buy any food or gifts from craft markets?
23
Gifting
24
For whom the gifts will be bought for
My children
70%
My spouse
58%
My parent/s
42%
Other family
38%
My friends
23%
My domestic employees
20%
My grandchildren
16%
My work colleagues
12%
A gift for myself
12%
My business employees
I don't buy gifts for festive season
2%
5%
For whom will you be buying gifts this festive season?
25
Number of gifts to be bought at amount planned to
spend
Table 58: How many gifts will you be buying
for ...?
Average
My spouse
3.2
My children
4.4
My grandchildren
3.3
My parent/s
1.7
Other family
4.7
My friends
3.9
My work colleagues
3.6
My domestic employees
1.8
My business employees
3.6
A gift for myself
1.4
Note – Only asked of those who buy or will buy gifts
26
Table 59: What is the most you plan to spend on a close
family member’s gift?
Most amount planned to spend on gifts
Average
R741.20
Table 60: What is the least you plan to spend on a close
family member’s gift?
Least amount planned to spend on gifts
Average
R259.70
Types and categories of gifts likely to be bought
PROPENSITY TO BUY MORE PRACTICAL GIFTS THAN
LUXURY GIFTS
CATEGORIES OF GIFTS LIKELY TO BE BOUGHT
Clothing
56%
Toys
Very likely
48%
28%
Books
Quite likely
29%
30%
Gift cards
28%
Perfume
28%
Chocolates
27%
Music and DVD's
23%
Homewares /…
Not sure
33%
23%
Jewellery
20%
Beauty products
18%
Gadgets
Not likely
6%
Games
Food and liquor
Not at all likely
3%
Compared to past years, do you think that you will buy more
functional or practical gifts rather than frivolous or luxury
gifts?
27
Note – Only asked of those who buy or will buy gifts
16%
15%
9%
Cash
8%
Cellphone
8%
5%
Computer / tablet
Which of these categories of gifts are you likely to buy?
Most wanted personal gifts
Clothing
25%
Perfume
25%
Gift cards
23%
Jewellery
20%
Books
18%
Homewares / appliances
17%
Computer / tablet
17%
Cash
16%
Beauty products
14%
Music and DVD's
12%
Gadgets
10%
Chocolates
10%
Cellphone
10%
Photographic
7%
Experience (eg.helicopter flip etc.)
5%
Games
3%
Food and liquor
3%
Toys
Other
2%
9%
What gifts do YOU want to receive this season?
28
Eating, drinking and partying
29
Eating out over the festive season
FREQUENCY OF EATING OUT OVER THE FESTIVE
SEASON COMPARED TO A NORMAL MONTH
EXPECTED SPEND ON EATING OUT OVER THE
FESTIVE SEASON
Less than R250
More,
23%
R250 - R499
29%
11%
Less,
39%
R500 - R749
24%
Same,
38%
R750 - R1 499
R1 500 or more
Do you expect that over the festive season you will eating
out more, the same or less often than you do in a normal
month?
30
18%
19%
How much do you expect to spend on eating out over the
festive season?
Festive season dinner and plans for New Year
AMOUNT EXPECTED TO SPEND ON FESTIVE DINNER
WILL HAVE FESTIVE SEASON DINNER
Will have festive season dinner
No,
13%
Nothing
5%
Less than R500
31%
R500 - R999
37%
Yes, 87%
R1 000 or more
WHERE FESTIVE SEASON DINNER WILL BE HELD
27%
PLANS FOR CELEBRATING NEW YEAR
Will have festive season dinner
Quiet evening at home
At home
47%
64%
Nothing
At other family's home
26%
27%
Dinner party
At friends
11%
2%
Big party
At a restaurant
Other
31
4%
3%
8%
Public event
Restaurant
7%
2%
Expectations for the festive season
EXPECTED TO DRINK AND DRIVE
EXPECT TO GAIN WEIGHT
Drink alcohol
Definitely
10%
Definitely not
Probably
33%
Unsure
Probably not
Unsure
5%
Probably
4%
23%
Definitely not
10%
Definitely
EXPECT TO DRINK MORE ALCOHOL THAN USUAL
4%
Probably
Unsure
22%
6%
Probably not
Definitely not
I don't drink alcohol
32
14%
25%
Probably not
Definitely
77%
21%
16%
31%
1%
Online, mobile, marketing and
communication
33
Factors influencing festive season shopping
Ads on TV
40%
Store leaflets and catalogues
38%
In store promotions
34%
Ads in newspapers
28%
Ads in community papers
20%
Ads on the radio
13%
Shopping mall product demonstrations
12%
In store sampling
12%
Ads in social media
10%
Ads on web pages
4%
In store screens
4%
Ads in the Cinema
None of these
1%
24%
Which of these are likely to influence you on your festive season shopping?
34
Online research for festive season shopping
USE THE INTERNET FOR INFORMATION ABOUT GIFTS
CATEGORIES OF GIFTS LIKELY TO RESEARCH ONLINE
Will do online research about the gifts
Toys
40%
Music and DVD's
35%
Books
30%
Gadgets
30%
Homewares / appliances
30%
Clothing
Yes, 45%
No, 55%
24%
Perfume
17%
Jewellery
17%
Computer / tablet
17%
Games
16%
Cellphone
Beauty products
11%
Photographic
11%
Gift cards
7%
Food and liquor
7%
Experience (eg.helicopter flip)
Chocolates
Do you think that you will search the internet for
information about gifts you are thinking of buying?
35
15%
5%
3%
What categories of gifts are likely to research online?
The role of the internet
RESEARCH PRICES ONLINE WHILE IN RETAIL STORE
CATEGORIES OF GIFTS WOULD CONSIDER ORDERING
ONLINE
Books
36%
Music and DVD's
Yes, 29%
No, 71%
30%
Toys
19%
Gadgets
13%
Games
13%
Homewares / appliances
13%
Clothing
11%
Computer / tablet
8%
Perfume
USE SOCIAL MEDIA TO HELP MAKE GIFT PURCHASE
Yes, 29%
No, 71%
Gift cards
6%
Jewellery
6%
Cellphone
6%
Beauty products
5%
Photographic
5%
Food and liquor
3%
Experience (eg.helicopter flip)
3%
Chocolates
Other
36
7%
2%
14%
Travel and activities
37
Festive season travels
GOING ON HOLIDAY OR STAYING HOME
Going
away, 24%
REASONS FOR GOING ON HOLIDAY
Going away on Holiday
Staying at
home, 76%
Get away with the family
53%
Visit relatives
30%
Visit friends
HOLIDAY DESTINATION
15%
See new places
10%
Other
10%
Going away on Holiday
In SA
Abroad
Sea cruise
38
88%
8%
3%
The Holiday will cost
an average of R12 528
in total
Engage in a specific activity
(Like skiing or sailing)
7%
Traditions and religions
39
Importance of religion and festive activities
IMPORTANCE OF RELIGION OVER THE FESTIVE
SEASON
Very important
OBSERVED TRADITIONS
58%
Put up decorations
72%
Put up a tree
71%
Eat traditional Christmas
foods
Quite important
26%
Not very important
11%
62%
Phone family members
living far away
59%
Listen to Xmas music
58%
Go to your place of
worship
58%
Open presents under the
tree
Not at all important
2%
56%
Wake up early on
Christmas morning
53%
Sing carols
35%
Send Christmas cards
I am not a religious
person
3%
How important is religion to you over the festive season?
40
27%
Won't do any of these
5%
Over festive season will you ...?
Giving back
41
Giving back to the community this festive season
SHOULD WE GIVE TO PEOPLE WHO HAVE LESS THAN
US
WILL YOU GIVE CASH TO THE NEEDY?
3%
Yes - It's part of the
joy of the giving
season
Yes , 47%
No, 53%
No - everyone should
look after themselves
and their families
97%
WILL YOU GIVE GIFTS TO THE NEEDY?
WILL YOU GIVE YOUR TIME TO THE NEEDY?
No, 20%
No, 41%
Yes, 59%
Yes, 80%
42
Factors influencing gift purchase
Locally produced
39%
Part of my spend will go to causes I believe in
28%
The company gives back to the community
Product is made in a sustainable way
Local materials / ingredients
27%
20%
18%
None of these
When you purchase gifts, which of these (if any) would influence the gifts you choose?
43
36%
Companies that give back to the community
COMPANIES THAT GIVE BACK TO THE COMMUNITY
THE MOST
44
COMPANIES THAT GIVE BACK TO THE COMMUNITY
THE LEAST
For more information on WhyFive Products contact Stuart Lowe
on 083 443 8111 or Stuart@WhyFive.co.za