What American Consumers Do on the Weekend.ppt

Article by: Bradley Johnson 16 May 2005 Presentation by: Diana Gordon

• • Young adults most often feel more exhausted and depressed to be back at work then rejuvenated.

The 50-somethings are re-energized and ready to get back to business.

• • • A survey of 1,000 people showed the weekends are most often filled with shopping, chores and family activities.

In fact, 55% feel that they spend their weekends doing what they what they want to do.

need to not 47% do their grocery shopping on the weekends.

• • The weekend shoppers most typically shop at discount stores such as Target, Wal-Mart and Kmart.

But with increased disposable income, membership warehouse stores such as Costco and Sam’s Club were frequented.

• • Most adults- whether single or married, with or with out children, urban or rural all agree that the weekend is important for family time.

On the weekends, family dinners are ranked number one as the most important family activity.

Relaxing with family or spending time with spouse.

Watching TV Exercising • TV is not typically in the scheme for an ideal weekend.

• • • • 51% felt exhausted after their weekends.

39% felt recharged after their weekends.

Among young adults, 51% are ready to get back to work.

But 41% are depressed about Monday.

• • • • •

For discount stores, this means that their ads should target the shopper with a lower disposable income with ads for the weekend.

Warehouse stores should target those shoppers with higher disposable income, also for the weekend.

Also, due to almost half completing shopping during the weekends, these stores should take advantage by having sales and specials over the weekend.

This could also be a reason for the Sunday ads that fill newspapers.

Could also increase mail advertisements towards the end of the week.

• • • • http://www.adage.com/news.cms?newsId

=45036 www.target.com