Consumer Snapshot October 2014

www.ProsperDiscovery.com
Consumer Snapshot
october 2014

www.ProsperDiscovery.com © 2014, Prosper®
sentiment
strategy
october 2014
Disclaimer: Prosper Business Development and its affiliated companies (“Prosper”) make no warranties, either expressed or implied, concerning: data gathered or obtained from any source; the present or future methodology employed in producing the statistics; or the data and estimates represent only the opinion of Prosper and reliance thereon and use thereof shall be at the user’s own risk.
halloween

sentiment
consumer sentiment
confidence cools from the near 7 year high reached in September to 41.0% in October
very confident/confident in chances for a strong economy {adults 18+}
Source: Prosper Insights & Analytics
13 month summary
while this month’s reading is a vast improvement over Oct- 13 (28.3%), it has fallen back into the holding pattern that has characterized much of 2014
28.3%
44.7%
41.0%
20%
25%
30%
35%
40%
45%
50%

sentiment
very confident/confident in chances for a strong economy {adults 18+}
not quite so recovered…
continuing the trend we’ve seen in previous months, October’s 41.0% is the highest October confidence reading since the Great Recession
however, this month’s figure lands nearly four points below pre-recession Oct-07
consumer sentiment
confidence cools from the near 7 year high reached in September to 41.0% in October
13 month summary
while this month’s reading is a vast improvement over Oct- 13 (28.3%), it has fallen back into the holding pattern that has characterized much of 2014
44.8%
41.0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Oct-07
Oct-08
Oct-09
Oct-10
Oct-11
Oct-12
Oct-13
Oct-14

strategy
practicality & focus on needs
{adults 18+}
practicality, focus on needs
consumers send a few mixed signals in October, with fewer citing practicality and more focusing on needs compared to September
46.2%
41.1%
51.7%
48.2%
30%
35%
40%
45%
50%
55%
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT

strategy
practicality & focus on needs
{adults 18+}
while both indicators have declined compared to recession-era Oct-09, each remains elevated from pre- recession Oct-07
38.6%
48.8%
41.1%
47.1%
56.0%
48.2%
20%
25%
30%
35%
40%
45%
50%
55%
60%
Oct-07
Oct-09
Oct-14
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT

strategy
financial plans over the next 3 months
{adults 18+}
while both indicators have declined compared to a year ago, each remains elevated from pre-recession Oct-07
financial planning
paying down debt remains consumers’ fiscal priority
20%
25%
30%
35%
40%
Pay down debt
Decrease overall
spending
Increase savings
Oct-07
Oct-09
Oct-14
plans to decrease overall spending have tapered off since the Great Recession, but remain elevated from pre- recession levels
increasing savings is of rising importance for consumers, however more willing to take on some credit card debt
Consumer Behavior and Economic Update: Expectations for this Holiday Season and Beyond: ProsperDiscovery.com

halloween
halloween spending plans
{celebrants 18+}
$48.48
$59.06
$64.82
$66.54
$56.31
$66.28
$72.31
$79.82
$75.03
$77.52
$-
$10
$20
$30
$40
$50
$60
$70
$80
$90
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Source: National Retail Federation, Prosper Insights & Analytics
celebrants plan to spend $77.52 on costumes, candy, décor, and cards in 2014, up slightly from $75.03.

halloween
plans to dress in costume
{celebrants 18+}
45.8%
25%
30%
35%
40%
45%
50%
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
costume creativity
perhaps with Halloween falling on a Friday this year, a record percentage of consumers plan to dress in costume
witches, princesses, and pumpkins among the top costumes for adults, children, and pets

halloween
0%
20%
40%
Online search
Retail store or costume shop
Friends/Family
Print media
Pop culture
Facebook
Pinterest
Current events
Habit/Wear the same…
Twitter
Blogs
where will you look for inspiration for halloween costumes for yourself, your child(ren), and/or your pet(s) this year? {celebrants 18+}
costume creativity
online searches, costume shops, and friends/family are consumers’ top sources for inspiration

halloween
costume creativity
where will you look for inspiration for halloween costumes for yourself, your child(ren), and/or your pet(s) this year? {celebrants by generation}
online searches, costume shops, and friends/family are consumers’ top sources for inspiration
most likely to win best costume?
majority of Gen X-ers (54%) and Millennials (76%) celebrants plan to dress in costume
0%
10%
20%
30%
40%
50%
60%
Online search
Retail store or costume shop
Friends/Family
Print media
Pop culture
Facebook
Pinterest
Current events
Adults 18+
Millennials
Gen X
for more: NRF.com/Halloween

thanks
visit ______________________to access:
Consumer Snapshot InsightCenter™
PowerPoint Slides
…and more
Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
ConsumerSnapshot.com
Messier 82 image source

Consumer Snapshot October 2014

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