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Understanding American Weekend Habits: Balancing Chores, Shopping, and Family Time

A survey of 1,000 Americans reveals how weekends are often filled with chores, shopping, and family activities rather than leisure. While 55% of respondents feel that their weekends are spent doing necessary tasks rather than enjoyable ones, family time remains a priority with family dinners being the top activity. Young adults (18-24) often report feeling exhausted by their weekends, leading to a mixed bag of emotions about returning to work on Mondays. This insight can inform retailers' advertising strategies, targeting audiences based on disposable income and weekend engagement.

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Understanding American Weekend Habits: Balancing Chores, Shopping, and Family Time

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  1. What American Consumers Do on the Weekend Article by: Bradley Johnson 16 May 2005 Presentation by: Diana Gordon

  2. Monday Morning Blues? • 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.

  3. The Survey… • 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 need to not what they want to do. • 47% do their grocery shopping on the weekends.

  4. Shopping • 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.

  5. Family Time • 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.

  6. Top Three Things to Do This Weekend • Relaxing with family or spending time with spouse. • Watching TV 2. Exercising • TV is not typically in the scheme for an ideal weekend.

  7. Those 18-24 Years Old… • 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.

  8. Implications • 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.

  9. Sources • http://www.adage.com/news.cms?newsId=45036 • www.target.com • www.kmart.com • www.yahoo.com

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