- Amid reports of a ho-hum holiday season, you really have to wonder about current consumer mindset. After a strong turnout Black Friday weekend, Hurricane Sandy hit, we witnessed tragedy in Sandy Hook, while those on Capitol Hill literally left us hanging on the fiscal cliff. Retailers continued to give consumers what they really wanted – deals, deals, and more deals – but ultimately it appears that practicality and a focus on needs were at the forefront of consumers’ thoughts as we approached December 25. To top everything off, NBC revealed record ratings for its Christmas Eve showing of It’s a Wonderful Life…coincidence? Perhaps not.
- We at BIGinsight tallied up all of the votes in the lively “Hot or Not?” segment for the whole of 2012 to see which of the 145 trends, personalities, and events really got consumers (Adults 18+) buzzing last year. And while items like holiday shopping online and the New Apple iPad landed high in the rankings, the top 10 list points to consumers focused more on what really matters:
- #10 NFL (Sep-12)*
Football: America’s new favorite pastime? With its top ten ranking, the NFL is certainly giving Major League Baseball (Apr-12, #46) a run for its money. The Giants-Patriots match-up for Super Bowl XLVI (Jan-12, #19) finished within the top 20 this year; however, it was the Packers-Steelers bout in Super Bowl XLV that took top honors in this list back in 2011.
#9 New Apple iPad (Mar-12)
At #9, Apple’s third iteration of its popular iPad was the top tech gadget we polled in 2012, while the more recent releases of the Apple iPad Mini (Nov-12, #25) and Kindle Fire HD (Oct-12, #27) – which sparked the great tablet debate – ranked lower in our list overall.
#8 London Summer Olympic Games (Jul-12)
Fresh off of 2011’s royal wedding, the British invasion of sorts continued for Americans in 2012 with the London Olympic Games. Ranking higher than any other athletes on our lists, swimming superstars Michael Phelps (Aug-12, #21) and Ryan Lochte (Aug-12, #36) proved that they were certainly the pride of the yanks.
#7 Farmers’ Markets (Jul-12)
Perhaps it’s because they offer fresh fare or maybe it’s their “shop small” charm, but at #7, Farmers’ Markets were hit among consumers getting back to the basics this year, though Community Gardens (Aug-12, #81) and Gluten-free Diets (Jul-12, #106) didn’t rank quite so highly.
#6 2012 Presidential Election (Sep-12)
While those of us residing in the swing states couldn’t wait for the endless barrage of phone calls, mailers, and commercials to end, this year’s Presidential Election was certainly very important to all who exercised their right to vote.
#5 Coupons (Jun-12)
Indicative of a consumer group prioritizing budgeting, practicality, and – most importantly – saving money, Coupons scored a top five position in this year’s list. Note to retailers and manufacturers: keep ‘em coming in 2013.
#4 Voting (Nov-12)
You lose your right to complain when you don’t exercise your right to vote…right? Whether their candidate won or lost the election, Americans set precedence on voicing their opinions this year.
#3 “Made in America” Products (Jan-12)
While they may be few and far between, at #3 on our list, “Made in America” Products seem to be what consumers prefer. Or perhaps it’s logical reasoning for boosting our sagging unemployment rate…
#2 Holiday Shopping Online (Dec-12)
Arguably one of the few bright spots for retailers over the past holiday season (gift cards were pretty popular as well), shopping online – whether via a traditional computer/laptop or a mobile device – just clicked with consumers this year. With free shipping offers abound, gift givers were able to skip crowded malls, long checkout lines, and stock-outs in favor of cruising the web for the big bargains, competitive pricing, and compelling customer reviews from the comfort of their couches. However, with Holiday Shopping in Stores (Dec-12) landing at #15, it appears that plenty of Santas still preferred to shop the old fashioned way.
#1 Thanksgiving (Nov-12)
While the Black Friday shopping tradition is increasingly encroaching on the fourth Thursday of November, consumers are seemingly taking a stand on the Thanksgiving holiday, placing it atop our list this year. (Giving Thanks was #2 last year.) It’s a Wonderful Life, right?
* The month/year each item was asked is denoted in parenthesis (MMM-YY).
The “Hot or Not?” segment in our September survey was full of current events, personalities, and [my favorite] fall fashion trends. But what trumped the royal family, fantasy football, and peplum tops?
The 2012 Presidential Election.
I guess, though, it would be a little disturbing if the 9,000+ consumers who completed this month’s survey were more excited about the next generation Wii U than the race to the White House. #priorities
Fall’s arrival also has consumers gearing up for the 2012 NFL season as well as fantasy football leagues. And, despite its recent political controversy, Chick-fil-A is still a winner with fast foodies:
In other news, it appears that Prince Harry’s recent antics in Las Vegas only served to endear him further with Americans at large. The royal, now serving in Afghanistan, bested big bro Prince William in our poll this month. Lance Armstrong – with his own “Did he? / Didn’t he?” doping drama – found himself in an unfamiliar position toward the end of the pack this month.
With half the population – i.e. men – finding little to get excited about here, fashion trends typically find themselves in “ice cold” territory. However, it does look like ladies’ best bets for fall are entrenched in the more preppy territory with hunter green and blazers topping vegan leather and peplum tops.
I’m grateful, though, that women under 35 are more psyched about the faux leather movement: while my husband recently gave my leather-like coated denim a big thumbs down [the term “80s groupie” was used], this is a trend I’m planning to stick with…anything to keep you young, right?
For more on what we found “Hot or Not?” for the month of September, plus other consumer highlights, check out this month’s video briefing:
© 2012, Prosper®
BIGinsight™ is a trademark of Prosper Business Development Corp.