Trend Spy: November
Each month, we ask respondents in our Consumer Intentions & Actions® survey if latest trends, newest gadgets, and even “it” personalities are Hot or Not. The Hot or Not List is generally comprised of input from our respondents, gathered in the previous month’s CIA® survey.
We publish the overall results in the monthly Executive Briefing (see the November results here). In a nutshell, adults in general voted Giving Thanks, Black Friday, Tablet Devices, and Cyber Monday as the hottest trends for November, respectively.
But what’s hot is really dependent on age and gender, doesn’t it? What a teenager believes to be totes cool might not be the bee’s knees to a grandparent. (For the record, if you had to look up “bee’s knees” or “totes,” you probably have a completely different view of what’s hot or not).
This month, though, let’s Trend Spy on younger adults. Some of our findings were quite surprising when we compared data for younger men (aged 18 to 34) to younger women (also 18 to 34). For instance, who would’ve thought that young men would say that Black Friday was hotter than Tablet Devices? Eight out of ten (80.1%) cool dudes voted one of biggest shopping days of the year as hot, compared to 67.3% for Tablets. Guys for Black Friday even outnumbered the young ladies (75.0%). Perhaps retailers are missing the boat a hot demographic here…
Besides Black Friday and Tablets, younger men also named Giving Thanks (65.9%), Cyber Monday (58.9%), and Occupy Wall Street (45.6%) in their top five. In contrast, the hottest item for young women was Giving Thanks at 82.5%…so these ladies are 25% more likely to vote for Giving Thanks than their male counterparts, who are busy giving thanks for Black Friday. Three out of four (75.0%) women 18 to 34 also voted Black Friday as hot, followed by Tablet Devices (69.1%), Cyber Monday (56.9%), and [swoon] Twilight: Breaking Dawn (52.1%).
P.S. For more on Black Friday, stay tuned for our upcoming BIG on the Street post, where we’re planning to bring you highlights from our Black Friday excursion. With 152 million people planning to shop this weekend, it should be interesting.
For more information on this data, please contact BIGinsight™.
Source: Consumer Intentions & Actions® Survey – NOV-11 (N = 8502, 11/1 – 11/8/11)
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