ShopperScape® Snapshot

Less Affluent Shoppers Fuel Growth in Holiday Shopper Base for Key RetailersJanuary 2013

© Kantar Retail 201304/10/23 2

Percent Shopped Key Retailers for Holiday Gifts(among holiday shoppers)

Note: arrows indicate a statistically significant year-to-year difference (95% confidence level)Source: Kantar Retail ShopperScape®, December 2011 and December 2012

© Kantar Retail 201304/10/23 3

2012 vs. 2011 PPD in Holiday Shopper Penetration, by Income*

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Read as: the percentage of “have not” shoppers who shopped for holiday gifts at Walmart was 1 ppt greater vs. last year; the percentage who purchased gifts at Walmart was 0.6 ppt less vs. last year.*”Have Nots” have an annual HH income of less than $60k; “Haves” have an annual HH income of $60k+.Source: Kantar Retail ShopperScape®, December 2011 and December 2012

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