FRESNO, Calif. - November 30, 2009 - For the second year in a row, market research firms KW Strategems and Decipher, conducted a survey in coordination with sampling solutions provider, Survey Sampling International (SSI), that unlocked interesting data on how Americans handle holiday stress. The survey also uncovered what gifts stand out as the most preferable to give and receive, which may help shoppers in the weeks ahead.
Within the survey, respondents were asked to rate their stress levels during the holiday season—defined as the end of November through the first part of January—on a scale from zero to 10 across five categories: health, fitness, weight, personal relationships and finances. In summary, the study indicated:
- Although still manageable, the stress meter is on the rise.
- On a 10-point scale, Americans rated their stress level at 3.64 points, slightly higher than 3.44 points in 2008. The increase was driven primarily from male respondents. - This year, the holidays have an increased personal impact on men.
- Since the 2008 findings, men have become significantly more concerned with how the holidays will affect their health and personal relationships. - Finances are the most likely cause of holiday stress.
- Two-thirds of Americans claim paying for the holidays is what stresses them out most.
- The current economy has a significant impact on the holiday stress level for one-third of Americans. - The holidays prove to be a more stressful time for women, an unchanged result from 2008’s findings.
- Seven-in-ten women (68 percent) are moderately or significantly worried about finances during the holidays, significantly higher than men (57 percent).
- Nearly one-half of women (45 percent) are moderately or significantly worried about their weight during the holidays, significantly more than men (31 percent).
To balance out the findings on what causes stress for Americans during the holidays, the study also asked respondents what strategies they’ll use to help combat stress. Slightly more than one-half of Americans (58 percent) said they’ll spend less money to reduce stress this season. Slightly less than one-half of Americans (45 percent) plan to stick to a budget.
“It’s been a challenging year for America in general,” said Sigal Kremer, co-founder of KW Strategems. “But Americans are resilient and have developed ways to cope. This year, for many, the strategy for getting through the holiday season is about spending less and sticking to a holiday budget.”
For more information contact:
Jennifer Fields
Savor Communications
jennifer@savorcommunications.com
1.503.201.1732