We decided to use the power of Crimson Hexagon to study the behavior of consumers' use of tax refunds. What you learn when you start to listen can be surprising. We discovered that an overwhelming 65% actually had plans to go shopping with their refunds, so we dug deeper. Overall, the report was good news for retailers with 65% of tweeters having immediate spending plans for their refund.

1. Brand Advocates spend 2x
more than average customers
and recommend or share 2 to
4 times more than an
average customer.
82% OF AMERICANS PLAN TO SPEND THEIR
17% 14% 11% 11%
10% 7% 7% 5%
P O W E R E D B Y
C R I M S O N H E X A G O N
S O C I A L I N S I G H T S
B Y I Q A G E N C Y
TAX$
Where’s America really
spending their extra
cash? Geeking out on
gadgets. According to our
sample, 14% of tweets
mentioned purchasing
electronics with tax
refund money.
Your tax refund sure looks
good, which is why you’ll be
wearing it! 11% of tax-time
tweeters are headed straight
to the mall with their fat
stack of cash. After all, the
only thing that looks better
than a big check is that
perfect pair of shoes.
There’s nothing like filing
taxes to make you long for a
beachside retreat. According
to our study, 7% of tweeters
are ready for take off and
headed on vacation with their
tax refund.
According to personal
tweets, 11% of
Americans will be driving
away from this tax
season! Some purchased
a vehicle, others made
car payments and some
made repairs.
Small tax refund? It
seems a number of folks
are eating and drinking
their feelings.
Approximately 10% of our
sample tweeted about
treating themselves to
food and drinks with their
tax refund.
For some tweeters a
night on the town is the
perfect way to chase
away the tax blues. 7%
of our sample mentioned
purchasing tickets for
special events or dates
with their extra cash.
According to our survey,
responsibility loves
company. Approximately
17% of tax-time tweeters
used their refunds to pay
bills or student loans.
TAX
TABLETS
SHOPPING
SPREE
RETURN
ON RPMs
super saver
PAYING
THE BILLS
a night
out
economical
escape
taxable
tunes
just
desserts
Though a small group,
these tweeters make
some noise.
Approximately 5% of our
survey group sent tweets
about spending their tax
refund on musical
instruments or other
music-related items.
TAX REFUND
65%
35%
150people
50% 2x
BUY
PAYBILLS
SAVE &
18%the deets
You’re ready to give yourself a gift — a few
months down the road anyway. According to
our sample, 18% of tweeters put their tax
refunds straight into savings accounts or
investments so it can keep on giving.
A LOOK AT HOW AMERICANS
are spending their
When consumers share what they’re buying with their Twitter followers,
that’s good news for businesses. Here’s why:
@CADEPILBEAM@PTHOMP22 @ARIKIA
Got my tax refund! Too bad
its only $152 dollars... but
at least that means I can
buy weed! :D #happystoner
Hmmmm… Go buy a
new Xbox? Or be
responsible and not
spend some of my
tax refund?!
say “word of mouth”
recommendations including
social posts influenced car,
technology or electronic
product purchases
According to Forrester,
each time a consumer posts social
content it reaches an average of
What’s more American
than celebrating my
tax refund than by
buying stupidly
overpriced cocktails at
a midtown hotel bar?
Americans took to Twitter to talk about their
taxes in 2013. Here’s what they had to say:
a
ccording to Deloitte, March 2010
accordingtoS.Rado
ff Associates
TAX REFUNDS
ACCORDING TO TWITTER
G E T S O M E I N S I G H T S O F Y O U R O W N AT W W W. I Q A G E N C Y. C O M