Argos
Christmas Nostalgia Research
December 2013

A Presentation Prepared For:
Research Methodology
2

A number of questions were placed on the Amárach Research September
omnibus. The omnibus survey is...
Sample Profile
3

(Base: All Irish adults aged 15+)

Sex

Age

Social Class

Region

%

%

%

%

16-24
Male

49

25-34

17...
MAIN FINDINGS
Christmas Stocking Traditions
5

(Base: All Irish adults aged 15+)

Higher Amongst:

%
Christmas stockings as well as
gift...
Opening Gifts on Christmas Eve
6

(Base: All Irish adults aged 15+)

Demographic for One/Some
One/Some
Yes – more
than one...
Time Woke Up on Christmas Morning
7

(Base: All Irish adults aged 15+)

11am: 1%

1am: *%

10am: 3%

2am: *%

9am: 7%

3am...
Intention to Keep up Tradition
8

(Base: All Irish adults aged 15+)

Demographic for Yes

Gender

%

No

Yes

Male
Female
...
Most Excited Age for Christmas
9

(Base: All Irish adults aged 15+)

Higher Amongst:
%
3 years old

2

4 years old

3

5 y...
Toys Associated with Childhood Christmas
10

(Base: All Irish adults aged 15+)

%

%

Board Games

44

%

Gameboy

15

Fur...
Favourite Christmas Board Game
11

(Base: All Irish adults aged 15+)

%
Monopoly

%
24

Snakes and Ladders

16

(15-24 : 3...
Board Games for This Christmas
12

(Base: All Irish adults aged 15+)

%

%

Monopoly

39 (45-54 : 48%)

Scrabble

22

Oper...
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Christmas Nostalgia Research
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Argos Christmas Research December 2013

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Consumer preferences for presents and memories about past Christmases.

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Argos Christmas Research December 2013

  1. 1. Argos Christmas Nostalgia Research December 2013 A Presentation Prepared For:
  2. 2. Research Methodology 2 A number of questions were placed on the Amárach Research September omnibus. The omnibus survey is a syndicated survey whereby clients can include questions within the survey. A total sample of 1,000 was achieved with quotas set on gender, age, social class and region to achieve a sample aligned with national population. Due to the high proliferation of the internet among the Irish population, the Amárach Research omnibus is completed fully online. Interviewing fieldwork dates were November 15th – 22nd.
  3. 3. Sample Profile 3 (Base: All Irish adults aged 15+) Sex Age Social Class Region % % % % 16-24 Male 49 25-34 17 Dublin 22 35-44 Female Munster 16 C2DE F50- 51 55+ 26 26 28 Conn/Ulster 18 48 19 45-55 Rest of Leinster ABC1 F50+ 28 52 Quotas were set to ensure that the sample attained is aligned to the Irish population, any sampling error is corrected with minor data weighting.
  4. 4. MAIN FINDINGS
  5. 5. Christmas Stocking Traditions 5 (Base: All Irish adults aged 15+) Higher Amongst: % Christmas stockings as well as gifts under the tree 46 Stockings at end of bed Stockings hung over bed 26 20 Stockings were next to the tree 15 None of these 15-24 (54%) , Dublin (52%) 55+ (48%) No differences 15 25-34 (15%) Nearly half of Irish adults had Christmas stockings and gifts under the tree as a child. Stockings were most likely kept at the end of the bed as a child although this is predominantly driven by those aged 55+ and is less popular among younger adults. (Q.1)
  6. 6. Opening Gifts on Christmas Eve 6 (Base: All Irish adults aged 15+) Demographic for One/Some One/Some Yes – more than one % Gender % 33 Region % Male 32 Dublin 33 Female 33 Rest of Leinster 35 13% None 20% 67% Yes – open one Munster Age 16-24 49 25-34 50 35-44 45-54 55+ 31 26 29 Connaught/ Ulster 35 Social Class ABC1F50+ 33 C2DEF50- 32 14 One third were allowed open one or more gifts on Christmas eve although this has become much more common with half of 15-34 year olds saying this applies to them but only 14% of 55+’s agree. (Q.2a)
  7. 7. Time Woke Up on Christmas Morning 7 (Base: All Irish adults aged 15+) 11am: 1% 1am: *% 10am: 3% 2am: *% 9am: 7% 3am: 1% 8am: 19% 4am: 2% 7am: 30% 5am: 9% 6am: 25% Three-quarters of Irish adults say they woke up on Christmas morning around 6-8am. Younger adults were waking up later with 39% saying they got up around 8 or later (versus 30% of all adults) while 74% of 55+’s got up around 7am or earlier (versus 67% of all adults). (Q.6)
  8. 8. Intention to Keep up Tradition 8 (Base: All Irish adults aged 15+) Demographic for Yes Gender % No Yes Male Female 15% % Region % 87 Age Dublin 84 Rest of Leinster 87 Munster 82 84 83 88 Connaught/ Ulster 25-34 85 Social Class 35-44 87 ABC1F50+ 85 45-54 84 C2DEF50- 84 55+ 85% 16-24 81 Over 8-in-10 Irish adults plan to keep their Christmas tradition alive with their own children. (Q.7)
  9. 9. Most Excited Age for Christmas 9 (Base: All Irish adults aged 15+) Higher Amongst: % 3 years old 2 4 years old 3 5 years old 55+ (18%) 13 6 years old 18 7 years old 45-54 (22%) 22 8 years old 15 9 years old 7 10 years old 9 35-44 (13%) 11 years old 5 Other 25-34 (12%) 45-54 (8%) 6 The peak age for Christmas excitement seems to 7, as mentioned by 1-in-5 adults. Over half (55%) said they were most excited between the ages of 6-8. (Q.4)
  10. 10. Toys Associated with Childhood Christmas 10 (Base: All Irish adults aged 15+) % % Board Games 44 % Gameboy 15 Furby 9 (14) Polly Pocket 8 (13) (12) Bike 35 Nintendo 14 Lego 34 (42) Scalectrix 14 (21) Care Bear 7 (23) T.M.N.T’s 7 Train Set 23 (35) Kitchen Playset 13 Barbie 22 (39) Bucharoo 11 Tiny Tears 6 Teddy bear 21 (21) Rubix Cube 10 Cabbage Patch Kid 6 Power Rangers 5 Crayola 18 (28) Etch-a-Sketch 10 Doll’s house 18 (32) My Little Pony 9 (16) Sylvanian Families 4 Walkman 18 Tamogotchi 9 (15) Beanie Babies 3 Action man 16 Star Wars 9 (14) Others (12) 4 (26) Board games are the toy most commonly associated with Childhood Christmas’, followed by bikes and lego. ( ) = Boys ( ) = Girls (Q.3)
  11. 11. Favourite Christmas Board Game 11 (Base: All Irish adults aged 15+) % Monopoly % 24 Snakes and Ladders 16 (15-24 : 30%) Game of Life 3 (55+ : 29%) Battle Ship 2 Draughts 7 (55+ : 16%) Pictionary 2 Scrabble 6 (55+ : 9%) Twister 1 Cluedo 5 (15-24 : 8%) Chinese Checkers 1 Connect Four 5 (35-44 : 8%) Frustration 1 Chess 4 (Males : 7%) Ludo 1 Trivial Pursuit 4 Other 2 Guess Who 4 (15-24 : 9%) Operation 3 (25-34 : 6%) (35-44 : 7%) None 7 1-in-4 Irish adults said Monopoly was their favourite board game to play at Christmas, while 1-in-6 said Snakes and Ladders (although this jumps to 3-in-10 among the over 55’s). (Q.5a)
  12. 12. Board Games for This Christmas 12 (Base: All Irish adults aged 15+) % % Monopoly 39 (45-54 : 48%) Scrabble 22 Operation 6 (55+ : 33%) Twister 5 Battle Shio 4 Game of Life 4 Cranium 2 Scattergories 1 Trivial Pursuit 16 (55+ : 22%) Connect Four 16 (35-44 : 24%) Snakes and Ladders 15 Draughts 13 (45-54 : 18%) Chess 10 Card Games 1 Guess Who 10 Other 3 Cluedo 9 None Pictionary 9 19 (Q.5b)
  13. 13. Argos Christmas Nostalgia Research

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