Consumer Snapshot - October 2015

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October 2015
Consumer Snapshot

www.ProsperDiscovery.com © 2015, Prosper®www.ProsperDiscovery.com © 2015, Prosper®
sentiment strategy
Disclaimer: Prosper Business Development and its affiliated companies (“Prosper”) make no warranties, either expressed or implied, concerning: data gathered or
obtained from any source; the present or future methodology employed in producing the statistics; or the data and estimates represent only the opinion of
Prosper and reliance thereon and use thereof shall be at the user’s own risk.
October 2015
Halloween

sentiment
consumer sentiment
confidence remains relatively even with
September at 44.5% versus 44.9% a month ago
very confident/confident in chances for a strong economy
{adults 18+}
Source: Prosper Insights & Analytics
13 month summary
while this month’s reading tracks a few points
ahead of Oct-14 (41.0%), it resides below the 13
month average (47.2%) and is the lowest reading
for the calendar year
with lower gas prices contributing to more
optimistic outlooks in late 2014/early 2015, stock
market volatility and other macro concerns
seem to be wearing on consumers
41.0%
50.5%
44.5%
30%
35%
40%
45%
50%
55%

sentiment
predict “more” layoffs over the next 6 months
{adults 18+}
employment outlook
nearly a quarter of consumers (23.6%) predict
“more” layoffs over the next 6 months, the
highest reading since Mar-14 (25.5%)
consumer sentiment
confidence remains relatively even with
September at 44.5% versus 44.9% a month ago
20.8%
22.1%
23.6%
19% 20% 21% 22% 23% 24%
More
Oct-14
Sep-14
Oct-15
13 month summary
while this month’s reading tracks a few points
ahead of Oct-14 (41.0%), it resides below the 13
month average (47.2%) and is the lowest reading
for the calendar year
with lower gas prices contributing to more
optimistic outlooks in late 2014/early 2015, stock
market volatility and other macro concerns
seem to be wearing on consumers

strategy
practicality & focus on needs
{adults 18+}
practical purchases
practicality catches up with declining
confidence, rising more than a point over
September to 37.4%
focus on needs
consumers’ focus on necessities increases
marginally, though still represents an 11% decline
year-over-year
those maintaining pragmatic purchase intentions
lower nearly 10% from a year ago
41.1%
37.4%
48.2%
42.6%
30%
35%
40%
45%
50%
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT

strategy
financial plans over the next 3 months
{adults 18+}
financial conservatism
plans to pay down debt and decrease overall
spending have edged off only slightly from Oct-
14, while intent to increase savings remains on
par year-over-year
0% 20% 40%
Pay down debt
Increase savings
Decrease overall
spending
Oct-14 Sept-15 Oct-15 practical purchases
practicality catches up with declining
confidence, rising more than a point over
September to 37.4%
focus on needs
consumers’ focus on necessities increases
marginally, though still represents an 11% decline
year-over-year
those maintaining pragmatic purchase intentions
lower nearly 10% from a year ago

Halloween
Source: Prosper Insights & Analytics/National Retail Federation
Halloween spending plans
{celebrants 18+}
spending plans
celebrants plan to spend $74.34 on costumes,
candy, décor, and cards in 2015, down slightly
from $77.52 in 2014
$64.82
$66.54
$56.31
$66.28
$72.31
$79.82
$75.03
$77.52
$74.34
$-
$10
$20
$30
$40
$50
$60
$70
$80
$90
2007 2008 2009 2010 2011 2012 2013 2014 2015

Halloween
plans to dress in costume
{celebrants by generation}
spending plans
43.5%
70.2%
48.1%
27.8%
16.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Key: Millennials (1983 – 1997), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (pre-1946)
costume creativity
while more than two in five celebrants overall
plan to dress in costume, Millennials are 60%
more likely to get in the spirit
from $77.52 in 2014

Halloween
sources for costume inspiration
{top ten for Millennials}
spending plans
Key: Millennials (1983 – 1997), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (pre-1946)
costume creativity
while more than two in five celebrants overall
plan to dress in costume, Millennials are 60%
more likely to get in the spirit
0% 10% 20% 30% 40% 50%
Online Search
Retail store/costume shop
Friends/Family
Pinterest
Pop Culture
Facebook
Print Media
Instagram
YouTube
Current Events
Adults 18+ Millennials
overall, online searches and retail
stores/costume shops remain the top sources for
costume inspiration
Millennials are much more likely to consult
multiple sources and are about twice as likely to
search social media outlets like Pinterest,
Facebook, Instagram, and Youtube
from $77.52 in 2014

Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
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Consumer Snapshot - October 2015

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