The document discusses consumer sentiment and spending trends heading into the 2016 holiday season. It finds that consumer confidence remained flat in November at 42.7% prior to the election. While confidence was lackluster, consumers are still planning to spend on practical holiday needs. On average, individuals plan to spend $796 on gifts, décor, cards, food and flowers, down slightly from last year. When accounting for self-gifting, total holiday spending is forecast to be $936, up 4.4% year-over-year. Of note, Generation X is the only group with a positive spending outlook, planning to spend $46.6 billion on gifts.

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November 2016
Consumer Snapshot

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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.
November 2016
holiday

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sentiment
consumer sentiment
leading up to Election Day, sentiment
remained flat month-over-month as 42.7%
continue to feel confident/very confident in
the economy
very confident/confident in chances for a strong economy
{adults 18+}
Source: Prosper Insights & Analytics
this month’s reading rests two points below
the 13 month average (44.5%)
47.5%
42.7%
36%
38%
40%
42%
44%
46%
48%

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sentiment
very confident/confident in chances for a strong economy
{adults 18+}
Source: Prosper Insights & Analytics
historical perspective
pre-election anxiety seems to have put a
damper on sentiment leading into the all-
important holiday shopping season, as
confidence declines nearly 5 points
year-over-year
this month’s reading also represents a 15%
decline from Nov-06
consumer sentiment
leading up to Election Day, sentiment
remained flat month-over-month as 42.7%
continue to feel confident/very confident in
the economy
this month’s reading rests two points below
the 13 month average (44.5%)
50.3%
47.5%
42.7%
0%
10%
20%
30%
40%
50%
60%

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strategy
practicality & focus on needs
{adults 18+}
practical purchases
while confidence remained lackluster, it seems
consumers are gearing up for holiday spending
focus on needs
likewise, shoppers’ focus on just what they need
declines from last month as well as November
2015
Source: Prosper Insights & Analytics
in November, 37.9% indicate that they’ve
become more practical with purchasing, down
a point from October and lowering slightly year-
over-year
41.7% indicate they are zeroing in on just what
they need when at the store, slightly below the
13 month average (42.4%)
38.1%
37.9%
43.5%
41.7%
30%
32%
34%
36%
38%
40%
42%
44%
46%
I have become more practical and realistic in my purchases
I focus more on what I NEED rather than what I WANT
this month’s reading is in line with the 13 month
average (37.5%)

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holiday 2016
planned spending per person*
gifts, décor, cards, food & flowers
holiday spending plans
on average, holiday shoppers plan to spend
about $796 on gifts, décor, cards, food, and
flowers in 2016, down slightly from last year’s $819
* Estimated Actual Spending 2006 - 2015Source: Prosper Insights & Analytics
$500
$550
$600
$650
$700
$750
$800
$850

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holiday 2016
planned spending per person*
gifts, décor, cards, food & flowers + SELF SPENDING
the grand total
add in the presents shoppers are buying for
themselves, and consumers plan to spend
$936 on holiday season
“self gifting” is a bright area in this year’s
spending forecast, up 4.4% y/y
Source: Prosper Insights & Analytics * Estimated Actual Spending 2006 - 2015
$400
$500
$600
$700
$800
$900
$1,000
Gifts, Décor, Cards, Food & Flowers Self Spending
holiday spending plans
on average, holiday shoppers plan to spend
about $796 on gifts, décor, cards, food, and
flowers in 2016, down slightly from last year’s $819

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holiday 2016
Source: Prosper Insights & Analytics, U.S. Census Bureau
planned gift spending by generation
in billions
Gen X to save the season?
Gen X is the lone generation holding a positive
year-over-year spending outlook
Millennials (1983 – 1998), Gen X (1965 – 1982), Boomers (1946 – 1964), Silent (pre-1946)
Millennials
$29.3 billion
21%
(20% LY)
Silent
$18.0 billion
13%
(15% LY)
Boomers
$42.7 billion
31%
(32% LY)
Gen X
$46.6 billion
34%
(33% LY)
Gen X-ers are planning to spend $46.6 billion
on gifts this year, 60% more than Millennials
the grand total
add in the presents shoppers are buying for
themselves, and consumers plan to spend
$936 on holiday season
“self gifting” is a bright area in this year’s
spending forecast, up 4.4% y/y
holiday spending plans
on average, holiday shoppers plan to spend
about $796 on gifts, décor, cards, food, and
flowers in 2016, down slightly from last year’s $819
Prosper Insights & Analytics Releases “Holiday 2016: Top Trends” at
Morgan Stanley Global Consumer and Retail Conference
click for details / presentation

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Pam Goodfellow
Consumer Insights Director
Prosper Insights & Analytics™
pam@goProsper.com
ProsperDiscovery.com
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