Most holiday shopping predictions have been on the positive side. Now a close observer of the US economy believes that the price at the pump may have an effect as well.
The study comes from the National Association of Convenience Stores.
In short, money not being pumped into consumer gas tanks may feed directly into the gift-giving traditions of many Americans.
If nothing else, the drop in gas prices is feeding into consumer confidence, which in and of itself is a positive when it comes to gift-giving expenditures.
NACS reports that the percentage of consumers who are on the optimistic side of the confidence question is just under half at 46%, led by the younger demo and its considerably sunnier 56% confidence level.
But why speculate about a thing like this? NACS simply asked the question, and found that while 65% of respondents aren’t consciously changing plans, 14% will put their gasoline savings into holiday shopping.
“Our surveys over the past two years show that gas prices clearly play a major role in consumer sentiment about the economy,” said Jeff Lenard, NACS’ vice president of strategic initiatives. “However, declining gas prices alone may not take consumer sentiment much higher in the short term. It may take similarly positive news about the economy as a whole before the majority of Americans feel positive about the economy.”
RBR-TVBR observation: The copy practically writes itself.
Don’t just stick those gas savings in your wallet and buy something boring later on just because you need it. Come to [your business name here] and get something special for your loved one!
Or:
Don’t just stick those gas savings in your wallet and buy something boring later on just because you need it. Take a break from shopping with the exciting menu choices available at [your restaurant name here] and add some extra fun to your holiday shopping this year.
Maybe some clever advertising can convince more than 14% of consumers to spend their gas savings on fun holiday booty.
