Holidays are very important to Latino families; this is a time where we rely on traditions to celebrate the upcoming season. Whether it’s preparing special meals or getting together to share memories, traditions reinforce family bond making the holiday season that much special.
*Based on an online survey of 400 nationally representative Latinos ages 18 and older commissioned by Sears, approximately 52% of Latinos feel that building and celebrating holiday traditions often become more important especially during tough economic times.
“This holiday season more than ever, Americans are getting creative with how they will make the most of, and, celebrate their holidays with everything from adopting new traditions to altering the way they shop,” said Don Hamblen, Sears’ chief marketing officer. “Sears is a company known for its long-standing traditions so we understand just how important traditions are to families. Whether it’s a new twist on an old favorite or something entirely new, Sears continues to look for ways to bring value to our customers this holiday season by helping them create and keep family traditions.”
Below are some stats as to how approximately 94% of Latinos are planning to instill new traditions, especially when gift giving:
- Nearly three in five (59 percent) will set a price limit on presents
- Others will use a grab bag approach (20 percent) or give gifts from a whole group of people to share the costs (15 percent)
- Many (48%) also plan to alter the way they shop this holiday, taking advantage of everything stores have to offer, such as: Sales and coupons (91 %), Layaway plans (33%), 0% financing options (23 %), Shop at discount stores (81%), and Venture out to shopping malls on “Black Friday” (57% )
Without it making a difference in the changes that many will make, Latinos (52%) feel that a holiday without some form of traditions is by far worse than a holiday without gifts.
For consumers planning on making their wish lists this year, the celebrated Sears Holiday Wish will be launching an interactive, online version available at www.sears.com/wishbook.
With the long standing tradition of Black Friday right around the corner, Sears is making this easier this year with “Black Friday Now!” doorbusters – this provides earlier savings on everything from home electronics, kitchen and housewares to jewelry and apparel – available every Saturday leading up to Thanksgiving. Sears is also offering layaway both in-store and online, allowing customers to reserve holiday gifts, including Black Friday Now! doorbusters, pay for them over a period of time and pick them up before the holidays.
With the desire to change how customer traditionally shop during the holiday, ShopYourWay(TM) is attempting to change that by providing customers a wide-variety of new, convenient ways to shop. Making personalized and suitable shopping options 24/7 to the customer, Sears ShopYourWay will offer options such as Web2Store and Sears’ Personal Shopper. This change in traditional shopping is made to give customers what they what, when they want and how they want whether online or in a brick and mortar store.
For more information, visit www.sears.com.
About Sears, Roebuck and Co.
Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a leading broadline retailer providing merchandise and related services. Sears, Roebuck offers its wide range of home merchandise, apparel and automotive products and services through more than 2,300 Sears-branded and affiliated stores in the United States and Canada, which includes approximately 929 full-line and approximately 1,200 specialty stores in the U.S. Sears, Roebuck also offers a variety of merchandise and services through sears.com, landsend.com, and specialty catalogs. Sears, Roebuck offers consumers leading proprietary brands including Kenmore, Craftsman, DieHard and Lands’ End — among the most trusted and preferred brands in the U.S. The company is the nation’s largest provider of home services, with more than 12 million service calls made annually. For more information, visit the Sears, Roebuck website at www.sears.com or the Sears Holdings Corporation website at www.searsholdings.com.
About the Survey
The Sears Holiday Traditions Survey was conducted by Kelton Research between Oct. 16, 2009 and Oct. 22, 2009 using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the Hispanic U.S. population ages 18 and over. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than three percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
SOURCE Sears Holdings
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