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Consumer preferences for presents and memories about past Christmases.
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Argos Christmas Nostalgia Research
December 2013
A Presentation Prepared For:
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.
Research Methodology
3
Sample Profile
Quotas were set to ensure that the sample attained is aligned to the Irish population, any
sampling error is corrected with minor data weighting.
49
17
48
28
51
22
52
26
19
28 16
18 26
Male
Female
16-24
55+
25-34
35-44
ABC1 F50+
C2DE F50-
% % %
Dublin
Rest of
Leinster
Munster
Conn/Ulster
Sex Social Class Region
%
Age
45-55
(Base: All Irish adults aged 15+)
MAIN FINDINGS
5
Christmas Stocking Traditions
(Base: All Irish adults aged 15+)
Christmas stockings as well as gifts under the tree
Stockings at end of bed
Stockings hung over bed
Stockings were next to the tree
None of these
46
26
20
15
15
%
(Q.1)
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.
15-24 (54%) , Dublin (52%)
55+ (48%)
No differences
25-34 (15%)
Higher Amongst:
6
Opening Gifts on Christmas Eve
(Base: All Irish adults aged 15+)
(Q.2a)
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.
32
33
49
50
31
26
14
Demographic for One/Some
% Gender
Male
Female
Age
16-24
25-34
35-44
45-54
55+
%
33
35
29
35
33
32
Region
Dublin
Rest of Leinster
Munster
Connaught/ Ulster
Social Class
ABC1F50+
C2DEF50-
13%
20%
67%
None
Yes – more
than one %
Yes –
open one
33 One/Some
7
2am: *% 10am: 3%
Time Woke Up on Christmas Morning
(Base: All Irish adults aged 15+)
(Q.6)
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).
1am: *%
3am: 1%
4am: 2%
5am: 9%
6am: 25%
11am: 1%
9am: 7%
8am: 19%
7am: 30%
8
Intention to Keep up Tradition
(Base: All Irish adults aged 15+)
(Q.7)
Over 8-in-10 Irish adults plan to keep their Christmas tradition alive with their own
children.
82
87
88
85
87
84
81
Demographic for Yes
% Gender
Male
Female
Age
16-24
25-34
35-44
45-54
55+
%
84
87
84
83
85
84
Region
Dublin
Rest of Leinster
Munster
Connaught/ Ulster
Social Class
ABC1F50+
C2DEF50-
85%
15%
Yes
%
No
9
Most Excited Age for Christmas
(Base: All Irish adults aged 15+)
3 years old
4 years old
5 years old
6 years old
7 years old
8 years old
9 years old
10 years old
11 years old
Other
2
3
13
18
22
15
7
9
5
6
%
(Q.4)
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.
55+ (18%)
45-54 (8%)
Higher Amongst:
45-54 (22%)
25-34 (12%)
35-44 (13%)
10
Toys Associated with Childhood Christmas
(Base: All Irish adults aged 15+)
Board Games
Bike
Lego
Train Set
Barbie
Teddy bear
Crayola
Doll’s house
Walkman
Action man
44
35
34
23
22
21
18
18
18
16
(42)
(Q.3)
Board games are the toy most commonly associated with Childhood Christmas’, followed
by bikes and lego.
( ) = Boys ( ) = Girls
(35)
(39)
(21)
(28)
(32)
Gameboy
Nintendo
Scalectrix
Kitchen Playset
Bucharoo
Rubix Cube
Etch-a-Sketch
My Little Pony
Tamogotchi
Star Wars
15
14
14
13
11
10
10
9
9
9
(21)
(23)
(16)
(15)
(14)
% %
Furby
Polly Pocket
Care Bear
T.M.N.T’s
Tiny Tears
Cabbage Patch Kid
Power Rangers
Sylvanian Families
Beanie Babies
Others
9
8
7
7
6
6
5
4
3
4
(12)
%
(13)
(14)
(12)
(26)
11
Favourite Christmas Board Game
(Base: All Irish adults aged 15+)
Monopoly
Snakes and Ladders
Draughts
Scrabble
Cluedo
Connect Four
Chess
Trivial Pursuit
Guess Who
Operation
24
16
7
6
5
5
4
4
4
3
(Q.5a)
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).
%
(15-24 : 30%)
(55+ : 29%)
(55+ : 16%)
(55+ : 9%)
(15-24 : 8%)
(35-44 : 8%)
(Males : 7%)
(15-24 : 9%)
(35-44 : 7%)
Game of Life
Battle Ship
Pictionary
Twister
Chinese Checkers
Frustration
Ludo
Other
None
3
2
2
1
1
1
1
2
7
%
(25-34 : 6%)
12
Board Games for This Christmas
(Base: All Irish adults aged 15+)
Monopoly
Scrabble
Trivial Pursuit
Connect Four
Snakes and Ladders
Draughts
Chess
Guess Who
Cluedo
Pictionary
39
22
16
16
15
13
10
10
9
9
(Q.5b)
%
(45-54 : 48%)
(55+ : 33%)
(55+ : 22%)
(35-44 : 24%)
(45-54 : 18%)
Operation
Twister
Battle Shio
Game of Life
Cranium
Scattergories
Card Games
Other
None
6
5
4
4
2
1
1
3
19
%
Argos Christmas Nostalgia Research