Holiday Shoppers Compromise to Secure Deals According to New Survey

SAN FRANCISCO, Nov. 17, 2011 /PRNewswire/ -- When it comes to holiday shopping, the same shoppers who methodically prepare to nab the best deals will skip their usual daily routine. In fact, when it comes to Black Friday shoppers, they are willing to compromise essential human needs like sleep (68 percent), breakfast (48 percent) and even showering (36 percent) to join the early morning masses in an attempt to get those rock-bottom deals.

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A new survey conducted by Kelton Research on behalf of Emerald® Breakfast on the go!™ found that 50 percent of holiday shoppers plan to hit the stores on Black Friday, the kickoff to the holiday shopping season. The research highlighted some interesting facts about holiday shopping and, more specifically, the unusual behaviors displayed on Black Friday.

Many shoppers (48 percent) are willing to skip breakfast to get a great deal and those who do take time for breakfast admit that they've had some unusual Black Friday breakfasts. In addition to the expected Thanksgiving leftovers, some survey respondents confessed that they consume 3:00 a.m. breakfast meals that include hot wings, orange chicken or pork chops. Emerald® offers Breakfast on the go!™ a tasty, perfectly portioned pouch of Emerald® nuts, dried fruit and crunchy granola clusters as a solution to the Black Friday breakfast dilemma.

Fueling Black Friday shopping energy

The survey results clearly show that while many shoppers remember healthy eating habits, Black Friday can also be a day of indulgence. More than half (52 percent) of Black Friday shoppers are likely to eat at least one unhealthy food item. And, since the majority of shoppers willingly skimp on sleep for the bargain of the year, many will be highly caffeinated with a large coffee drink (48 percent) or a large soda (32 percent) to help them get through the hectic day.

Black Friday shoppers take the day so seriously, many consider it as a physical feat. When asked if they would rather visit 30 stores on Black Friday to get all of their holiday shopping done at once or run up 30 flights of stairs immediately after eating Thanksgiving dinner, 51 percent said they would rather power shop. Motivation to get the holiday shopping wrapped up is stronger for women than men – nearly six in 10 (59 percent) of women would choose the shopping over stairs in this scenario vs. 42 percent of men. Parents also recognize time is of the essence – 61 percent of parents vs. 47 percent of non-parents would choose shopping over the 30 flight stair workout.

"Black Friday is clearly an important holiday shopping day for consumers," said Joanna Hamilton, brand manager, Emerald. "Breakfast on the go!™ was designed for those mornings when getting out of the house quickly is most critical and breakfast is often pushed aside."

Convenient, portioned and ready for shopping

Emerald® Breakfast on the go!™ provides a convenient, better-for-you breakfast or snack for the chaos of Black Friday, through the holiday shopping season and beyond. Each pouch contains 200 calories or less and is filled with Emerald® nuts, dried fruit and crunchy granola clusters, in flavors like Berry Nut Blend, Breakfast Nut Blend and S'mores Nut Blend, giving holiday shoppers the energy they need to tackle their gift lists. Coming in January 2012, the line is expanding with new oatmeal nut blends including Maple & Brown Sugar, Apples & Cinnamon and Blueberries & Creme.

About the research

The Emerald® Breakfast on the go!™ Holiday Shopping Survey was conducted by Kelton Research between Nov. 1 and Nov. 8, 2011, using an email invitation and an online survey. Quotas are set to ensure reliable and accurate representation of the total U.S. population ages 18 and above who are online. Results of any sample are subject to sampling variation. The magnitude of the variation was measurable and was affected by the number of interviews and the level of the percentages expressing the results. In this particular study, the chances were 95 in 100 that survey results do not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About Diamond

Diamond Foods is an innovative packaged food company focused on building, acquiring and energizing brands including Kettle Brand(R) chips, Emerald(R) snack nuts, Pop Secret(R) popcorn, and Diamond of California(R) nuts. The Company's products are distributed in a wide range of stores where snacks and culinary nuts are sold. Corporate Web Site: www.diamondfoods.com.

Consumer Web Sites: www.diamondnuts.com, www.emeraldnuts.com, www.emeraldbreakfastonthego.com, www.popsecret.com, www.kettlebrand.com, www.kettlefoods.co.uk.

Websites

www.emeraldnuts.com, www.emeraldbreakfastonthego.com

Related Links:

Emerald® Breakfast on the go!™

For media and journalists

SOURCE Diamond Foods, Inc.