Amazon Dominates Despite Millions of Americans Cutting Holiday Spending

Toluna polls 2000 U.S. consumers: One in four Americans will cut holiday spending this year; but spending on Amazon to skyrocket

Dec 14, 2012, 09:00 ET from Toluna QuickSurveys

WILTON, Conn., Dec. 14, 2012 /PRNewswire/ -- Twenty-seven percent of Americans say they will spend less on gifts this holiday period, but around the same number (32%) will direct more of their present-buying dollars to Amazon. In particular, big-spenders will drive an expected holiday boost for the giant online retailer, with 27% of people earning over $150,000 a year saying they will spend more on Amazon.  The survey was conducted online by on December 4th, 2012.

Other findings from the wide-ranging research, conducted using Toluna QuickSurvey's unique online survey tool that allows anyone to get reliable answers in minutes, included:

  • In-store shopping still strong:
    • 77% of people will shop in a brick and mortar store this holiday period
  • Social media is having an impact on holiday spending:
    • 10% of respondents would shop through a retailer's store on Facebook
    • 4% would buy gifts on Kickstarter or other crowd-funding site
    • 28% will use Facebook to source info or inspiration on holiday gifts. Pinterest is way behind with only 3% of people using it
  • Holidays are about family, not religion:
    • In terms of priorities over the holidays, 'being with family' and 'preparing holiday meals' are considered most important; 'attending religious services' was the lowest priority
    • Teachers are at the bottom of the gift pile: garbage collectors and doormen are a higher priority for gifts than teachers
  • Mobile payments have a way to go:
    • Only 17% would pay using their phone if they could
  • But mobile price-comparison strong:
    • One in five (22%) will use their phone to do price comparisons while in a store. Both men and women are as likely to price compare (22%)
  • Kindle and iPad mini neck and neck
    • More than one in four people (29%) will buy a tablet either as a gift or for themselves this holiday
    • Slightly more people (13%) plan to buy an iPad mini over the Kindle (12%)

About Toluna QuickSurveys

Toluna QuickSurveys ( takes the simplicity and cost-effectiveness of DIY survey-tools and adds speed and reliability by providing direct access to a global panel of four million people available to respond to surveys. No other survey tool in the market can match the speed, reliability and cost-effectiveness.


This survey was conducted online within the United States on December 4, 2012 among 2,000 adults (aged 18 and over).  Respondents for this survey were selected from among those who have agreed to participate in Toluna surveys.  Figures for age, sex, and region were weighted where necessary to bring them into line with their actual proportions in the population. Because the sample is based on those who agreed to participate in Toluna surveys, no estimates of theoretical sampling error can be calculated.

For more information on the results from the Toluna QuickSurveys Holiday Survey, please contact

SOURCE Toluna QuickSurveys