ChangeWave surveys consumers regularly. Its recent November survey revealed that Christmas 2009 spending is not much more buoyant than 2008. However, it revealed that Amazon.com is gaining very significant share of the consumer thinned wallet. Discounters in general continue to gain share which can be seen in my monthly chart of same-store-sales growth rates.
In terms of online shopping, we’re clearly witnessing a historic blowout for Amazon this holiday season. Not only is Amazon showing the most momentum among all online retailers, but its huge 8-pt jump since August represents the largest improvement ever recorded in online spending in a ChangeWave survey.
Amazon is also the overall momentum leader in terms of home entertainment shopping.
Nearly one-in-three respondents (31%) now say they’ll shop there for home entertainment and computer networking products over the next 90 days – a 3-pt jump since October to the highest level for Amazon in more than 3 years.
The major discounters and wholesale clubs – including Costco (COST; 26%; up 2-pts), Wal-Mart (WMT; 19%; up 2-pts), Sam’s Club (11%; up 2-pts) and Target (TGT; 7%; up 1-pt) – are also showing upticks in home entertainment shopping for the holidays, while industry leader Best Buy (BBY; 42%) is unchanged in market share since our previous survey.
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