74% of New York Union Members Support Walmart

1

WALMART SURVEY OF UNION MEMBERS IN NEW YORK CITY – SUMMARY OF RESULTSDouglas E. Schoen, LLC

January 21, 2011

2

Overview• This survey was conducted with a representative sample

of 400 union members in New York City. The fieldwork was conducted from January 17 – January 19, 2011.

• The purpose of this survey is to assess support for locating a Walmart in New York City among union members in the city.

• The margin of error for this survey is +/- 5%.

3

Overview• There is broad support among union members for

bringing a Walmart to New York City. Over 70% of union members support locating a Walmart in the city.

• Union members of all types – public and private employee members, and union members of all sectors – support locating a Walmart in the city.

4

Bringing New Business to NYC• Union members overwhelmingly believe it is important to

bring business to New York City. 98% of union members say it is important to bring new business to the city.

5

Bringing New Business to NYC

Bringing new business to NYC0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 98%

1%

ImportantNot important

6

Creating New Jobs in NYC

Creating new jobs in NYC0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%100%

0%


• 100% of union members say it is important to create new jobs in the city.

7

Bringing New Retail Stores to NYC

Bringing new retail to NYC0%

10%

20%

30%

40%

50%

60%

70%

80%

90%81%

13%


• And a large majority (81%) say it is important to bring new retail stores to the city.

8

Favorability of Walmart• Walmart has a favorable impression among New York City

union members. 68% are favorable of Walmart, while 15% are unfavorable.

9

Favorability of Walmart

Walmart0%

10%

20%

30%

40%

50%

60%

70%

80%

68%

15%

FavorableUnfavorable

10

Bringing a Walmart to New York City• We asked union members the following question to test

their support for bringing a Walmart to New York City:• In the past, there have been proposals to build a large

retail store like Walmart in New York City. So far, there are no Walmarts yet that have been located in New York City. Generally speaking, do you strongly favor, moderately favor, moderately oppose or strongly oppose locating a Walmart store in New York City?

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Bringing a Walmart to New York City• New York City union members favor bringing a Walmart to the city, 74% to 20%.

12

Bringing a Walmart to New York City

Locating a Walmart in NYC0%

10%

20%

30%

40%

50%

60%

70%

80%74%

20%

FavorOppose

13

Bringing a Walmart to New York City – Public vs. Private Union• Both public and private employee union members favor

bringing a Walmart to the city.• Public employee union members favor it 73% to 20%, and

private employee union members favor it 76% to 23%.

14

Bringing a Walmart to New York City - Public vs. Private Union

Public employee union Private employee union0%

10%

20%

30%

40%

50%

60%

70%

80%73%

76%

20%23%

FavorOppose

15

Bringing a Walmart to New York City –Union Sector• Union members in all industry sectors favor bringing a

Walmart to the city.• Skilled trade union members favor it 75% to 19%, health

care and nursing union members favor it 72% to 22%, and trade/machine/operator union members favor it 52% to 20%.

16

Bringing a Walmart to New York City - Union Sector

Skilled trade Health care/nursing Trade/machine/operator0%

10%

20%

30%

40%

50%

60%

70%

80% 75%72%

52%

19%22% 20%

FavorOppose

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Why do you favor a Walmart in NYC?• Union members who favor bringing a Walmart to the city

say the primary reason they do so is because it will create new jobs, followed by the belief that it will provide consumers with more choices and low-cost products.

• The third reason for favoring a Walmart in the city among supporters is that it will save them money.

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Why do you favor a Walmart in NYC?

Why do you favor a Walmart in New York City? (two choices permitted)

It will create new jobs 70%

It will provide consumers with more choices and low-cost products

62%

It will save me money 49%

It will save time and make shopping more convenient by providing a place for me to do all of my shopping at once

39%

It will generate revenue for the city 38%

It will contribute to the community 32%

19

Why do you oppose a Walmart in NYC?

• Among the 20% of union members who oppose locating a Walmart in New York City, the strongest reason they oppose it is because they believe Walmart will hurt local businesses, followed by the belief that it will only pay employees low wages with poor benefits, and that it will only hire non-union employees.

20

Why do you oppose a Walmart in NYC?

[If oppose locating a Walmart in NYC] Why do you oppose a Walmart in New York City? Two choices permitted

It will hurt local businesses 67%

It will only pay employees low wages with poor benefits 62%

It will only hire non-union employees 56%

It will impact the community negatively 35%

It will increase traffic and congestion 33%

It will not generate enough revenue for the city to be worth it 22%

21

Locating a Walmart in Your Neighborhood

Locating a Walmart in your neighborhood0%

10%

20%

30%

40%

50%

60%

70% 65%

32% FavorOppose

• 65% of union members favor having a Walmart in their neighborhood, while 32% oppose this.

22

Locating a Walmart in Your Neighborhood – Public vs. Private Union• Members of both public and private employee unions

support locating a Walmart in their neighborhood.• Public employee union members support this 59% to

36%, and private employee union members support this 67% to 33%.

23

Locating a Walmart in Your Neighborhood - Public vs. Private Union

Public employee union Private employee union0%

10%

20%

30%

40%

50%

60%

70%

80%

59%

67%

36%33%

FavorOppose

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Locating a Walmart in Your Neighborhood – Union Sector• Support for locating a Walmart in their neighborhood is

strongest among skilled trade union members, and weakest among health care and nursing union members.

• Members of both public and private employee unions support locating a Walmart in their neighborhood.

• Skilled trade union members support this 69% to 28%, while trade/machine/operator members are split, 47% to 47%. Health care and nursing union members oppose locating a Walmart in their neighborhood 33% to 67%.

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Locating a Walmart in Your Neighborhood - Union Sector

Skilled trade Trade/machine/operator Health care/nursing0%

10%

20%

30%

40%

50%

60%

70%

80%

69%

47%

33%28%

47%

67%

FavorOppose

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Impact of Walmart on the City• By 68% to 16%, union members say a Walmart in New

York City will help the city rather than hurt it. 9% say it will have no impact on the city.

27

Impact of Walmart on the City

Walmart in NYC0%

10%

20%

30%

40%

50%

60%

70%

80%

68%

16%

9%

Help the cityHurt the cityHave no impact

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Impact of Walmart on the City• Union members agree by four to one (80% to 20%) that

they should have a Walmart in New York City so that their city gets the same benefits that New Jersey and Long Island get by having Walmart stores – jobs for residents and local tax revenue.

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We should have a Walmart in the city to get the same benefits that NJ and Long Island get by having Walmart

stores – jobs for residents and local tax revenue.

0%

20%

40%

60%

80%80%

20%

AgreeDisagree

30

Impact of Walmart on the City• 79% of union members say it is important that in thinking

about if bringing a Walmart to New York City would help the city, the store would bring new tax revenue for the city. 15% say it is not important.

31


A Walmart would bring new tax revenue to the city

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%79%

15%


32

Walmart Built with Union Labor• Union members are more favorable to a Walmart in the

city knowing that the store will be built with union labor, 55% to 3%.

• 35% say it has no impact on their opinion.

33

Walmart Built with Union Labor

Walmart in NYC would be built with union labor

0%

10%

20%

30%

40%

50%

60%55%

3%

35%More favorable to a Walmart in NYCLess favorableNo impact on opinion

34

Employment Opportunities at Walmart

• Union members believe there are real opportunities for employees to advance themselves at Walmart, 33% to 20%.

• 47% are not sure.

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Employment Opportunities at Walmart

Walmart in NYC0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

33%

20%

47%

Real opportunities to advanceNot real opportunitiesNot sure

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Walmart’s Contribution to Local Communities

• By 45% to 16%, union members say Walmart contributes positively to the communities it is located in.


Walmart's contri...0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%45%

16%

39%

PositiveNot positiveNot sure

37

Walmart Helps People Save Money

• By 84% to 5%, union members say Walmart helps people save money.

Walmart0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 84%

5%

Helps people save moneyDoes not help

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Positive Walmart Messages• Next we read union members some arguments that have

been made in support of bringing Walmart to New York City. We asked if they found each argument to be a convincing or not convincing reason to bring Walmart to the city.

• All of the arguments tested well among union members, with over three-quarters saying each one is a convincing reason to bring Walmart to the city.

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Positive Walmart Messages• The two strongest messages are:

1. Walmart will provide low-cost goods to consumers that will help them save money.

2. In these tough economic times in which the middle class is struggling, we need the new jobs and low-cost goods that Walmart offers.

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Positive Walmart Messages

Walmart will provide low-cost goods to consumers that will help them save money.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 85%

12%

ConvincingNot convincing

41


In these tough economic times in which the midd...0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 84%

14%


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The second tier messages, which still received strong support, are as follows.

3. With youth and minority unemployment as high as it is, a Walmart in New York City will offer opportunities for individuals to enter the work force and get started.

4. Walmart will help New Yorkers save money by offering affordable products so that they can live better.

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5. Walmart will save consumers time and money by enabling them to do all of their shopping efficiently and quickly in one location in New York City. City residents would no longer have to travel to the suburbs to receive the benefits of shopping at a big box retailer like Walmart.

44


With youth and minority unemployment as high as it is, a Walmart in New York City will offer opportunities for individuals to enter the work

force and get started.

0%

20%

40%

60%

80% 78%

20%


45


Walmart will help New Yorkers save money by offering affordable products so that they can live

better.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%78%

21%


46


Walmart will save consumers time and money by enab...0%

10%20%30%40%50%60%70%80%90%

77%

20% ConvincingNot convincing

47

Support for Walmart in NYC – After Positive Walmart Messages• After hearing the positive Walmart messages, support for

locating a Walmart in New York City increased seven points among union members to 81%. Opposition to Walmart decreases four points to 16%.

48

Bringing a Walmart to New York City – After Positive Messages

Union members0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

74%

20%

81%

16%

Favor

Oppose

Favor after positive arguments

Oppose after posi-tive arguments

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Negative Walmart Messages• Next we read union members some arguments that have

been made against locating a Walmart in New York City, and asked if each one was a convincing or not convincing reason to oppose bringing Walmart to the city.

• Union members surveyed felt that two of the three arguments were convincing reasons to oppose locating a Walmart in the city, but these arguments did not test as strong as the positive messages.

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Negative Walmart Messages• The two stronger messages are as follows:

1. Walmart would hurt New York City, as the small, local businesses that make up the character of our neighborhoods will inevitably be run out of business.

2. Walmart does not provide high-paying jobs with good benefits. New Yorkers need a living wage.

51

Negative Walmart Messages

Walmart would hurt New York City, as the small, local businesses that make up the character of our neighborhoods will inevitably be run out of

business.

0%

20%

40%

60%62%

36%


52


Walmart does not provide high-paying jobs with good benefits. New Yorkers need a living wage.

0%

10%

20%

30%

40%

50%

60%

52%

39%


53

Negative Walmart Messages• The third message tested weakest among union

members, as they found this to not be a convincing reason to oppose Walmart in the city.

3. Committing to keeping Walmart and other big-box retailers out of New York City will help protect small businesses and protect the character of New York City as we know it.

54


Committing to keeping Walmart and other big-box retailers out of New York City will help pro-tect small businesses and protect the character

of New York City as we know it.

30%

40%

50%

60%

48% 49%


55

Bringing a Walmart to New York City - After Negative Messages

• Support for locating a Walmart in New York City went back to where it started at 71%. Opposing to bringing Walmart to the city increased to 26%.

56

Locating a Walmart to New York City – After Negative Messages

Union members0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

74%

20%

81%

16%

71%

26%

Favor

Oppose

Favor after positive messages

Oppose after posi-tive messages

Favor after negative messages

Oppose after nega-tive messages

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Impact of Walmart on Union Members

• Union members believe Walmart in New York City will help working people in the city, 76% to 15%.

Walmart in NYC0%

10%

20%

30%

40%

50%

60%

70%

80% 76%

15%

Help work-ing people in the cityWill not help them

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• Union members believe Walmart in New York City will give working people more choice in goods and lower prices, 75% to 16%.

Walmart in NYC0%

10%

20%

30%

40%

50%

60%

70%

80% 75%

16%

Will give working people more choice in goods and lower pricesThis will not be the case

59


• Union members believe Walmart in New York City will create jobs for working people, 83% to 12%.

Walmart in NYC will create jobs for working

people

0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 83%

12%

YesNo

60


Walmart in NYC 0%

5%

10%

15%

20%

25%

30%

35%32%

19%

25%

Help orga-nized laborHurt itHave no impact

• Union members believe Walmart in New York City will help organized labor rather than hurt it, 32% to 19%.

• One-quarter say it will have no impact on organized labor.

61

Labor Leaders who Oppose Walmart

Labor leaders who oppose

Walmart

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%41%

35%

24%

Pursuing their own selfish in-terestsDoing what is right for all New YorkersNot sure

• 41% of union members believe that labor leaders who oppose Walmart are just pursuing their own selfish interests, compared to 35% who say they are doing what is right for all New Yorkers.


62

Impact of Walmart on Union Members• Union members believe a Walmart in the city will help working people

because it will create jobs rather than hurt working people because it hires non-unionized people, 65% to 26%.

Which is closer to your view?0%

10%

20%

30%

40%

50%

60%

70%

26%

65%

Because Walmart hires non-unionized people, a Walmart in the city will hurt working people

Because Walmart will in-crease employment and give people opportunities to get ahead who otherwise might not have jobs, a Walmart in the city will help working people

63

City Council • Union members say that City Council should not be able to pass

legislation that prevents retailers like Walmart from coming to New York City, 60% to 27%.

Should City Council be able to pass legislation that prevents retailers like Walmart from coming to New

York City?

0%

10%

20%

30%

40%

50%

60%

70%60%

27% NoYes

64

City Council • 51% of union members say that if their elected officials

tried to block Walmart from coming to the city, they would be angry that these officials are preventing the creation of jobs and stopping consumers from being able to shop where they want. One-third say they would be happy that these officials are looking out for the best interest of the city.

65

City Council

If elected officials tried to block Walmart from coming to NYC, would you feel…

0%

10%

20%

30%

40%

50%

60%

51%

33%

Angry that they are pre-venting the creation of jobs and stopping con-sumers from being able to shop where they wantHappy that they are looking out for the best interest of the city

66

Shopping Habits of Union Members• A vast amount of revenue is being lost to shopping

outside of the city. • 72% of union members say that at least some of the time

they leave New York City to do their shopping.

67

Shopping Habits of Union Members

How often do you leave New York City and go somewhere else to shop?

0%

10%

20%

30%

40%

50%

60%

70%

80%72%

28%

At least some of the timeRarely or never

68

Shopping Habits of Union Members• 26% of union members say that more than half of their

monthly spending is spent at retailers outside the city rather than at retailers inside of the city.

69


About what percentage of your monthly spending do you spend at retailers inside of New York City, compared to retailers

outside of the City?

0%

20%

40%

60%

26%

65%

More than half spent at retailers outside of the cityMore than half spent at retailers inside the city

70

Shopping Habits of Union Members• When union members leave the city to shop, a plurality say

they go to Costco, followed by Target and then BJ’s Wholesale Club.

When you leave the city to shop, what stores do you usually go to? (two choices permitted)

Costco 46%

Target 41%

BJ’s Wholesale Club 39%

Home Depot 38%

Walmart 30%

Kmart 15%

Sam’s Club 4%

71

Shopping Habits of Union Members• A plurality of union members say they spend $250 - $500

a month on retail and groceries. • Taken into consideration that a plurality of union members

say they leave the city at least some of the time to do their shopping, a considerable amount of their monthly spending goes to retailers outside of New York City. Thus, millions of dollars of tax revenue is leaving the city.

72


About how much do you spend a month on retail and grocery shopping?$0 - $100 7%

$100 - $250 29%

$250 - $500 39%

$500 - $1,000 18%

Greater than $1,000 2%

Documents

74% of New York Union Members Support Walmart