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