1. What American Consumers Do on the Weekend What American Consumers Do on the Weekend Article by: Bradley Johnson 16 May 2005 Presentation by: Diana Gordon

2. Monday Morning Blues? Young adults most often feel more exhausted and depressed to be back at work then rejuvenated. Young adults most often feel more exhausted and depressed to be back at work then rejuvenated. The 50-somethings are re-energized and ready to get back to business. The 50-somethings are re-energized and ready to get back to business.

3. The Survey… A survey of 1,000 people showed the weekends are most often filled with shopping, chores and family activities. A survey of 1,000 people showed the weekends are most often filled with shopping, chores and family activities. In fact, 55% feel that they spend their weekends doing what they need to not what they want to do. In fact, 55% feel that they spend their weekends doing what they need to not what they want to do. 47% do their grocery shopping on the weekends. 47% do their grocery shopping on the weekends.

4. Shopping The weekend shoppers most typically shop at discount stores such as Target, Wal-Mart and Kmart. The weekend shoppers most typically shop at discount stores such as Target, Wal-Mart and Kmart. But with increased disposable income, membership warehouse stores such as Costco and Sam’s Club were frequented. But with increased disposable income, membership warehouse stores such as Costco and Sam’s Club were frequented.

5. Family Time Most adults- whether single or married, with or with out children, urban or rural- all agree that the weekend is important for family time. Most adults- whether single or married, with or with out children, urban or rural- all agree that the weekend is important for family time. On the weekends, family dinners are ranked number one as the most important family activity. On the weekends, family dinners are ranked number one as the most important family activity.

6. Top Three Things to Do This Weekend 1. Relaxing with family or spending time with spouse. 2. Watching TV 2. Exercising TV is not typically in the scheme for an ideal weekend. TV is not typically in the scheme for an ideal weekend.

7. Those 18-24 Years Old… 51% felt exhausted after their weekends. 51% felt exhausted after their weekends. 39% felt recharged after their weekends. 39% felt recharged after their weekends. Among young adults, 51% are ready to get back to work. Among young adults, 51% are ready to get back to work. But 41% are depressed about Monday. But 41% are depressed about Monday.

8. Implications For discount stores, this means that their ads should target the shopper with a lower disposable income with ads for the weekend. For discount stores, this means that their ads should target the shopper with a lower disposable income with ads for the weekend. Warehouse stores should target those shoppers with higher disposable income, also for the weekend. Warehouse stores should target those shoppers with higher disposable income, also for the weekend. Also, due to almost half completing shopping during the weekends, these stores should take advantage by having sales and specials over the weekend. Also, due to almost half completing shopping during the weekends, these stores should take advantage by having sales and specials over the weekend. This could also be a reason for the Sunday ads that fill newspapers. This could also be a reason for the Sunday ads that fill newspapers. Could also increase mail advertisements towards the end of the week. Could also increase mail advertisements towards the end of the week.

9. Sources http://www.adage.com/news.cms?newsId =45036 http://www.adage.com/news.cms?newsId =45036 http://www.adage.com/news.cms?newsId =45036 http://www.adage.com/news.cms?newsId =45036 www.target.com www.target.com www.target.com www.kmart.com www.kmart.com www.kmart.com www.yahoo.com www.yahoo.com www.yahoo.com