Shopper Scape Snapshot Less Affluent Shoppers Fuel Growth

Shopper. Scape® Snapshot Less Affluent Shoppers Fuel Growth in Holiday Shopper Base for Key Retailers January 2013

Many retailers made gains in holiday shopper penetration in 2012… Percent Shopped Key Retailers for Holiday Gifts (among holiday shoppers) Note: arrows indicate a statistically significant year-to-year difference (95% confidence level) Source: Kantar Retail Shopper. Scape®, December 2011 and December 2012 1/21/2022 © Kantar Retail 2013 2

…but with the exception Walmart and Amazon, those gains came from less affluent shoppers. Purchased at Retailer Shopped Retailer 2012 vs. 2011 PPD in Holiday Shopper Penetration, by Income* Read as: the percentage of “have not” shoppers who shopped for holiday gifts at Walmart was 1 ppt greater vs. last year; the percentage who purchased gifts at Walmart was 0. 6 ppt less vs. last year. *”Have Nots” have an annual HH income of less than $60 k; “Haves” have an annual HH income of $60 k+. Source: Kantar Retail Shopper. Scape®, December 2011 and December 2012 1/21/2022 © Kantar Retail 2013 3

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