Two surveys show holiday traditions important to Hispanics and African Americans

HOFFMAN ESTATES, IL – Two surveys commissioned by Sears, one of Hispanics and the other of African Americans show that even in lean times like these holiday traditions are as important as ever.

Hispanic Survey Results

More than half (52 percent) of Hispanics feel that holiday traditions become more important in difficult economic times, according to the survey* commissioned by Sears.

Nearly all Hispanics (94 percent) plan to practice new traditions, especially when it comes to the gifts they will give.  Among those practicing new traditions:

—  Nearly three in five (59 percent) will set a price limit on presents
—  Others will use a grab bag approach (20 percent) or give gifts from a whole group of people to share the costs (15 percent)
—  Many (48 percent) also plan to alter the way they shop this holiday, taking advantage of everything stores have to offer, such as:
—  Sales and coupons (91 percent)
—  Layaway plans (33 percent)
—  0% financing options (23 percent)
—  Shop at discount stores (81 percent), and
—  Venture out to shopping malls on “Black Friday” (57 percent)
—  No matter what changes they will make, many Hispanics admit that a holiday without traditions would be worse than a holiday without gifts (52 percent)

African American Findings
During these challenging economic times, nearly half (43 percent) of African Americans think traditions have become more important, and a majority (92 percent) are even focused on creating new ones.  This is according to a recent survey* commissioned by Sears.

According to the survey, a majority of African Americans (90 percent) said that this holiday season they plan to adopt new, money-saving tactics never used in the past.  Nearly half (47 percent) will alter the way they shop this year, taking advantage of all the holiday perks stores have to offer, using:

—  Sales and coupons (82 percent)
—  Rewards points programs (43 percent)
—  Layaway plans (41 percent), and
—  0% financing programs (18 percent)

Many African Americans are tweaking their old holiday traditions by using a grab bag or “Secret Santa” approach to giving gifts (21 percent), using an artificial tree instead of a real one (24 percent), having “potluck” style dinners (42 percent) or setting spending limits on gifts (61 percent).  And while many will give fewer gifts to friends and family, and send e-cards instead of paper cards, a majority admits that at the end of the day, a holiday without traditions, no matter how different they may be from years’ past, would be worse than a holiday without gifts (70 percent).

New Survey Reveals that African Americans Plan to Embrace Traditions – New and Old – to Make the Holidays Special

HOFFMAN ESTATES, Ill., Nov. 20 /PRNewswire/ — Traditions are at the heart of the African-American culture, proudly carried from generation to generation, especially during the holiday season.  Whether hosting Kwanzaa celebrations, tree-trimming parties, or just gathering to share a meal, most holiday traditions provide the bond that keeps the family close and connected. During these challenging economic times, nearly half (43 percent) of African Americans think traditions have become more important, and a majority (92 percent) are even focused on creating new ones.  This is according to a recent survey* commissioned by Sears.

According to the survey, a majority of African Americans (90 percent) said that this holiday season they plan to adopt new, money-saving tactics never used in the past.  Nearly half (47 percent) will alter the way they shop this year, taking advantage of all the holiday perks stores have to offer, using:

—  Sales and coupons (82 percent)
—  Rewards points programs (43 percent)
—  Layaway plans (41 percent), and
—  0% financing programs (18 percent)

Many African Americans are tweaking their old holiday traditions by using a grab bag or “Secret Santa” approach to giving gifts (21 percent), using an artificial tree instead of a real one (24 percent), having “potluck” style dinners (42 percent) or setting spending limits on gifts (61 percent).  And while many will give fewer gifts to friends and family, and send e-cards instead of paper cards, a majority admits that at the end of the day, a holiday without traditions, no matter how different they may be from years’ past, would be worse than a holiday without gifts (70 percent).

“This holiday season more than ever, Americans are getting creative with how they will make the most of, and, celebrate their holidays with everything from adopting new traditions to altering the way they shop,” said Don Hamblen, Sears’ chief marketing officer. “Sears is a company known for its long-standing traditions so we understand just how important traditions are to families.  Whether it’s a new twist on an old favorite or something entirely new, Sears continues to look for ways to bring value to our customers this holiday season by helping them create and keep family traditions.”

This year, the celebrated Sears Holiday Wish Book, a long-time shopping tradition for families to make their Christmas wish lists, is being spiced up with the launch of an interactive, online version available at www.sears.com/wishbook. And for those consumers planning to buy more group gifts this year, the Sears Give Together program offers an easy way for them to do so.

Another long-time tradition, Black Friday, is made easier this year with Sears’ “Black Friday Now!” doorbusters – providing earlier savings on everything from home electronics and kitchen and housewares to jewelry and apparel – on each of the five consecutive Saturdays leading up to Thanksgiving. Sears also offers layaway, which is available both in-store and online, enabling customers to reserve holiday gifts, including Black Friday Now! doorbusters, pay for them over time and pick them up right before the holidays.

ShopYourWay(TM) serves to change traditional holiday shopping altogether by giving customers a wide-variety of new, convenient ways to shop. Sears ShopYourWay offers personalized and convenient shopping options which allows for shopping to revolve around the customer 24/7. With convenient options such as Web2Store and Sears’ Personal Shopper, customers can get what they want, when they want and how they want when they shop in store or online.

Hispanics Celebrate the True Meaning of Christmas In Uncertain Economic Times

HOFFMAN ESTATES, Ill., Nov. 20 /PRNewswire/ — When it comes to the holidays, Hispanic families have always relied on traditions to celebrate the season.  Whether attending Posadas, preparing special family recipes, or just getting together to share memories, traditions strengthen family ties and make the season more special. And during this recession, more than half (52 percent) of Hispanics feel that holiday traditions become more important in difficult economic times, according to a new survey* commissioned by Sears.

“This holiday season more than ever, Americans are getting creative with how they will make the most of, and, celebrate their holidays with everything from adopting new traditions to altering the way they shop,” said Don Hamblen, Sears’ chief marketing officer. “Sears is a company known for its long-standing traditions so we understand just how important traditions are to families.  Whether it’s a new twist on an old favorite or something entirely new, Sears continues to look for ways to bring value to our customers this holiday season by helping them create and keep family traditions.”

Nearly all Hispanics (94 percent) plan to practice new traditions, especially when it comes to the gifts they will give.  Among those practicing new traditions:

—  Nearly three in five (59 percent) will set a price limit on presents
—  Others will use a grab bag approach (20 percent) or give gifts from a
whole group of people to share the costs (15 percent)
—  Many (48 percent) also plan to alter the way they shop this holiday,
taking advantage of everything stores have to offer, such as:
—  Sales and coupons (91 percent)
—  Layaway plans (33 percent)
—  0% financing options (23 percent)
—  Shop at discount stores (81 percent), and

—  Venture out to shopping malls on “Black Friday” (57 percent)

No matter what changes they will make, many Hispanics admit that a holiday without traditions would be worse than a holiday without gifts (52 percent)