FAIRFIELD, Conn.— Although high gas and heating-fuel costs are top of mind, Americans are still planning to splurge on holiday gifts this season. According to a national poll conducted by Sacred Heart University, consumers will spend an average of $970 on gifts this holiday season. iPods and cell phones will be on many shopping lists, and even pets will be remembered by their owners this season.

• On average, Americans surveyed indicated they would spend an average of $970.28 on gifts during the upcoming holiday season. Three-fifths, 60.6%, reported they will spend $600 or less.

In a year when charitable giving due to natural disasters was so high, holiday gift giving will not suffer.

• Among Americans who contributed to hurricane relief efforts, an average of $1,092.63 will be spent on holiday gifts.
  
• Among those who did not contribute to hurricane relief efforts this year, spending on holiday gifts will average $639.58.

“It may be obvious that those able to contribute financially to recent hurricane relief funds, also have more funds for holiday gifts. However, it's nice to see that those who do spend more on holiday gifts were also able to help relief efforts,” stated Jerry Lindsley, director of the Sacred Heart University Polling Institute.

Despite the added strain on wallets due to charitable giving and high gas prices, pet owners will still remember their animal-companions when they do their holiday shopping.

• Asked how much they expected to spend on their pets this holiday season, pet owners reported that they will spend an average of $23.30.

Cell phones have become a ubiquitous part of life—and holiday shopping lists—even for the pre-teen set.

• Among those respondents with a child or children living at home under the age of 12 years old, 11.0% indicated these children currently have (8.8%) or they are planning to buy (2.2%) cell phones for them during this coming holiday season.
  
• The primary reasons parents or guardians purchase cell phones for children under 12 included: the ability to stay in touch with them (42.9%), safety (39.3%), and allowing them to stay in touch with friends (7.1%).

“As convenient and affordable ‘family plans' become more available from cell phone companies, it appears cell phone market penetration is reaching the under-12 crowd. Parents, for safety reasons and to stay in touch, are relying on cell phones more and more for younger kids,” said Lindsley.

Along with cell phones, iPods or MP3 players seem to be everywhere today. They are changing the way we listen to music, and according to the SHU poll, will likely have a significant impact on future CD purchases.

• Respondents were asked if they currently have or plan to purchase an iPod, MP3 player or similar device over the next few months. While 82.5% said they do not own or plan to buy one, 12.7% either have one (8.0%) or plan to purchase one (4.7%) over the next few months.
  
• Among those 18-35 years of age, 29.3% have or plan to purchase an iPod, MP3 player or similar device over the next few months.
  
• Among those 36-55 years of age, 13.8% have or plan to purchase an iPod, MP3 player or similar device over the next few months, and finally, among those 56 or older, 6.0% have or plan to purchase one.
• Owning an iPod, MP3 player or similar device will likely reduce the purchase of CDs in the future. Two-fifths of all respondents, 43.0%, said they will significantly (21.1%) or somewhat (21.9%) decrease CD purchases.

“While iPods may be on every kid's holiday wish list, a survey respondent's age is a good indicator of whether of not they have an iPod or MP3 player or plan to purchase one. Over a quarter of all respondents, 29.3%, 18-35 years of age or older said they have one or plan to buy one. That percent drops to 13.8% among 36-55 year olds and 6.0% among those 56 years of age or older. It also looks like iPod and MP3 player market penetration is growing rapidly compared to the early years of cell phones and computers,” said Lindsley.

EXPERT AVAILABLE FOR COMMENT

•  Jerry Lindsley, director, Sacred Heart University Polling Institute

To schedule an interview with Jerry Lindsley, please contact Funda Alp at 203-396-8241 or alpf@sacredheart.edu.

For related findings, visit:

http://www.sacredheart.edu/pages/3917_press_releases.cfm

How the Poll Was Conducted

The Sacred Heart University Polling Institute completed 1,000 interviews with residents nationwide between October 3-12, 2005. The sample was generated proportional to population contribution in all 50 states. Statistically, a sample of 1,000 completed telephone interviews represents a margin for error of +/-3.0% at a 95% confidence level.