2007 HOLIDAY SPENDING SURVEY. Conducted by Prince & Associates November 12-16, 2007
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1 2007 HOLIDAY SPENDING SURVEY Conducted by Prince & Associates November 12-16, 2007
2 Survey conducted by Russ Prince, President, Prince & Associates, Inc. Russ Alan Prince is the president of Prince & Associates, Inc., the leading market research firm specializing in global private wealth. With two decades of concentrated experience with ultra high-net-worth and elite advisors, he is a highly sought consultant on strategic, profitability and structural business issues. Prince is frequently cited for his expertise in the international business and financial press including The Wall Street Journal, Forbes, and The New York Times. He has written more than forty books, including The Sky s the Limit, Fortune s Fortress, and Fame & Fortune. He is also the editor of Private Wealth.
3 SURVEY PARTICIPANTS Pre-arranged panel of 843 high net worth individuals obtained through lawyers and financial advisors 32.1% of those surveyed had a net worth of $10 million + (Elite Affluent) 69.7% of those surveyed had a net worth of $1 million - $9.9 million (Mass Affluent) Survey conducted by pre-arranged telephone interviews directly with individuals
4 KEY FINDINGS While the economy may be cutting back on the spending and holiday cheer of the Masses, Holiday Spending by the Elite Affluent (Super Rich with a Net Worth $10 million +) is expected to increase significantly between 17% and 67% across more than a dozen luxury categories. Top spending categories of the Elite Affluent by increase are projected to be Jewelry (67% growth), Electronics (53%), Events at Hotels (44%), Wines & Spirits for Entertaining (39%) and stays at Hotels & Resorts (36%). Top spending by $ spent are projected to be Yacht Charters ($487,900), Automobiles ($187,400), Jewelry ($152,400), Charitable Donations ($116,300), Villa Rentals ($86,200), Hotel/Resort Stays ($83,400) and Watches ($66,700). Nearly 60% of the Super Rich will fly by private jet between Dec. 21 and Jan. 3, including 22.8% who will take their private jet to go Holiday Shopping.
5 Super Rich - Comparison 2007 / 2006 Holiday Spending Super Rich: Net Worth $10 million+ Spending Category % change from 2006 Jewelry $152,400 $91,100 67% Fashion $46,200 $36,400 27% Hotels / Resorts $83,400 $61,200 36% Yacht Charters $487,900 $410,600 19% Villa Rentals $86,200 $69,900 23% Watches $66,700 $52,000 28% Wine/Spirits for Entertaining $31,100 $22,300 39% Holiday Entertaining $45,800 $34,600 32% Out of Home Spa Services $34,900 $27,800 26% In Home Spa Services $29,300 $21,700 35% Events at Hotels $61,700 $42,800 44% Corporate Gifts $44,900 $38,400 17% Electronics $39,300 $25,700 53% Charitable Donations $116,300 $94,200 23% Automobiles/Vehicles $187,400 n/a n/a Gifts/Services for Pets $10,200 n/a n/a
6 Planned 2007 Holiday Spending (in Dollars) Comparison: Super Rich vs. Mass Affluent Super Rich: Net Worth $10 million + Mass Affluent: Net Worth $1 million - $9.9 million Spending Category Super Rich Mass Affluent % variance Jewelry $152,400 $4, % Fashion $46,200 $2, % Hotels / Resorts $83,400 $2, % Yacht Charters $487,900 $0 n/a Villa Rentals $86,200 $22, % Watches $66,700 $1, % Wine/Spirits for Entertaining $31,100 $2, % Holiday Entertaining $45,800 $4, % Out of Home Spa Services $34,900 $3, % In Home Spa Services $29,300 $1, % Events at Hotels $61,700 $9, % Corporate Gifts $44,900 $ % Electronics $39,300 $3, % Charitable Donations $116,300 $4, % Automobiles/Vehicles $187,400 $43, % Gifts/Services for Pets $10,200 $ %
7 Planned 2007 Holiday Spending Comparison: % who will spend in category Super Rich vs. Mass Affluent Super Rich: Net Worth $10 million + Mass Affluent: Net Worth $1 million - $9.9 million Spending Category Super Rich Mass Affluent % Variance Jewelry 86.7% 76.7% 13% Fashion 84.5% 79.2% 7% Hotels / Resorts 34.7% 15.9% 118% Yacht Charters 7.4% 0.0% n/a Villa Rentals 35.4% 2.3% 1439% Watches 43.9% 17.8% 147% Wine/Spirits for Entertaining 82.3% 91.3% -10% Holiday Entertaining 87.1% 79.7% 9% Out of Home Spa Services 49.4% 26.0% 90% In Home Spa Services 40.2% 14.7% 173% Events at Hotels 41.7% 17.7% 136% Corporate Gifts 69.4% 63.5% 9% Electronics 70.5% 49.7% 42% Charitable Donations 99.6% 99.7% 0% Automobiles/Vehicles 8.5% 0.2% 4150% Gifts/Services for Pets 34.7% 40.4% -14%
8 Will you fly by private jet this holiday season? Elite Affluent 2007 Elite Affluent 2006 Affluent 2007 Afflluent 2006 Yes 59.4% 2.1% If yes, expect to shop while away 95.7% 66.7% Plan to take jet specifically to shop 22.8% 0.3% Will you be giving a jet card as a holiday gift? Elite Affluent 2007 Affluent 2007 Yes 36.5% 0.2% Will current oil prices affect your travel plans? Elite Affluent 2007 Affluent 2007 Yes 0.0% 0.5%
9 What special and unique gifts are the Elite Affluent giving this year? Renting a private island A jewel-encrusted saddle for a pony An haute couture dress for a 4-year old girl; cost: $30,000 Redoing the interior of a classic Camaro; cost: $200,000 A charm bracelet where the jeweled charms are custom made in the shape of (nude) boyfriends; 3 charms at $45,000 per charm
10 ABOUT ELITE TRAVELER Elite Traveler is a BPA-Audited publication with a circulation of 131,252 (June 2007) on board private jets, mega-yachts, and other Elite locations in over 90 countries. Elite Traveler has won over a dozen awards for Editorial Excellence and Design. Elite Traveler readers are The New Jet Set those who fly by private jet (at a cost of $5,000 $10,000 per hour.) Elite Traveler reaches over 575,000 readers each issue with an average household income of $5.3 million. Elite Traveler readers are Business Owners, Executives, Politicians, Royalty, Socialites, Diplomats, Celebrities, Athletes and their families. For Advertising Information, visit or sales@elitetraveler.com Sources: BPA, Prince & Associates
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