BIGresearch: Walmart, Kohl’s and JCPenney Shoppers Lean Towards McCain; Macy’s & Target Shoppers Towards Obama
Percentage of Undecided Voters Consistent Among Retailers
COLUMBUS, OH–(EMWNews – August 19, 2008) – When asked to “vote” as if the election were
held today, Walmart, Kohl’s and JCPenney Shoppers are more likely to vote
for McCain; while Macy’s and Target Shoppers say they would cast a ballot
for Obama, according to BIGresearch’s (http://www.bigresearch.com) August
Consumer Intentions and Actions (CIA) Survey. The percentage of undecided
voters for each of these retailers is fairly even, with the exception of
If the Presidential Election were held today, who would you vote for? Walmart Kohl's JCPenney Macy's Target Shoppers Shoppers Shoppers Shoppers Shoppers McCain 41.4% 43.8% 42.8% 34.2% 32.6% Obama 33.3% 31.0% 32.4% 47.2% 41.5% Undecided 21.1% 21.5% 21.6% 16.0% 21.8% Source: BIGresearch, Aug 08 CIA
Although Walmart Shoppers are leaning towards McCain, they are split down
the political line; 37.1% align with the Democrats and 36.5% with
Republicans. JCPenney Shoppers are divided evenly as well (37.4% Democrat
v. 36.4% Republican). However, Kohl’s Shoppers tend to consider themselves
on the right side of the aisle at 39.3% (v. 33.7% Democrat).
Macy’s Shoppers are much more likely to be Democrat at 46.7% (v. 31.1%
Republican) and so are Target Shoppers (40.6% v. 31.7% Republican).
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Of the Walmart and Kohl’s Shoppers who are still undecided, over 29% of
each say they will make a decision the day of the Election. Over a quarter
of JCPenney (25.3%) and 21.5% of Target Shoppers will also decide at the
wire. However, it appears that Macy’s Shoppers will have already made up
their minds at that point; only 15.3% plan to decide at the last minute.
“Looking at such detail as how specific retailer shoppers are planning to
vote in November provides valuable insights into the mood of
shoppers/voters,” said Gary Drenik, President of BIGresearch. “By
understanding the political preferences of these voter groups, it’s
indicative of socio-economic impact on political preferences and
indecisions. Perhaps McCain should consider a bus tour through Walmart
parking lots and Obama could use Target.”
BIGresearch is a consumer intelligence firm providing analysis of behavior
in areas of products and services, retail, financial services, automotive,
and media. BIGresearch conducts the Consumer Intentions and Actions (CIA)
Survey which monitors more than 7,500 consumers each month. The CIA
delivers fresh, demand-based information on where the retail consumer is
shopping and their changing behavior. Unlike indicators based on past
performance, this data brings intelligence on where the retail consumer is
going, their intentions and actions. They also conduct the Simultaneous
Media Survey (SIMM) of more than 15,000 consumers twice each year.
BIGresearch’s methodology provides the most accurate consumer information
in the industry with a margin of error of +/- 1 percent.
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