Oct. 1, 2009 (Business Wire) -- Retailers anxious about the upcoming holiday shopping season may have reason for hope, according to consumer insights released today by Acxiom^® Corporation (Nasdaq: ACXM) in its 2009 Retail Consumer Dynamics Study.

Acxiom’s proprietary report revisits nine unique consumer segments first studied in the Fall of 2008 and finds a growing confidence in the economy among nearly all consumers. Eight of the segments, reflecting 86.2 percent of U.S. households, indicate they plan to spend the same or modestly more than they did a year ago. Four of the nine segments report less restraint in their future spending.

“The relatively modest changes in spending intentions suggest continued caution by most consumers,” said Jim Harold, Acxiom’s industry executive for retail and consumer markets. “Still, the implication from our study of behaviors and attitudes is that some consumer segments are becoming less restrained in their spending than others. Retailers that understand who these valuable consumers are can fine-tune their holiday marketing efforts for improved prospecting and customer engagement results.

“Insights drawn from this study allow retailers to anticipate shopping patterns, customize and focus marketing messages, determine pricing, plan direct and in-store marketing, and localize marketing,” Harold said.

Acxiom’s study places consumers into three distinct segments: those likely to loosen spending sooner, those not likely to change from current behavior, and those tightening spending and retreating further.

Key findings indicate:

• Potential Rebounders, recognized in Acxiom’s 2008 study as the most likely to rebound first, still appear to be the most likely to be ahead of the curve in economic recovery. This group includes:
  • Savvy Spenders (mostly affluent, married)
  • Protecting the Dream (middle income, city, young adult, married)
  • It’s My Life (affluent younger adults, many single with no kids)
• Protecting the Dream consumers, despite being the most income-constrained of the three Potential Rebounders, show slight signs of loosening spending, based on recent grocery purchases and dining out choices. They show a preference for department or specialty stores over discounters for women’s clothing, electronics and groceries.
• Status Quo segments are a bit mixed but share in both a positive perspective of the economy and the same or less restraint on managing personal finances.