Utahns to spend conservatively for holidays

Taylorsville resident Jennifer Miller plans to spend less on Christmas gifts this year than she did last year.

"We will probably cut back on how many gifts we send out this year to extended family," she said.

Miller and her husband haven't decided whether they'll spend as much on their two children as they normally would or if they will cut back — Miller is not anticipating a pay raise next year.

Miller's Christmas shopping plans reflect those of a majority of Utahns, according to a new Dan Jones & Associates poll.

The poll, conducted Nov. 19-23, found that 43 percent of Utahns are going to spend less this year than they did last year, and that 52 percent are going to spend about the same amount. The telephone poll was conducted statewide and 408 Utahns responded. The margin of error was plus or minus 5 percent.

The respondents' answers were similar to answers given in a Dan Jones poll with the same questions last year, except that this year, fewer people will cut back and more people are spending the same — possibly reflecting that the economy is turning a corner.

Alison Stone of Salt Lake City has told her children it will be a leaner Christmas. She wants to build up her savings.

"I think it's good for the children to experience," she said. "It's one thing to see it on the news. It's another to live it."

When broken down by demographics, the Dan Jones poll conducted for the Deseret News found that respondents with less education were more likely to cut back. For instance, 60 percent of people with less than a high school education are spending less, as are 44 percent of high school graduates, 45 percent of people with some college experience or technical school degrees, and 39 percent of college graduates.

Similar trends emerged among family incomes. Seventy-four percent of families earning less than $25,000 a year were cutting back this year, while the percentage was lower at higher income levels. For example, 32 percent of people earning more than $75,000 annually expected to cut back on holiday spending.

Jeff Bruce, district manager for the 12 Old Navy stores in Utah, is optimistic about sales this holiday season.

"We've done fairly well in the economy because our prices have been at a good price point for families," he said. "I know with Black Friday, we're trying to make sure all of our prices are compelling enough so people can outfit the entire family."