RJ Magazine Top Menu

Demographics: Purchasing Patterns

Jewish Holiday Purchases

  • 92.3% buy gifts for family/friends before the Jewish holidays
    • 91.7% buy before Hanukkah
    • 39.2% buy before Passover
    • 18.8% buy before Rosh Hashanah

Gifts Bought

  • 57.3% bought holiday cards
  • 53.7% bought toys
  • 52.4% bought clothing
  • 46.3% bought household items
  • 31.1% bought wine
  • 29.9% bought flowers
  • 28.0% bought food

Year-Round Purchases

  • 77.3% gave a gift of wine in the last 12 months
  • 30.7% bought a watch in the last 12 months
  • 22.5% bought fine leather luggage/accessories in the last 12 months
  • 48.6% bought fine jewelry in the last 12 months

Mail/Phone Order

  • 76.2% ordered items via mail/phone last year (2 times the U.S. average)
    • 76.1% ordered clothing (2 times the U.S. average)
    • 27.5% ordered records/tapes/cassettes (2 times the U.S. average)
    • 10.1% ordered sports apparel/memorabilia (3 times the U.S. average)


Note: 92.3% of Reform Judaism readers purchase gifts before the Jewish holidays--and RJ is published 3-4 weeks before the holidays to maximize advertising success. 77.3% buy wine as a gift, 76.2% purchase clothing through the mail, and 48.6% buy fine jewelry. They represent a prime audience for advertisers seeking a market for pre-holiday, high-end purchasers.

 

Source: 
1999 MRI Reader Profile Study