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.