Kenmore Commissions Holiday Survey

Holiday SurveyFrom holiday cooking disasters to proper party etiquette, holiday events often prove to be a point of stress during what should be the happiest time of the year. Turns out that that hosts tend to spend more time in the kitchen rather than visiting with guests. According to a recent holiday survey commissioned by Sears Private Brand Kenmore, Americans spend five hours in the kitchen preparing food and drink and cleaning up for their holiday parties.

“Even the most experienced hosts could use a bit of help around the holidays,” said Michael Castleman, president, Kenmore, Craftsman and DieHard and SVP of Sears Holdings. “The Kenmore brand offers appliances to maximize efficiency, provide more capacity and deliver the best results to make the holidays not only a little less hectic, but also more enjoyable.”

The survey also found that 65% of people cite prep activities such as cleaning the house, decorating, cooking or finalizing the holiday menu as the activities they need most help with during the holidays.

Guest Stress?
Holiday hosts aren’t the only ones with party prep issues. According to the Kenmore survey:

  • 85% of Americans have struggled to find a unique gift for a holiday party host and often arrive with no gift. Eliminate unnecessary stress with a little sensibility.
  • 79% of Americans prefer a practical gift that they could use in their home beyond the holidays over a trendy novelty gift.

Eliminate Post-Party Depression
The party may end, but the night is not over for the hostess. Cleaning up after guests is such a hassle that 83% of people have entirely avoided making certain foods because of the extensive cleanup.

In addition, the survey also finds that clean up isn’t confined to typical places in the home. According to the survey, 61% of people have found party leftovers in strange locations including under the couch (35%) and under the bed (10%).

To put a new spin on your holiday meals visit cookmore.com, the unique Kenmore recipe sharing website. Browse hundreds of recipes or add your own. In addition, anyone who enters a recipe on cookmore.com will automatically become a Shop Your Way member and be able to take advantage of all of the points, perks and privileges of this free membership.

*Methodology: The Kenmore Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 representative U.S. adults ages 18+, between October 11(th) and October 16(th) 2013, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.