AVERAGE OHIO HOUSEHOLD WILL SPEND ABOUT $1,000 DURING HOLIDAYS

   COLUMBUS -- Ohioans say they will spend almost $1,000 during the holiday shopping season this year, about the same as in 1998, according to a survey done by Ohio State University.

   The average family planned to spend $942, compared to $1,006 last year.

   "Retailers in Ohio enjoyed a good season last year and this one should be just about the same," said Lucia Dunn, professor of economics and one of the researchers working on the survey. "The economy is still going strong and people seem willing to spend."

   Ohio State's Survey Research Unit interviewed Ohio residents during November as part of its monthly telephone survey examining consumer issues.

   Spending plans for the season ranged from an average of $688 for those making less than $20,000 a year to $1,356 for those making more than $50,000. "There's not as much difference in holiday spending between the lower and higher income people as you might imagine," Dunn said. "This means consumers at all income levels are participating in holiday spending."

   The results suggested that of the three largest metropolitan areas, Cincinnati has the most generous gift-givers. Cincinnati residents reported they would spend an average of $1,214 this season -- 55 percent more than Columbus residents, who planned to spend $783. Cleveland residents were in the middle at $812.

   "That was an interesting finding, but there's no way to say for sure why we saw those big differences in planned spending," Dunn said.

   Ohio State researchers use results from the survey to calculate the Ohio Consumer Confidence Index. The index stood at 99 for November, essentially unchanged from its 99.4 value in October. This indicates that consumers are confident in the state and national economy and are "poised to deliver another strong holiday for Ohio retailers," Dunn said.

   The Ohio Consumer Debt Index rose about 3 percent in November, which is normal as Ohioans begin to use their credit cards more for the holiday shopping season, she said.

Contact: Lucia Dunn, (614) 292-8071
Written by Jeff Grabmeier, (614) 292-8457