BIGresearch: Walmart, Kohl’s and JCPenney Shoppers Lean
Towards McCain; Macy’s & Target Shoppers Towards Obama

Percentage of Undecided Voters Consistent Among Retailers

COLUMBUS, OH – (MARKET WIRE) – 8/19/08 – When asked to “vote” as if the election were held today, Walmart, Kohl’s and JCPenney Shoppers are more likely to vote for McCain; while Macy’s and Target Shoppers say they would cast a ballot for Obama, according to BIGresearch's (http://www.bigresearch.com) August Consumer Intentions and Actions (CIA) Survey. The percentage of undecided voters for each of these retailers is fairly even, with the exception of Macy’s Shoppers.

If the Presidential Election were held today, who would you vote for?

            Walmart     Kohl’s      JCPenney    Macy's      Target
            Shoppers    Shoppers    Shoppers    Shoppers    Shoppers
McCain      41.4%       43.8%       42.8%       34.2%       32.6%
Obama       33.3%       31.0%       32.4%       47.2%       41.5%
Undecided   21.1%       21.5%       21.6%       16.0%       21.8%

Source: BIGresearch, Aug 08 CIA

Although Walmart Shoppers are leaning towards McCain, they are split down the political line; 37.1% align with the Democrats and 36.5% with Republicans. JCPenney Shoppers are divided evenly as well (37.4% Democrat v. 36.4% Republican). However, Kohl’s Shoppers tend to consider themselves on the right side of the aisle at 39.3% (v. 33.7% Democrat).

Macy’s Shoppers are much more likely to be Democrat at 46.7% (v. 31.1% Republican) and so are Target Shoppers (40.6% v. 31.7% Republican).

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Of the Walmart and Kohl’s Shoppers who are still undecided, over 29% of each say they will make a decision the day of the Election. Over a quarter of JCPenney (25.3%) and 21.5% of Target Shoppers will also decide at the wire. However, it appears that Macy’s Shoppers will have already made up their minds at that point; only 15.3% plan to decide at the last minute.

“Looking at such detail as how specific retailer shoppers are planning to vote in November provides valuable insights into the mood of shoppers/voters,” said Gary Drenik, President of BIGresearch. “By understanding the political preferences of these voter groups, it’s indicative of socio-economic impact on political preferences and indecisions. Perhaps McCain should consider a bus tour through Walmart parking lots and Obama could use Target.”

About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch conducts the Consumer Intentions and Actions (CIA) Survey which monitors more than 7,500 consumers each month. The CIA delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. Unlike indicators based on past performance, this data brings intelligence on where the retail consumer is going, their intentions and actions. They also conduct the Simultaneous Media Survey (SIMM) of more than 15,000 consumers twice each year.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent. http://www.bigresearch.com

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