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Gifting Report 2006: The Who, What, Where, How Much and Why of Gift Giving & Shopping
Unity Marketing, May 2006, Pages: 134
Chapter 1: Gifting Market Research Study
Overview
Consumer research that focuses on gifting (i.e. “verb”), not the gift (i.e. “noun”)
Research Objectives
Research Methodology
Phase 1: Qualitative Focus Groups
Phase 2: Quantitative Online Survey Research
2003 Annual Survey
2005 Gift Tracker Survey
- Figure 1: Gift Survey Sample Income Distribution
- Figure 2: Gifter Sample Age and Generation Distribution
Chapter 2 : About the Gifting Market
Overview of Gift Giving Market
- Figure 3: Annual Expenditures on Gifts for People Outside the Home (Source: Bureau
of Labor Statistics, CEX)
Typical Gift Giver Spent Just Under $2,000 Buying Gifts in 2005
- Figure 4: Gift Spending by Holidays and Occasions, 2005 & 2003
Consumers Aged 45-to-54 and the Affluent Spent the Most on Gifts
- Figure 5: Gift Spending by Demographic Segment, for Holidays and Occasions
Gifters Spent Most Buying Entertainment & Recreation Gifts
- Figure 6: Gift Spending by Product Category
Total Gift Market Size by Product Category
- Figure 7: Total Market for Gifts by Product Category
Chapter 3: About Gift Giving Holidays & Occasions
Christmas and Birthdays Were Top Gifting Occasions in 2005
- Figure 8: Gift Purchase Incidence and Average Spending by Holiday and Occasions,
2005 & 2003
- Figure 9: Total Gifting Budget by Holiday and Occasion, 2005
Holiday Gifting Overview
- Figure 10: Holiday Gifting Summary (percentage who gave gifts for the holiday; average
spending; number of people on gift list; average spending per person)
Christmas/Hanukkah Was Top Gifting Holiday
Mother’s Day Was Second Most Important Gifting Holiday
Valentine’s Day Ranked as Third Most Popular Gifting Holiday
Father’s Day Gifting Overview
Easter/Passover Gifting Overview
Halloween Gifting Overview
Thanksgiving Gifting Overview
Other Gifting Holidays
Occasion Gifting Overview
- Figure 11: Occasion Gifting Summary (percentage who gave gifts for the occasion;
average spending; number of people on gift list; average spending per person)
Birthdays Were the Top Gifting Occasion and Accounted for Second Largest Share of Budget
One-Third of Gifters Gave Anniversary Gifts
Friendship, Thank You and Just Because Gifts Were Important Reason for Gifting
New Baby Gifting Overview
Weddings Were the Fifth Most Popular Gifting Occasion
Graduation Gifting Overview
Romance Was a High Spending Occasion
Travel Souvenirs Gifting Overview
Work-related Events Gifting Overview
Hostess/Housewarming Gifting Overview
School Events/Teachers' Gifts
Religious Events
Apology Gifting Occasions
Chapter 4: About Trends in Gift Giving
Gift Marketing Strategy - Get More People to Buy More Gifts for More People More Often for More Money
- Figure 12: Trends in Gifting
Gifting Is Rare Opportunity for Exponential Marketing
Gift Shoppers Also Buy Themselves Gifts
- Figure 13: How Frequently Gifter Purchases Self-gifts
About Gift Shopping Experiences Last Time Went Shopping for a Gift
- Figure 14: About the Last Gift Shopping Experience (2003 survey)
Chapter 5: About Selecting the Perfect Gift
The Perfect Gift Is Something that the Recipient Will Like but Is Unlikely to Buy for Him or Herself
Describing a “good gift”
Comments on what makes a good gift
Emotional Values, Followed by Product Quality, Are Top Gift Attributes
- Figure 15: Attributes Rated Very Important in a Good Gift
Gifters’ Satisfaction Tied to How Well They Know the Recipient’s Taste
Gifts on sale
Last minute gift selection
Personalized gifts
Gifts that target a special interest:
Gift selection for someone not well known
Feels insulted when a gift is returned
Stores selected for easy return
Opportunistic gift purchase:
Practical gifts
About Setting the Budget for a Gift
Greeting Cards Most Often Bought to Accompany Gift
- Figure 16: Greeting Card, Wrap and Embellishments included with Gift (1&2Q2005)
Many Gifters Buy and Stash Gifts
Many Active Gift Givers Also Like to Get Gifts
Obligation or discomfort in receiving:
Too personal, prefer to give and receive practical gifts
Chapter 6: About Selecting the Particular Gift Item
Gifting Occasion Important in Selecting Gift
- Figure 17: Gift Choices, 2005
Gift Selections during the Fourth Quarter Change from Rest of Year
- Figure 18: Gift Selections throughout the Year
Average Amount Spent on Different Types of Gifts
Giftables Were Gifters’ Third Favorite Choice
- Figure 20: Giftables Product Details
Entertainment and Recreation Gifts Were Most Popular Gift Category
- Figure 21: Entertainment & Recreational Gifts Details
Gift Certificates and Cash Were Second Most Popular Gift
Clothing and Fashion Accessories Gifts Were Bought by 45 Percent of Gifters
- Figure 22: Clothing & Fashion Accessories Gifts Details
About One-Third of Gifters Bought Consumables
- Figure 23: Consumables Gifts Details
Personal Care and Beauty Products Bought by About One-Third of Gifters
- Figure 24: Personal Care Gifts Details
Jewelry and Watches Was Category with Highest Average Spending
- Figure 25: Jewelry and Watch Gifts Details
Home Furnishings and Operations Gifts Were Low Purchase Incidence-High Spending
Category
- Figure 26: Home Furnishings Gifts Details
Gifts of Experiences Were Least Gifted
- Figure 27: Gifts of Experience Details
Gifting Decision Tree — How the Gift Is Selected
Gift Registries Only Occasionally Important
- Figure 28: Use of Gift Registry in Selecting Gift (1&2Q2005 Gift Tracker)
Discussion of Popular Product Choices
Baskets, Boxes and Tins:
Candles, Aromatherapy, Scented Gifts
Collectibles
Dinnerware, China, Tabletop
Figurines:
Flowers, Plants, Garden Decorations
Kitchenware & Housewares:
Licensed Merchandise
Personal Care
Personalized Merchandise:
Pet Gifts:
Photography Gifts, including Picture Frames:
Seasonal Decorations, including Christmas Ornaments and Lighted Villages
Toys, Games, Dolls
Vases, Urns and Pots:
Wine Accessories, Barware, Beer Accessories:
Chapter 7: About Selecting a Store to Shop for Gifts
Store Selection Hinges on Price
- Figure 29: Store Attributes Rated Very Important
Internet Delivers a Shopping Experience Some Gifters Crave
Discount Department Stores Rank as First Place to Shop for Gifts in Seven out of Eight
Categories
- Figure 30: Where Gifters Shop for Gifts
Giftables Top Shopping Destinations
- Figure 31: Giftables Top Shopping Destinations
Entertainment and Recreational Goods Top Shopping Destinations
- Figure 32: Entertainment and Recreational Goods Top Shopping Destinations
Store Gift Certificate Top Shopping Destinations
- Figure 33: Store Gift Certificate Top Shopping Destinations
Consumables Top Shopping Destinations
- Figure 34: Consumables Top Shopping Destinations
Personal Care and Beauty Care Products Top Shopping Sources
- Figure 35: Personal Care and Beauty Care Products Top Shopping Destinations
Jewelry and/or Watches Top Shopping Destinations
- Figure 36: Jewelry and Watches Top Shopping Destinations
Home Furnishings and Home Operations Top Shopping Destinations
- Figure 37: Home Furnishings Top Shopping Destinations
Gift Shoppers Describe the Shopping Experience
Store Brands and Product Brands Interact in Gifting
Gift Shoppers are Ambivalent about Gift Registries
Gift registries make gifting easier for some
Others view gift registries/wish lists for everything but weddings as improper, even offensive
Check gift registry, but shop somewhere else
Stores Should Make Gift Shopping Easier
Complimentary gift-wrap
Better in-store service
Traditional Gift Stores Don’t Connect with the Gifting Consumer
Place to find items not available elsewhere
Place to buy greeting cards
Place to shop while traveling, but not at home
Too expensive
Don't carry the kind of gifts they like to give
Place to browse, not to buy:
Not convenient
Chapter 8: About the Different Types of Gifting Shoppers
Different Types of Gifting Consumers and Their Distinctive Motivations in Gifting
Gifter Attitudes about Gift Shopping
- Figure 38: Attitudes about Gifting
Four Types of Gifters Distinguished by Differing Attitudes and Behaviors Surrounding Gift Giving and Gift Shopping
Personalities’ Attitudes about Gifting
- Figure 39: Personalities' Attitudes toward Gifting
Emotional Ethel/Ed Loves Gifting
Emotional Ethel/Ed Demographic Distinctives
How Much Emotional Ethel/Ed Spends on Gifts
Practical Patty Plans for Gift Shopping
Practical Patty Demographic Distinctives
How Much Practical Patty Spends on Gifts
Gift-Challenged Charlie Needs Gifting Help
Gift-Challenged Charlie Demographic Distinctives
How Much Gift-Challenged Charlie Spends on Gifts
Just In Time Justin Waits Until the Last Minute
Just in Time Justin Demographic Distinctives
How Much Just in Time Justin Spends on Gifts
Field Guide to the Gifting Personalities
- Figure 40: Field Guide to the Gifting Personalities
Chapter 9: About Maximizing Sales to the Gifting Market
Gifting is ‘Exponential’ Marketing Opportunity
Retailers and Marketers Must Develop Strategies to Enhance the Gifting Experience, Rather than Focus on the Gift
Baby Boomers, Aged 45-to-54 Years, and the Affluent Represent Best Target Markets for Gifting
Women are the Family’s Primary Gift Buyer
Gift Buying Extends Throughout the Year, Not JUST the Last Two Months
The Gifting Market Makes an Important Contribution to the Economy
Gifting to Become More Important as Connecting Replaces Cocooning as Dominant Cultural Trend
Gift Marketing Strategy - Get More People to Buy More Gifts for More People More Often for More Money
Self-Gifting Gives Retailers and Marketers an Additional Sales Opportunity
The Perfect Gift is Something that the Recipient will Like but is Unlikely to Buy for Him or Herself
Emotional Values, Followed by Product Quality, are Top Gift Attributes
Greeting Cards Most Often Bought to Accompany Gift
Many Gift Givers Buy and Stash Gifts
Gifting Occasion Important in Selecting Gift
Entertainment & Recreation Gifts are Gifters' Favorite Choice
Gifting Decision Tree — How the Gift is Selected
Store Selection Hinges on Price
Internet Delivers a Shopping Experience Some Gifters Crave
Discount Department Stores are First in Gift Shopping
Gifting Represents Significant Opportunity for Traditional Department Stores
Store Brands and Product Brands Interact in Gifting
Customers who bought this item also bought
Gifting 2003: The Dynamics of the Gifting Consumer
Gift Card Buying Trends: Shopper Intentions and Purchase Behaviors 2009
Gift Tracker Service -Tracking What Gifts People Buy and How Much They Spend On Gifts Each Quarter
Gift Cards Purchase & Redemption, Pre-Holiday Outlook 2008
Luxury Gifting (Luxury Tracking Report 4Q2004)
The Greeting Card, Stationery, Gift Wrap & Party Goods and Paper Crafting Report 2007
Gift and Souvenir Stores
The Affluent Market For Christmas and Hanukah Holiday Gifts: Forecast of December Holiday Gift Expenditures and the Recipients, Types, and Retail Sources of the Gifts
Gift and Souvenir Stores - Industry Profile
The Gifts & Decorative Accents Report : Who Buys Gifts and Home Decorative Accents, What They Buy and Why They Buy
Gift Registries in the United States 2008
Holiday Shopping in the United States 2009
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