All year gifting, 2019
Summary
Average spend fell across a number of occasions with 30.2% of consumers feeling financially worse off compared to this time last year and therefore prioritizing spending on certain recipients and occasions. Sainsbury's and ASDA must do more to compete with Tesco as it remains the most popular retailer - 24.5% of all year gifting shoppers purchased a gift from Tesco.
Department stores are popular among consumers for purchasing gifts for occasions such as weddings and birthdays, as 44.9% of UK consumers who purchased a gift in a store bought from a department store. As struggling department store retailers such as Debenhams and House of Fraser close stores, other retailers should position themselves to gain share of gifting spend.
Department stores are the second most popular physical location for purchasing gifts with Debenhams being the eighth most popular retailer for purchasing gifts, and John Lewis tenth, however retailers Tesco and Amazon take the top spots. As most Debenhams and House of Fraser shoppers are unlikely to have a branch of the same retailer nearby, the retailers must focus on persuading these shoppers to purchase online with them after store closures. Otherwise, the grocers and Amazon are well positioned to steal this gifting spend from department stores.
The popularity of department stores is bolstered by the presence of branded products across a number of sectors, more premium items and a perception of being an appropriate location to purchase gifts for special occasions. Department stores are the most popular for purchasing gifts for weddings and engagements, as quality is the most important driver of retailer choice and gift recipients direct purchasers to department stores due to the presence of gift list services.
To harness gifting spend after the closure of department stores (Debenhams announced the proposed closure of 22 locations last week as part of a CVA) which often have uninspiring product ranges and store environments, retailers should promote the quality of their ranges, especially for more special occasions such as engagement and new baby gifts. Low prices should also be highlighted (53.1% of all year gifting shoppers consider this when choosing where to purchase gifts) on items for occasions such as retirement and life achievements such as promotions or passing driving tests, when consumers wish to spend less.
Supermarkets are in a good position to capture gifting spend as they already offer a wide range of products at low prices, but to entice more shoppers they must improve their reputation for good quality. Amazon is set to grow in popularity due to the appeal of its often lower prices, vast product range and the convenience it offers, especially to Prime members.
The "All year gifting, 2019", report offers a comprehensive insight into the consumer dynamics and spending habits of consumers for year-round gifting occasions such as birthdays, weddings and new babies. The report analyses the major players, the main trends, and consumer attitudes.
Scope
Reasons to Buy
Summary
Average spend fell across a number of occasions with 30.2% of consumers feeling financially worse off compared to this time last year and therefore prioritizing spending on certain recipients and occasions. Sainsbury's and ASDA must do more to compete with Tesco as it remains the most popular retailer - 24.5% of all year gifting shoppers purchased a gift from Tesco.
Department stores are popular among consumers for purchasing gifts for occasions such as weddings and birthdays, as 44.9% of UK consumers who purchased a gift in a store bought from a department store. As struggling department store retailers such as Debenhams and House of Fraser close stores, other retailers should position themselves to gain share of gifting spend.
Department stores are the second most popular physical location for purchasing gifts with Debenhams being the eighth most popular retailer for purchasing gifts, and John Lewis tenth, however retailers Tesco and Amazon take the top spots. As most Debenhams and House of Fraser shoppers are unlikely to have a branch of the same retailer nearby, the retailers must focus on persuading these shoppers to purchase online with them after store closures. Otherwise, the grocers and Amazon are well positioned to steal this gifting spend from department stores.
The popularity of department stores is bolstered by the presence of branded products across a number of sectors, more premium items and a perception of being an appropriate location to purchase gifts for special occasions. Department stores are the most popular for purchasing gifts for weddings and engagements, as quality is the most important driver of retailer choice and gift recipients direct purchasers to department stores due to the presence of gift list services.
To harness gifting spend after the closure of department stores (Debenhams announced the proposed closure of 22 locations last week as part of a CVA) which often have uninspiring product ranges and store environments, retailers should promote the quality of their ranges, especially for more special occasions such as engagement and new baby gifts. Low prices should also be highlighted (53.1% of all year gifting shoppers consider this when choosing where to purchase gifts) on items for occasions such as retirement and life achievements such as promotions or passing driving tests, when consumers wish to spend less.
Supermarkets are in a good position to capture gifting spend as they already offer a wide range of products at low prices, but to entice more shoppers they must improve their reputation for good quality. Amazon is set to grow in popularity due to the appeal of its often lower prices, vast product range and the convenience it offers, especially to Prime members.
The "All year gifting, 2019", report offers a comprehensive insight into the consumer dynamics and spending habits of consumers for year-round gifting occasions such as birthdays, weddings and new babies. The report analyses the major players, the main trends, and consumer attitudes.
Scope
- Card Factory is perceived as the best retailer for promoting deals of all year gifting products, as its expansion into non-card products at low prices has appealed to shoppers looking for value for money.
- Shoppers want advice on what gifts to buy - 74.3% of consumers stated that they believe it is convenient to have a gift list, as advice from recipients can ensure that they give the best present for the person.
- Amazon has continued to further build its appeal in gifts, with 22.3% of consumers who made gifting purchases using the online giant compared to 18.8% last year.
Reasons to Buy
- Use our in-depth consumer insight to learn which areas within all year gifting shopping are most important to ensure that product offerings are catering to the needs and wants of customers - for example whether consumers believe they should give a card and/or gift for a certain occasion.
- Understand what drives consumers to choose a retailer for their purchases for certain gifting occasions, such as quality of products, prices and the importance of general gifting ranges in order to maximise sales potential.
- Use our in-depth analysis of the leading retailers for gifting occasions in order to understand how to appeal shoppers and maximise market share.
Table of Contents
- THE KEY FINDINGS
- The Key Findings
- Average spends fall across a number of occasions as consumers prioritise spending
- Sainsbury's and ASDA must do more to compete with Tesco as it remains the most popular retailer
- More consumers think they should buy gifts than cards for a new baby and weddings
- Trend insight - stores
- CONSUMER ATTITUDES
- Key findings
- Buying dynamics
- Financial wellbeing
- Financial spending
- Gift spending
- Research
- Retailer selection
- Retailer ratings - grocers
- Retailer ratings - non-food retailers
- Perceptions of giving cards and gifts
- All year gifting statements
- Social media
- Gifting
- Key findings
- Retailer selection
- Attitudes towards gifting
- Channel usage
- Device usage
- Fulfilment
- Retailer used
- Spending
- Buying dynamics
- Bought for
- Categories purchased
- Research
- Buying dynamics
- Birthdays
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Weddings/engagements
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Pregnancy/new baby
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Religious/ceremonial occasions
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Life achievements
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Retirement/leaving occasions
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Gratitude/sympathy
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Spontaneous gifting
- Key findings
- Retailer selection
- Buying dynamics
- Bought for
- Categories purchased
- Channel usage
- Device usage
- Fulfilment
- Research
- Methodology
- Technical details: consumer survey work
List of Tables
- Retailer ratings across key measures - grocers, 2019
- Retailer ratings across key measures - non-food retailers, 2019
- Products purchased - clothing & accessories, 2018 & 2019
- Retailers used - clothing & accessories, 2018 & 2019
- Products purchased - plants & flowers, 2018 & 2019
- Retailers used - plants & flowers, 2018 & 2019
- Products purchased - books, 2018 & 2019
- Retailers used - books, 2018 & 2019
- Products purchased - gift food & drink, 2018 & 2019
- Retailers used - gift food & drink, 2018 & 2019
- Products purchased - toys & games, 2018 & 2019
- Retailers used - toys & games, 2018 & 2019
- Products purchased - health & beauty, 2018 & 2019
- Retailers used - health & beauty, 2018 & 2019
- Products purchased - fine jewellery & watches, 2018 & 2019
- Retailers used -fine jewellery & watches, 2018 & 2019
- Products purchased - homewares, 2018 & 2019
- Retailers used - homewares, 2018 & 2019
- Products purchased - music & video, 2018 & 2019
- Retailers used - music & video, 2018 & 2019
- Products purchased - footwear, 2018 & 2019
- Retailers used - footwear, 2018 & 2019
- Products purchased - electrical products, 2018 & 2019
- Retailers used - electrical products, 2018 & 2019
- Products purchased - stationery, 2018 & 2019
- Retailers used - stationery, 2018 & 2019
- Products purchased - baby products, 2018 & 2019
- Retailers used - baby products, 2018 & 2019
- Products purchased - computers, 2018 & 2019
- Retailers used - computers, 2018 & 2019
- Products purchased - sports products, 2018 & 2019
- Retailers used - sports products, 2018 & 2019
- Products purchased - gardening & DIY, 2018 & 2019
- Retailers used - gardening & DIY, 2018 & 2019
List of Figures
- All year gifting shopper penetration, by demographic & region, 2019, & 2018 penetration
- Financial wellbeing compared to last year, 2018 & 2019
- How consumers financed all year gifting spending, 2018 & 2019
- All year gifting spending compared to last year, 2018 & 2019
- What occasions shoppers purchased for, 2019 & change on 2018
- When shopping for gifts, what activities have you undertaken online over the past year, 2018 & 2019
- Which retailer would you typically go to first when looking to purchase all year gifting, 2019
- Which occasions consumers believe they should give cards and gifts for, 2019
- Agreement & disagreement with statements about all year gifting, 2019
- Which social media sites do you use, 2019
- Did you purchase an item as a gift that you saw on social media, 2019
- What's driving retailer selection - overall gifting, 2019 & change on 2018
- Agreement statements - It is more convenient to have a gift list, (by demographic & male/female) 2019 & 2018 overall
- Agreement statements - It is acceptable to have a gift list, (by demographic & male/female) 2019 & 2018 overall
- Agreement statements - It is acceptable to ask for vouchers/gift cards, (by demographic & male/female) 2019 & 2018 overall
- Agreement statements - It is acceptable to ask for cash gifts instead of a present, (by demographic & male/female) 2019 & 2018 overall
- Agreement statements - It is acceptable to ask friends/family for donations to a large purchase, (by demographic & male/female) 2019 & 2018 overall
- Consumers using each channel for purchasing gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing gifts, 2019 (browsed and purchased)
- Consumers using each device for gifting, 2019 (browsed and purchased)
- Fulfilment options for gift purchases made online, 2019
- Retailers shopped at for gifting, 2018 & 2019
- Average spend per occasion on gifting, 2019 & change on 2018
- Birthday gifting penetration, 2019 (by demographic & male/female) & 2018
- Weddings/engagements gifting penetration, 2019 (by demographic & male/female) & 2018
- Pregnancy/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
- Religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
- Life achievement gifting penetration, 2019 (by demographic & male/female) & 2018
- Retirement/leaving gifting penetration, 2019 (by demographic & male/female) & 2018
- Gratitude/sympathy gifting penetration, 2019 (by demographic & male/female) & 2018
- Spontaneous gifting penetration, 2019 (by demographic & male/female) & 2018
- Holiday souvenir gifting penetration, 2019 (by demographic & male/female)
- Gift recipients - overall gifting, 2019 & change on 2018
- Products purchased - overall gifting, 2019 & change on 2018
- Research undertaken - overall gifting, 2019
- Clothing & accessories gifting penetration, by demographic, 2018 & 2019
- Plants & flowers gifting penetration, by demographic, 2018 & 2019
- Books gifting penetration, by demographic, 2018 & 2019
- Gift food & drink gifting penetration, by demographic, 2018 & 2019
- Toys & games gifting penetration, by demographic, 2018 & 2019
- Health & beauty gifting penetration, by demographic, 2018 & 2019
- Fine jewellery & watches gifting penetration, by demographic, 2018 & 2019
- Homewares gifting penetration, by demographic, 2018 & 2019
- Music & video gifting penetration, by demographic, 2018 & 2019
- Footwear gifting penetration, by demographic, 2018 & 2019
- Electrical products gifting penetration, by demographic, 2018 & 2019
- Stationery gifting penetration, by demographic, 2018 & 2019
- Baby products gifting penetration, by demographic, 2018 & 2019
- Computers gifting penetration, by demographic, 2018 & 2019
- Sports products gifting penetration, by demographic, 2018 & 2019
- Gardening & DIY gifting penetration, by demographic, 2018 & 2019
- Personalisation - overall gifting, 2018 & 2019
- Personalisation - books, clothing & accessories, health & beauty, homewares, stationery, and fine jewellery & watches, 2018 & 2019
- What's driving retailer selection - birthdays, 2019 & change on 2018
- Birthday gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - birthday, & average spend per recipient, 2019
- Products purchased - birthday, 2019 & change on 2018
- Consumers using each channel for purchasing birthday gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing birthday gifts, 2019 (browsed and purchased)
- Consumers using each device for birthday gifting, 2019 (browsed and purchased)
- Fulfilment options for birthday gift purchases made online, 2018 & 2019
- Research undertaken - birthday, 2019
- What's driving retailer selection - weddings/engagements, 2019 & change on 2018
- Weddings/engagements gifting penetration, 2019 (by demographic & male/female) & 2018
- Weddings gifting penetration, 2019 (by demographic & male/female) & 2018
- Weddings/relationship anniversaries gifting penetration, 2019 (by demographic & male/female) & 2018
- Engagements gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - weddings/engagements, & average spend per recipient, 2019
- Products purchased - weddings/engagements, 2019 & change on 2018
- Consumers using each channel for purchasing weddings/engagement gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing wedding/engagement gifts, 2019 (browsed and purchased)
- Consumers using each device for weddings/engagement gifting, 2019 (browsed and purchased)
- Fulfilment options for weddings/engagement gift purchases made online, 2018 & 2019
- Research undertaken - wedding/engagement, 2019
- What's driving retailer selection - pregnancy/new baby, 2019
- Pregnancy/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
- Pregnancy gifting penetration, 2019 (by demographic & male/female) & 2018
- Baby shower/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
- Maternity/paternity leave gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - pregnancy/new baby, & average spend per recipient, 2019
- Products purchased - pregnancy/new baby, 2019 & change on 2018
- Consumers using each channel for purchasing pregnancy/new baby gifting, 2019 (browsed and purchased)
- Consumers using each store type for purchasing pregnancy/new baby gifting, 2019 (browsed and purchased)
- Consumers using each device for pregnancy/new baby gifting, 2019 (browsed and purchased)
- Fulfilment options for pregnancy/new baby gift purchases made online, 2019
- Research undertaken - pregnancy/new baby, 2019
- What's driving retailer selection - religious/ceremonial, 2019 & change on 2018
- Religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
- Christening gifting penetration, 2019 (by demographic & male/female) & 2018
- Holy Communion gifting penetration, 2019 (by demographic & male/female) & 2018
- Bar Mitzvah/Bat Mitzvah gifting penetration, 2019 (by demographic & male/female) & 2018
- Other religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - religious/ceremonial occasions, & average spend per recipient, 2019
- Products purchased - religious/ceremonial occasions, 2019 & change on 2018
- Consumers using each channel for purchasing religious/ceremonial occasions gifting, 2019 (browsed and purchased)
- Consumers using each store type for purchasing religious/ceremonial occasions gifting, 2019 (browsed and purchased)
- Consumers using each device for religious/ceremonial occasions gifting, 2019 (browsed and purchased)
- Fulfilment options for religious/ceremonial occasions gift purchases made online, 2018 & 2019
- Research undertaken - religious/ceremonial occasions, 2019
- What's driving retailer selection - life achievements, 2019 & change on 2018
- Life achievement gifting penetration, 2019 (by demographic & male/female) & 2018
- Educational achievement gifting penetration, 2019 (by demographic & male/female) & 2018
- Passing driving test gifting penetration, 2019 (by demographic & male/female) & 2018
- New home gifting penetration, 2019 (by demographic & male/female) & 2018
- New job gifting penetration, 2019 (by demographic & male/female) & 2018
- Other life achievement occasions gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - life achievement, & average spend per recipient, 2019
- Products purchased - life achievement, 2019 & change on 2018
- Consumers using each channel for purchasing life achievement gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing life achievement gifts, 2019 (browsed and purchased)
- Consumers using each device for life achievement gifting, 2019 (browsed and purchased)
- Fulfilment options for life achievement gift purchases made online, 2018 & 2019
- Research undertaken - life achievement, 2019
- What's driving retailer selection - retirement/leaving, 2019 & change on 2018
- Retirement/leaving gifting penetration, 2019 (by demographic & male/female) & 2018
- Leaving do gifting penetration, 2019 (by demographic & male/female) & 2018
- Retirement gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - retirement/leaving, & average spend per recipient, 2019
- Products purchased - retirement/leaving, 2019 & change on 2018
- Consumers using each channel for purchasing retirement/leaving gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing retirement/leaving gifts, 2019 (browsed and purchased)
- Consumers using each device for retirement/leaving gifting, 2019 (browsed and purchased)
- Fulfilment options for retirement/leaving gift purchases made online, 2018 & 2019
- Research undertaken -retirement/leaving, 2019
- What's driving retailer selection - gratitude/sympathy, 2019 & change on 2018
- Gratitude/sympathy gifting penetration, 2019 (by demographic & male/female) & 2018
- Thank you gifting penetration, 2019 (by demographic & male/female) & 2018
- End of year teacher gifting penetration, 2019 (by demographic & male/female) & 2018
- Get well soon gifting penetration, 2019 (by demographic & male/female) & 2018
- Sympathy/condolences gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - gratitude/sympathy, & average spend per recipient, 2019
- Products purchased - gratitude/sympathy, 2019 & change on 2018
- Consumers using each channel for purchasing gratitude/sympathy gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing gratitude/sympathy gifts, 2019 (browsed and purchased)
- Consumers using each device for gratitude/sympathy gifting, 2019 (browsed and purchased)
- Fulfilment options for gratitude/sympathy gift purchases made online, 2018 & 2019
- Research undertaken -gratitude/sympathy, 2019
- What's driving retailer selection - spontaneous gifting, 2019 & change on 2018
- Spontaneous gifting penetration, 2019 (by demographic & male/female) & 2018
- Gift recipients - spontaneous gifting, & average spend per recipient, 2019
- Products purchased - spontaneous gifting, 2019 & change on 2018
- Consumers using each channel for purchasing spontaneous gifts, 2019 (browsed and purchased)
- Consumers using each store type for purchasing spontaneous gifts, 2019 (browsed and purchased)
- Consumers using each device for spontaneous gifting , 2019 (browsed and purchased)
- Fulfilment options for spontaneous gifting gift purchases made online, 2018 & 2019
- Research undertaken -spontaneous gifting, 2019
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Sainsbury's
- ASDA
- Tesco
- Oliver Bonas
- Kikki.K
- Paperchase
- Clintons
- Paper & Script
- WH Smith
- Anthropologie
- Urban Outfitters
- John Lewis
- Next
- JOY
- Zara
- H&M
- ASOS
- TK Maxx
- Heyland and Whittle
- Nip & Fab
- Card Factory
- Poundland
- Lidl
- Marks & Spencer
- Amazon
- Waitrose
- Debenhams
- House of Fraser
- Primark
- Argos
- Sports Direct
- The Works
- Boots
- New Look
- Morrisons
- Interflora
- Aldi
- Waterstones
- Blackwells
- Apple
- Thorntons
- Smyths Toys
- The Entertainer
- B&M
- Home Bargains
- Wilko
- Superdrug
- The Body Shop
- Lush
- The Perfume Shop
- Pandora
- H Samuel
- Swarovski
- Warren James
- Goldsmiths
- Dunelm
- HMV
- CeX
- Nike
- Foot Locker
- Adidas
- Matalan
- Dixons Carphone
- GAME
- The Range
- eBuyer
- Ryman
- Mothercare
- AO.com
- JD Sports
- Nike
- North Face
- Under Armour
- B&Q
- Wyevale
- Dobbies
