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Gift Registries - US - April 2010

Traditionally reserved for brides- and mothers-to-be, gift registries provide both recipients and givers with a convenient way to ensure that more than the thought will count when it comes to gifts. While online shopping has given registries a boost, by making it easy to create and track registries from multiple retailers and also easing the buying process for out-of-town guests, a difficult economy has also created challenges as American consumers restrict discretionary spending. This report will discuss sector trends and potential strategies for succeeding with registries today, including:

  • Strategies from market leaders will be analyzed to determine potential opportunities
  • Competing methods of buying gifts, including off-registry buying as well as gift cards and cash gifts, will be studied to determine ways vendors can maximize registry use
  • Innovative players’ strategies will be discussed to determine emerging new features that can help encourage future growth
  • Key factors impacting gift registry usage will be discussed, including the long-lived recent recession and a rise in anti-consumerism; and the continued growth of online shopping
  • Based on data from Mintel proprietary surveys, a detailed overview of consumer behavior, attitudes and preferences regarding gift registries will be provided, including discussions of overall registry usage; occasions for which registries are typically created; gift selection; and overall attitudes on gift registries

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
            • Executive Summary

              • Registries: A key part of how consumers celebrate
                • Gift cards, cash and equivalent gifts are strong competitors
                  • A severe recession hits registries hard
                    • New trends in marriage, birth drive registries
                      • Bed Bath & Beyond, Macy’s and Target leading registry choices
                        • In-store promotions can make the difference
                          • Core 25-44 age group dominates registry usage
                            • Growing interest in hobbies, charitable donations
                              • Stores still lead registries, but web is growing
                                • For alternative events, housewarmings have greatest potential
                                • Insights and Opportunities

                                  • New messages around marriage
                                    • Gifts on the go
                                      • Gifts go social
                                      • Inspire Insights

                                          • Media Evolution—Augmented Reality
                                          • Market Overview

                                            • Overview
                                              • Wide variety of options, but offline still dominates
                                              • Competitive Context

                                                  • Gift cards—more thoughtful than cash?
                                                    • Non-gift registries—a rising trend
                                                    • Market Drivers

                                                      • A deep recession inspires a new austerity
                                                        • Figure 1: Disposable personal income, consumption and savings rates, 2006-09
                                                        • Figure 2: Average spending on weddings, 2007-09
                                                        • Figure 3: U.S. holiday spending, 2004-09
                                                      • New transitions in the institution of marriage
                                                        • Figure 4: U.S. number of marriages and marriage rate, 2004-08
                                                        • Figure 5: U.S. trends in marriage, divorce and cohabitation, 1990-2008
                                                      • New opportunities with same-sex couples
                                                        • Baby showers and related events remain an opportunity
                                                          • Figure 6: U.S. number of births and fertility rate, 2004-08
                                                        • Target the growing Hispanic population
                                                          • Figure 7: U.S. number of births, by race/Hispanic origin of mother, 2002-06
                                                      • Leading Companies

                                                          • Bed Bath & Beyond
                                                            • Macy’s
                                                              • Target
                                                                • The Knot
                                                                • Innovation and Innovators

                                                                    • Michael C. Fina
                                                                      • Myregistry.com
                                                                        • Wisheo
                                                                        • Advertising

                                                                            • Print advertising
                                                                              • In-store displays and collateral
                                                                                • Collateral material
                                                                                  • Promotions and contests
                                                                                    • In-store events
                                                                                      • Online advertising and marketing
                                                                                      • Usage Patterns

                                                                                        • Younger adult, upper-income respondents drive registry creation
                                                                                          • Figure 8: Gift registry creation, by gender, age and HH income, January 2010
                                                                                        • Respondents cut back on wedding registries during tough times
                                                                                          • Figure 9: Registry creation, by event, trended, 2008 and 2010
                                                                                          • Figure 10: Registry creation, by event, by gender, January 2010
                                                                                          • Figure 11: Registry creation, by event, by age, January 2010
                                                                                          • Figure 12: Registry creation, by event, by household income, January 2010
                                                                                      • Types of Gifts Selected for Registry

                                                                                        • Hobbies, charity gifts raise in interest
                                                                                          • Figure 13: Types of gifts registered for, trended, 2008 and 2010
                                                                                          • Figure 14: Types of gifts registered for, by gender, January 2010
                                                                                          • Figure 15: Types of gifts registered for, by age, January 2010
                                                                                          • Figure 16: Types of gifts registered for, by household income, January 2010
                                                                                        • Charity and travel gifts are of strong interest
                                                                                          • Figure 17: Types of gifts interested in registering for, by gender, January 2010
                                                                                          • Figure 18: Types of gifts interested in registering for, by age, January 2010
                                                                                      • General Attitudes and Motivations

                                                                                        • Primary goals—guest convenience, registrant control
                                                                                          • Figure 19: Reasons for registry creation, 2008 and 2010
                                                                                          • Figure 20: Reasons for registry creation, by age, January 2010
                                                                                          • Figure 21: Reasons for registry creation, by household income, January 2010
                                                                                        • Respondents who haven’t registered still seem open to registries
                                                                                          • Figure 22: Reasons for not creating gift registries, 2008 and 2010
                                                                                          • Figure 23: Reasons for not creating gift registries, by gender, January 2010
                                                                                          • Figure 24: Reasons for not creating gift registries, by age, January 2010
                                                                                          • Figure 25: Reasons for not creating gift registries, by household income, January 2010
                                                                                      • Registry Location and Choice

                                                                                        • Retail stores remain most popular, but interest in web is growing fast
                                                                                          • Figure 26: Location of registry, 2008 and 2010
                                                                                          • Figure 27: Location of registry, by gender, January 2010
                                                                                          • Figure 28: Location of registry, by age, January 2010
                                                                                          • Figure 29: Location of registry, by household income, January 2010
                                                                                        • Products drive registry location choice
                                                                                          • Figure 30: Factors impacting registry location choice, 2008 and 2010
                                                                                          • Figure 31: Factors impacting registry location choice, by gender, January 2010
                                                                                          • Figure 32: Factors impacting registry location choice, by age, January 2010
                                                                                      • Satisfaction with Registries

                                                                                        • Satisfaction levels for registries still high, but declining
                                                                                          • Figure 33: Attitudes on registry used, 2008 and 2010
                                                                                          • Figure 34: Attitudes on registry used, by gender, January 2010
                                                                                          • Figure 35: Attitudes on registry used, by age, January 2010
                                                                                          • Figure 36: Attitudes on registry used, by household income, January 2010
                                                                                      • Attitudes on Registries for Alternative Events

                                                                                        • Respondents open to creating registries for alternative events
                                                                                          • Figure 37: Alternative registries—would consider, by gender, January 2010
                                                                                          • Figure 38: Alternative registries—would consider, by age, January 2010
                                                                                        • Graduations, religious events could be leveraged to drive registries
                                                                                          • Figure 39: Alternative registries—approve but would not register, by gender, January 2010
                                                                                          • Figure 40: Alternative registries—approve but would not register, by age, January 2010
                                                                                          • Figure 41: Alternative registries—approve but would not register, by household income, January 2010
                                                                                        • High levels of negative feelings on registries for pet birthdays
                                                                                          • Figure 42: Alternative registries—registry not needed, by gender, January 2010
                                                                                          • Figure 43: Alternative registries—registry not needed, by age, January 2010
                                                                                          • Figure 44: Alternative registries—registry not needed, by household income, January 2010
                                                                                      • Impact of the Recession

                                                                                        • Recession impacts gift choice
                                                                                          • Figure 45: Recession and gift registry planning, by gender, January 2010
                                                                                          • Figure 46: Recession and gift registry planning, by age, January 2010
                                                                                          • Figure 47: Recession and gift registry planning, by household income, January 2010
                                                                                      • Impact of Race/Hispanic Origin

                                                                                        • Asians, Hispanics drive registry creation
                                                                                          • Figure 48: Registry creation, by event, by race/Hispanic origin, January 2010
                                                                                          • Figure 49: Types of gifts registered for, by race/Hispanic origin, January 2010
                                                                                        • Blacks more interested in charitable donations, home improvement
                                                                                          • Figure 50: Types of gifts interested in registering for, by race/ethnicity, January 2010
                                                                                        • Strong opportunity to market registries to blacks
                                                                                          • Figure 51: Reasons for not creating a registry, by race/ethnicity, January 2010
                                                                                          • Figure 52: Location of registry, by race/Hispanic origin. January 2008
                                                                                      • Cluster Analysis

                                                                                          • Enthusiasts
                                                                                            • Electronics
                                                                                              • Minimalists
                                                                                                • Cluster characteristics
                                                                                                  • Figure 53: Gift registry clusters, January 2010
                                                                                                  • Figure 54: Registry creation, by event, by gift registry clusters, January 2010
                                                                                                  • Figure 55: Recession and gift registry planning, by gift registry clusters, January 2010
                                                                                                  • Figure 56: Attitudes on registry used, by gift registry clusters, January 2010
                                                                                                  • Figure 57: Factors impacting registry location choice, by gift registry clusters, January 2010
                                                                                                • Cluster demographics
                                                                                                  • Figure 58: Gift registry clusters, by gender, January 2010
                                                                                                  • Figure 59: Gift registry clusters, by age, January 2010
                                                                                                  • Figure 60: Gift registry clusters, by household income, January 2010
                                                                                                  • Figure 61: Gift registry clusters, by race, January 2010
                                                                                                  • Figure 62: Gift registry clusters, by Hispanic origin, January 2010
                                                                                                • Cluster methodology
                                                                                                • Custom Consumer Groups

                                                                                                      • Figure 63: Registry creation, by event, by number of people in household, January 2010
                                                                                                      • Figure 64: Types of gifts registered for, by region, January 2010
                                                                                                      • Figure 65: Reasons for not creating a registry, by gender and children in household, January 2010
                                                                                                      • Figure 66: Recession and gift registry planning, by region, January 2010
                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                      • Figure 67: Types of gifts interested in registering for, by household income, January 2010
                                                                                                      • Figure 68: Reasons for registry creation, by gender, January 2010
                                                                                                      • Figure 69: Factors impacting registry location choice, by household income. January 2008
                                                                                                  • Appendix: Trade Associations

                                                                                                    Companies Covered

                                                                                                    • Association of Bridal Consultants
                                                                                                    • Bed Bath & Beyond Inc
                                                                                                    • Bloomingdale's
                                                                                                    • Bureau of Economic Analysis
                                                                                                    • Crate & Barrel
                                                                                                    • Direct Marketing Association, Inc.
                                                                                                    • Electronic Retailing Association
                                                                                                    • Facebook, Inc.
                                                                                                    • Google, Inc.
                                                                                                    • Greenfield Online
                                                                                                    • Macy's, Inc.
                                                                                                    • MySpace.com
                                                                                                    • National Retail Federation (NRF)
                                                                                                    • Target Corporation
                                                                                                    • Tiffany & Co.
                                                                                                    • TowerGroup
                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                    • Walmart Stores (USA)

                                                                                                    Gift Registries - US - April 2010

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