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Gift Registries - US - April 2015

“The demographic groups most interested in creating registries are also the most digitally connected, but they are split in preference between online and in-store registry experiences. Therefore, gift registries are prime candidates for reaching across the digital and brick-and-mortar gap to create seamless retail experiences regardless of which channel customers are using.”
– Bryant Harland, Technology and Media Analyst

This report discusses the following key topics:

  • Gift registries and the value of the retail experience
  • Opportunities for expanding gift registry usage
  • Why gift registries place a premium on omnichannel retail and marketing

Registry creation declined or remained stagnant for two of the most prominent occasions for creating gift registries (weddings and baby showers/birth of babies) between 2013 and 2015. However, there is sample opportunity to reach consumers by expanding the scope of events for which they consider using registries.

This report explores consumer participation and interest in gift registries among both individuals who have created registries and those who have purchased products from registries. Other topics included in this report include the types of retailers used for registries, consumers’ most desired registry improvements, satisfaction with the registry experience and preference for buying/registering in-store and online.

This report provides guidance for retailers and marketersin regard to maximizing engagement and improving existing registries as well as rebranding gift registries for events beyond weddings and baby showers/birth of child(ren).

Despite a notable decline in the traditional occasions for creating gift registries, consumers are interested in these services and in using them for events other than weddings and baby showers/birth of children. Retailers will be able to inspire new interest, especially if they expand the scope of their registries in ways that are deeply connected to their brands. For instance, fashion brands such as well-known clothing retailers could offer college graduation-themed registries and highlight the value of having a full wardrobe of professional attire as soon as new graduates enter the job market. Whereas price and convenience are key to keeping current registry users satisfied, innovative retail experiences hold the key to inspiring broad usage and changing what types of events consumers deem registry-worthy.

Regardless of how registries are branded, seamless cross-channel integration will be a source of competitive advantage. The most avid registry users are also the most evenly split across digital and in-store shopping. As a result, it is impossible to ignore the ongoing impact of mobile, digital research, and blended in-store and online shopping.



 

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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
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Figure 1: Registry creation and purchasing, December 2014
                    • Key players
                      • Figure 2: Retailers used for gift registries, December 2014
                    • The consumer
                      • Gift registry opportunities among 25-34s
                        • Figure 3: Interest in using gift registries, by age, December 2014
                      • Group gift giving among the top desired registry improvements
                        • Figure 4: Desired gift registry improvements, December 2014
                      • How retailers can improve consumers’ perceptions of registries
                        • Figure 5: Opinions regarding using gift registries, by gender, December 2014
                      • What we think
                      • Issues and Insights

                          • Gift registries and the value of the retail experience
                            • The issues
                              • The implications
                                • Opportunities for expanding gift registry usage
                                  • The issues
                                    • The implications
                                      • Why gift registries place a premium on omnichannel retail and marketing
                                        • The issues
                                          • The implications
                                          • Trend Application

                                              • Trend: Make it Mine
                                                • Trend: Many Mes
                                                  • Trend: Experience is All
                                                  • Market Drivers

                                                    • Key points
                                                      • Marriage rates decline, consumers prioritize marriage less than other lifestyle factors
                                                        • Figure 6: US marriages and marriage rate, 2000-12
                                                      • Lower birth rates among women younger than 30
                                                        • Figure 7: US birth rates (births per 1,000 women), by age of mother, 2007-13
                                                    • Marketing Strategies and Innovations

                                                      • Best Buy launches wedding registries
                                                        • Target revamps the gift registry experience with emphasis on mobile
                                                          • Target has fostered a deep association with its brand and gift registries
                                                            • Figure 8: Target gift registry marketing, January 2015
                                                            • Figure 9: Target gift registry marketing, January 2015
                                                          • Strategy: Create gift registry value through exclusivity and social experiences
                                                          • Gift Registry Creation, Participation and Interest

                                                            • Key points
                                                              • Baby showers, weddings lead registry creation and buying
                                                                • Figure 10: Registry creation and purchasing, December 2014
                                                              • Significant consumer interest across many gift registry categories
                                                                • Figure 11: Interest in using gift registries, by age, December 2014
                                                              • Opportunity: Target registry creators and buyers with future promotions
                                                                • Figure 12: Gift registry creation – I created a registry for this type of event, by marital status, December 2014
                                                              • Consumers create registries about four months in advance
                                                                • Figure 13: Amount of time between registry creation and event, by gender, December 2014
                                                            • Products Registered for and Purchased

                                                              • Key points
                                                                • Electronics ahead of household products for registry creators
                                                                  • Figure 14: Products registered for or bought, December 2014
                                                                • Men more likely to register for personal entertainment, donations to charity
                                                                  • Figure 15: Products registered for, by gender, December 2014
                                                                • Opportunity: Encourage gift card purchases among women
                                                                  • Figure 16: Products purchased from a registry, by gender, December 2014
                                                              • Retailers Used for Gift Registries

                                                                • Key points
                                                                  • Mass merchandisers
                                                                    • Majority of gift registry users leverage mass merchandisers
                                                                      • Figure 17: Retailers used for gift registries – Mass merchandisers, December 2014
                                                                    • Consumers aged 18-24 and 25-34 split between Target and Walmart
                                                                      • Figure 18: Retailers used for gift registries – Mass merchandisers, by age, December 2014
                                                                    • Specialty retailers
                                                                      • Home furnishings, children’s retailers prominent among registry users
                                                                        • Figure 19: Retailers used for gift registries – Specialty retailers, December 2014
                                                                      • Gift registry opportunities among specialty retailers
                                                                        • Figure 20: Retailers used for gift registries – Specialty retailers, by age, December 2014
                                                                      • Online-only retailers
                                                                        • Amazon leads online-only registries
                                                                          • Figure 21: Retailers used for gift registries – Online-only retailers, December 2014
                                                                        • Amazon is competitive with specialty retail categories among younger consumers
                                                                          • Figure 22: Retailers used for gift registries – Online-only retailers, December 2014
                                                                        • Department stores
                                                                          • Mid-tier and value department stores in tight competition
                                                                            • Figure 23: Retailers used for gift registries – Department stores, December 2014
                                                                          • Mid-tier department store usage increases with age
                                                                            • Figure 24: Retailers used for gift registries – Department stores, by age, December 2014
                                                                        • Opinions Regarding Gift Registries

                                                                          • Key points
                                                                            • Younger consumers divided between online and in-store
                                                                              • Figure 25: Opinions regarding using gift registries, by age, December 2014
                                                                            • Opportunity: 16% of men say their favorite stores don’t have registries
                                                                              • Figure 26: Opinions regarding using gift registries, by gender, December 2014
                                                                            • Some 15% of registry users say registries ruin the element of surprise
                                                                              • Figure 27: Barriers to gift registry creation, December 2014
                                                                          • Satisfaction with the Gift Registry Experience

                                                                            • Key points
                                                                              • Opportunity: Invite registry users to talk about their gift registry experiences
                                                                                • Figure 28: Satisfaction with Gift Registries - Any satisfied, December 2014
                                                                              • Nearly one-third of registry users aged 55-64 expressed dissatisfaction
                                                                                • Figure 29: Satisfaction with Gift Registries - Any dissatisfied, by age, December 2014
                                                                                • Figure 30: Opinions regarding shopping, April 2014–December 2014
                                                                            • Desired Gift Registry Improvements

                                                                              • Key points
                                                                                • Most desired gift registry improvements
                                                                                  • Figure 31: Desired gift registry improvements, December 2014
                                                                                • Young women want to split cost, young men show interest in social features
                                                                                  • Figure 32: Desired gift registry improvements, by gender and age, December 2014
                                                                                • Consumers from larger households open to a range of registry improvements
                                                                                  • Figure 33: Desired gift registry improvements, by household size, December 2014
                                                                              • Impact of Race and Hispanic Origin

                                                                                • Key points
                                                                                  • Blacks less likely to use and consider registries
                                                                                    • Figure 34: Registry creation and purchasing - I have not used a registry for this type of event, but would consider doing so, by Race and Hispanic origin, December 2014
                                                                                  • Hispanics likely to leverage Amazon’s gift registry
                                                                                    • Figure 35: Retailers used for gift registries, by race and Hispanic origin, December 2014
                                                                                  • Satisfaction fairly high across the board
                                                                                    • Figure 36: Satisfaction with gift registries – Any satisfied, by race and Hispanic origin, December 2014

                                                                                Companies Covered

                                                                                • Best Buy Co.
                                                                                • Crate & Barrel
                                                                                • Macy's, Inc.
                                                                                • Target Corporation

                                                                                Gift Registries - US - April 2015

                                                                                £3,199.84 (Excl.Tax)