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Gifting - US - July 2017

"Most consumers give gifts for birthdays and holidays, even those who are less likely to gift for other occasions, but aside from that, gifting is a varied process for most. Some consumers give gifts for life milestones, while others rarely do. Preferences in the types of gifts given and desired, as well as attitudes towards giving and receiving gifts, are changing thanks to certain market factors and lifestyle changes. Self-gifting is an opportunity to engage consumers and should be leveraged to drive growth. Additionally, using tools and services to make the gifting process easier and more flexible will help to encourage those who otherwise might not be inclined or able to give a gift."

Alexis DeSalva, Research Analyst- Retail and Apparel

This report looks at the following areas:

  • Many consumers are selective about when they give gifts
  • Combatting the stigma of impersonal gifts

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Many consumers are selective about when they give gifts
            • Figure 1: Occasions for giving gifts, by select demographics, March 2017
          • Combatting the stigma of impersonal gifts
            • Figure 2: Attitudes toward giving and receiving gifts, by gender and age, March 2017
          • The opportunities
            • Expanding self-gifting
              • Figure 3: Self-gifting, by age, March 2017
            • Interest in experience-related gifting
              • Figure 4: Types of gifts/non-traditional gifts, by select demographics, March 2017
            • Using tools to engage more consumers
              • What it means
              • The Market – What You Need to Know

                • Lifestyle changes could impact gifting occasions
                  • Evolving households makes for new gift expectations
                  • Market Factors

                    • Increase in single adults could lead to fewer gifting occasions
                      • Delaying milestones influences the types of gifts consumers want
                        • Figure 5: Median age at first marriage, by gender, 2006-16
                      • Higher household income could change gifting expectations
                        • Figure 6: Median household income, in inflation-adjusted dollars, 2005-15
                    • Key Players – What You Need to Know

                      • Consumers prioritize certain occasions
                        • Engaging the non-gift givers
                          • Consumers willing to spend on themselves
                          • What’s Working?

                            • Birthdays and holidays are top priority
                              • Figure 7: Occasions for giving gifts, by household income, March 2017
                            • Experience related gifts popular with younger consumers
                              • Figure 8: Types of non-traditional gifts, by age and household income, March 2017
                          • What’s Struggling?

                            • The non-gift givers
                              • Figure 9: Occasions for giving gifts, by gender, March 2017
                            • Gift cards still have a stigma among some consumers
                              • Figure 10: Attitudes toward receiving gifts, by gender and age, March 2017
                          • What’s Next?

                            • Opportunity to expand self-gifting
                              • Figure 11: Self-gifting, by race and Hispanic origin, March 2017
                            • Rethinking the registry
                              • Figure 12: Attitudes toward gift registries, by age, March 2017
                            • The potential of AI
                              • Reinventing the return process
                              • The Consumer – What You Need to Know

                                • Most consumers prioritize birthdays and holidays for gift giving
                                  • Candy and flowers are go-to gifts, while experience-related gifts are on the rise
                                    • Younger consumers have preference for registry alternatives
                                      • Recipient and budget are top gift-giving factors
                                        • Many consumers are uncomfortable receiving gifts
                                        • Occasions for Giving Gifts

                                          • Birthdays and holidays top gifting occasions
                                              • Figure 13: Occasions for gifting, March 2017
                                            • Women are primary gift givers
                                              • Figure 14: Occasions for giving gifts, select occasions, by gender, March 2017
                                            • Other occasions lag in gift giving
                                              • Figure 15: Occasions for giving gifts, by household income, March 2017
                                            • Hispanics likely to gift for less traditional occasions
                                              • Figure 16: Occasions for gifting, by Hispanic origin, March 2017
                                          • Types of Gifts

                                            • Candy and flowers are top purchases
                                              • Figure 17: Types of gifts purchased, March 2017
                                            • Experience gifts favored among higher income and younger consumers
                                              • Figure 18: Types of gifts, by household income, March 2017
                                            • Dads likely to buy food and subscription services
                                              • Figure 19: Types of gifts, by parental status, March 2017
                                            • Hispanics buying more types of gifts than non-Hispanics
                                              • Figure 20: Types of non-traditional gifts, by Hispanic origin and generation, March 2017
                                          • Attitudes Toward Gift Registries

                                            • Budget dictates registry choices
                                              • Factors influencing purchase decisions when using a gift registry:
                                                • Preferences for creating registries more pronounced among younger consumers
                                                    • Figure 21: Attitudes toward gift registries, by age, March 2017
                                                    • Figure 22: Amazon gift registry email campaign, August 2016
                                                  • Hispanics prefer other registry options
                                                    • Figure 23: Attitudes toward gift registries, by Hispanic origin and generation, March 2017
                                                  • In their own words
                                                  • Attitudes toward Giving Gifts

                                                    • Recipients and budget dictate gift choice
                                                      • Figure 24: Attitudes toward giving gifts, March 2017
                                                    • Age and gender influence gifting attitudes
                                                      • Figure 25: Attitudes toward giving gifts, by gender and age, March 2017
                                                    • Preferred ways of giving
                                                      • Figure 26: Attitudes toward gift giving, by generation, March 2017
                                                    • Attitudes toward monetary gifts
                                                      • Figure 27: Attitudes toward giving gifts, by gender and age, March 2017
                                                      • Figure 28: Attitudes towards giving gifts, by Hispanic origin and generation, March 2017
                                                    • In their own words
                                                    • Attitudes toward Receiving Gifts

                                                      • Consumers have mixed feelings on the gifts they want
                                                        • Figure 29: Attitudes toward receiving gifts, part 1, March 2017
                                                        • Figure 30: Attitudes toward receiving gifts, part 2, March 2017
                                                        • Figure 31: Attitudes towards receiving gifts, by gender, March 2017
                                                      • Gender differences exist in gifting preferences
                                                        • Figure 32: Attitudes toward receiving gifts, by gender and age, March 2017
                                                      • Parents seek options for unwanted gifts
                                                        • Figure 33: Attitudes toward receiving gifts, by parental status by gender, March 2017
                                                      • Hispanics prefer buying for themselves or using wish lists
                                                        • Figure 34: Attitudes toward receiving gifts, by Hispanic origin and generation, March 2017
                                                    • Self-Gifting

                                                      • Younger consumers are most likely to treat themselves
                                                        • Figure 35: Self-gifting, by age, March 2017
                                                      • Self-gifts for rewards and holidays are most common
                                                        • Figure 36: Self-gifting, by generation, March 2017
                                                        • Figure 37: Clinique email campaign, June 2017
                                                      • Hispanics treat themselves during the holidays
                                                        • Figure 38: Self-gifting, by Hispanic origin, March 2017
                                                        • Figure 39: J. Crew email campaign, April 2017
                                                      • In their own words
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Consumer qualitative research
                                                              • Direct marketing creative
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 40: Annual births and fertility rate, 2005-15
                                                                      • Figure 41: Married share of population, 2006-16
                                                                      • Figure 42: Parents with children under age 18 in the household, by living arrangement, 2007-16
                                                                      • Figure 43: Births, by age of mother, 2015
                                                                      • Figure 44: Average age of women giving birth in specified year, 1990-2014
                                                                  • Appendix – The Consumer

                                                                      • Figure 45: Occasions for giving gifts, by gender, March 2017
                                                                      • Figure 46: Occasions for giving gifts, by types of gifts/non-traditional gifts, March 2017

                                                                  Companies Covered

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                                                                  Gifting - US - July 2017

                                                                  US $3,995.00 (Excl.Tax)