Gift Shopping Habits - UK - December 2009
- Consumers are turning away from traditional gifts in favour of gift vouchers/cards and money. Six out of ten adults gave money in 2009 (4 million more than in 2005), while 37% bought gift cards/vouchers (an increase of 2 million).
- Retailers need their gift ranges to stand out and better match individual interests and tastes. Four in ten adults (20 million) like to buy unusual/ unique gifts and a similar proportion (equivalent to19 million) like gifts to reflect the recipient’s hobbies and interests.
- Different marketing approaches are needed to target the three in ten adults (15 million) who enjoy shopping for gifts and the quarter (12 million) who find looking for gifts a real chore.
- Inspiring and innovative gifts are needed in stores throughout the year to maximise sales to the 12 million who buy gifts for others on impulse, and the 9 million who like to self-treat.
- Stores and websites need to work in tandem to convert gift browsers into purchasers. Buying gifts over the internet has grown from only 17% of adults in 2005 to approaching 40% in 2009. More than four in ten adults (21 million) use the internet to browse for gift ideas.
- Unwanted gifts are most likely to be kept (16 million adults) or given to charity (15 million), although one in five will give them to other people as gifts.
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