For Gift Shoppers, the Internet Is All About Convenience

New Unity Marketing study finds more gifters are logging on for shopping ease

 

In an economy still in the recovery phase, it is understandable if marketers panic when stores are empty.  However, this may not be a retail tragedy; it may be an example of the way the internet is changing consumer behavior.

According to Gifting Report 2010:  The Ultimate Guide to the Consumer Gift-Giving Market, a new in-depth report on gfting patterns and behavior, one-third of all gifters -- the largest percentage in the attitudes portion of the survey -- strongly agreed with this statement:

The internet makes gift shopping much easier than shopping in the store

This is a critical finding for marketers, and it is supported by additional research from the survey conducted among 1,680 gift shoppers.  Over 60 percent of all respondents said the following factors were "very important" in attracting shoppers to the internet:

• Convenience of shopping from home
• Ability to shop 24/7, not just when the stores are open
• Saves time

"Clearly, the internet makes shopping more convenient, and therefore more attractive," says Pam Danziger, president of Unity Marketing and author of the Gifting Report 2010. "Indeed, some 39 percent of gift shoppers named the internet as their 'go-to' destination for gift shopping, making this destination second only to discount department stores (48 percent) as gifters' go-to choice for gift shopping." 

"However, marketers must proceed with caution; not every website will rise to the level of convenience that gifters desire.  Gifters in our survey also said they wanted free shipping (their top factor in influencing internet shopping), low prices, and a wide selection of merchandise and brands, perhaps beyond that found in the physical store."

"Gifters are looking for convenience, and they are increasingly looking online.  Whether or not they find it at your site could well be the deciding factor on making a sale," Danziger concludes.

The new Gifting Report is packed with information about gift shoppers, the gifts they choose and the shopping destinations they frequent.  It is designed to help marketers be more effective targeting the gift shoppers looking for gifting solutions.

Introducting the new gifting report....

The  Gifting Report 2010: The Ultimate Guide to the Consumer Gift-Giving Market 

• What Gifts People Give
• What Holidays and Occasions They Gift
• Where They Shop for Gifts
• How Much They Spend
• Opportunities for Marketers to Target the Gifting Market
  

The gifting market -- defined as items or experiences purchased to give as a gift -- represents roughly $1 out of every $10 spent at the GAFO-type of store.  Buying and shopping for gifts is a big business.

What's more, making a gift purchase is an important motivator for retail shopping throughout the year, but most especially in the Christmas holiday gift buying season which officially kicks off the Friday after Thanksgiving.  Called 'Black Friday' this day is so named because it marks the period when retailers go from being in the red (i.e., posting a loss on the books) to being in the black (i.e., turning a profit).

This report is a totally new look at the gift-giving practices and shopping behaviors of Americans

The current report is a totally new look at the gift-giving practices and shopping behaviors of Americans.  Building upon previous research conducted on the gifting market, this study presents an expanded view of consumers' gift buying and giving behavior based upon a survey of 1,680 gift buyers.  Intended for marketers and retailers that tap the gift market, this report presents:

• Gifting behavior by holiday and occasion: Key characteristics of the gifting market, such as on what holidays and occasions consumers buy gifts, how many people they buy gifts for and their relationship with the gift recipient, such as spouse, child, close family member, etc. and how much they spend. This report also reveals what range of products people choose for gifts, what drives their selection of particular gifts and what drives their selection of stores to shop for gifts.
• Demographics of the gifting market: How many households buy gifts, how much they spend by key demographics, and the key different demographic segments within the gifts market (e.g. HHI, age, size, composition, education, etc.)
• Gifts market buying behavior: What are the primary characteristics of the consumers' buying behavior related to different gifts? What makes a good gift? What attributes and qualities make gifters want to buy? Where do they shop for these items; how do they decide to purchase one item over another? What is the role of brand in gifting buying behavior? What is the purchase incidence and spending on key categories of gifts?
• Psychographic profile and segmentation of the gifting market: The psychographic profile of gift consumers reveals their different drives and motivations in purchasing gifts. What factors are more or less important in driving gift purchasing decisions? How can gifts marketers and retailers better understand the hearts and minds of their consumers and use that insight to capture a greater share of the consumers' gifting budget?  In essence we reveal "why people buy gifts."