Market Research Logo

All year gifting, 2019

All year gifting, 2019

Summary

Average spend fell across a number of occasions with 30.2% of consumers feeling financially worse off compared to this time last year and therefore prioritizing spending on certain recipients and occasions. Sainsbury's and ASDA must do more to compete with Tesco as it remains the most popular retailer - 24.5% of all year gifting shoppers purchased a gift from Tesco.

Department stores are popular among consumers for purchasing gifts for occasions such as weddings and birthdays, as 44.9% of UK consumers who purchased a gift in a store bought from a department store. As struggling department store retailers such as Debenhams and House of Fraser close stores, other retailers should position themselves to gain share of gifting spend.

Department stores are the second most popular physical location for purchasing gifts with Debenhams being the eighth most popular retailer for purchasing gifts, and John Lewis tenth, however retailers Tesco and Amazon take the top spots. As most Debenhams and House of Fraser shoppers are unlikely to have a branch of the same retailer nearby, the retailers must focus on persuading these shoppers to purchase online with them after store closures. Otherwise, the grocers and Amazon are well positioned to steal this gifting spend from department stores.

The popularity of department stores is bolstered by the presence of branded products across a number of sectors, more premium items and a perception of being an appropriate location to purchase gifts for special occasions. Department stores are the most popular for purchasing gifts for weddings and engagements, as quality is the most important driver of retailer choice and gift recipients direct purchasers to department stores due to the presence of gift list services.

To harness gifting spend after the closure of department stores (Debenhams announced the proposed closure of 22 locations last week as part of a CVA) which often have uninspiring product ranges and store environments, retailers should promote the quality of their ranges, especially for more special occasions such as engagement and new baby gifts. Low prices should also be highlighted (53.1% of all year gifting shoppers consider this when choosing where to purchase gifts) on items for occasions such as retirement and life achievements such as promotions or passing driving tests, when consumers wish to spend less.

Supermarkets are in a good position to capture gifting spend as they already offer a wide range of products at low prices, but to entice more shoppers they must improve their reputation for good quality. Amazon is set to grow in popularity due to the appeal of its often lower prices, vast product range and the convenience it offers, especially to Prime members.

The All year gifting, 2019, report offers a comprehensive insight into the consumer dynamics and spending habits of consumers for year-round gifting occasions such as birthdays, weddings and new babies. The report analyses the major players, the main trends, and consumer attitudes.

Scope

  • Card Factory is perceived as the best retailer for promoting deals of all year gifting products, as its expansion into non-card products at low prices has appealed to shoppers looking for value for money.
  • Shoppers want advice on what gifts to buy - 74.3% of consumers stated that they believe it is convenient to have a gift list, as advice from recipients can ensure that they give the best present for the person.
  • Amazon has continued to further build its appeal in gifts, with 22.3% of consumers who made gifting purchases using the online giant compared to 18.8% last year.
Reasons to buy
  • Use our in-depth consumer insight to learn which areas within all year gifting shopping are most important to ensure that product offerings are catering to the needs and wants of customers - for example whether consumers believe they should give a card and/or gift for a certain occasion.
  • Understand what drives consumers to choose a retailer for their purchases for certain gifting occasions, such as quality of products, prices and the importance of general gifting ranges in order to maximise sales potential.
  • Use our in-depth analysis of the leading retailers for gifting occasions in order to understand how to appeal shoppers and maximise market share.


THE KEY FINDINGS
The Key Findings
Average spends fall across a number of occasions as consumers prioritise spending
Sainsbury's and ASDA must do more to compete with Tesco as it remains the most popular retailer
More consumers think they should buy gifts than cards for a new baby and weddings
Trend insight - stores
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Financial spending
Gift spending
Research
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Perceptions of giving cards and gifts
All year gifting statements
Social media
Gifting
Key findings
Retailer selection
Attitudes towards gifting
Channel usage
Device usage
Fulfilment
Retailer used
Spending
Buying dynamics
Bought for
Categories purchased
Research
Buying dynamics
Birthdays
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Weddings/engagements
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Pregnancy/new baby
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Religious/ceremonial occasions
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Life achievements
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Retirement/leaving occasions
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Gratitude/sympathy
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Spontaneous gifting
Key findings
Retailer selection
Buying dynamics
Bought for
Categories purchased
Channel usage
Device usage
Fulfilment
Research
Methodology
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures - grocers, 2019
Retailer ratings across key measures - non-food retailers, 2019
Products purchased - clothing & accessories, 2018 & 2019
Retailers used - clothing & accessories, 2018 & 2019
Products purchased - plants & flowers, 2018 & 2019
Retailers used - plants & flowers, 2018 & 2019
Products purchased - books, 2018 & 2019
Retailers used - books, 2018 & 2019
Products purchased - gift food & drink, 2018 & 2019
Retailers used - gift food & drink, 2018 & 2019
Products purchased - toys & games, 2018 & 2019
Retailers used - toys & games, 2018 & 2019
Products purchased - health & beauty, 2018 & 2019
Retailers used - health & beauty, 2018 & 2019
Products purchased - fine jewellery & watches, 2018 & 2019
Retailers used -fine jewellery & watches, 2018 & 2019
Products purchased - homewares, 2018 & 2019
Retailers used - homewares, 2018 & 2019
Products purchased - music & video, 2018 & 2019
Retailers used - music & video, 2018 & 2019
Products purchased - footwear, 2018 & 2019
Retailers used - footwear, 2018 & 2019
Products purchased - electrical products, 2018 & 2019
Retailers used - electrical products, 2018 & 2019
Products purchased - stationery, 2018 & 2019
Retailers used - stationery, 2018 & 2019
Products purchased - baby products, 2018 & 2019
Retailers used - baby products, 2018 & 2019
Products purchased - computers, 2018 & 2019
Retailers used - computers, 2018 & 2019
Products purchased - sports products, 2018 & 2019
Retailers used - sports products, 2018 & 2019
Products purchased - gardening & DIY, 2018 & 2019
Retailers used - gardening & DIY, 2018 & 2019
List of Figures
All year gifting shopper penetration, by demographic & region, 2019, & 2018 penetration
Financial wellbeing compared to last year, 2018 & 2019
How consumers financed all year gifting spending, 2018 & 2019
All year gifting spending compared to last year, 2018 & 2019
What occasions shoppers purchased for, 2019 & change on 2018
When shopping for gifts, what activities have you undertaken online over the past year, 2018 & 2019
Which retailer would you typically go to first when looking to purchase all year gifting, 2019
Which occasions consumers believe they should give cards and gifts for, 2019
Agreement & disagreement with statements about all year gifting, 2019
Which social media sites do you use, 2019
Did you purchase an item as a gift that you saw on social media, 2019
What's driving retailer selection - overall gifting, 2019 & change on 2018
Agreement statements - It is more convenient to have a gift list, (by demographic & male/female) 2019 & 2018 overall
Agreement statements - It is acceptable to have a gift list, (by demographic & male/female) 2019 & 2018 overall
Agreement statements - It is acceptable to ask for vouchers/gift cards, (by demographic & male/female) 2019 & 2018 overall
Agreement statements - It is acceptable to ask for cash gifts instead of a present, (by demographic & male/female) 2019 & 2018 overall
Agreement statements - It is acceptable to ask friends/family for donations to a large purchase, (by demographic & male/female) 2019 & 2018 overall
Consumers using each channel for purchasing gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing gifts, 2019 (browsed and purchased)
Consumers using each device for gifting, 2019 (browsed and purchased)
Fulfilment options for gift purchases made online, 2019
Retailers shopped at for gifting, 2018 & 2019
Average spend per occasion on gifting, 2019 & change on 2018
Birthday gifting penetration, 2019 (by demographic & male/female) & 2018
Weddings/engagements gifting penetration, 2019 (by demographic & male/female) & 2018
Pregnancy/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
Religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
Life achievement gifting penetration, 2019 (by demographic & male/female) & 2018
Retirement/leaving gifting penetration, 2019 (by demographic & male/female) & 2018
Gratitude/sympathy gifting penetration, 2019 (by demographic & male/female) & 2018
Spontaneous gifting penetration, 2019 (by demographic & male/female) & 2018
Holiday souvenir gifting penetration, 2019 (by demographic & male/female)
Gift recipients - overall gifting, 2019 & change on 2018
Products purchased - overall gifting, 2019 & change on 2018
Research undertaken - overall gifting, 2019
Clothing & accessories gifting penetration, by demographic, 2018 & 2019
Plants & flowers gifting penetration, by demographic, 2018 & 2019
Books gifting penetration, by demographic, 2018 & 2019
Gift food & drink gifting penetration, by demographic, 2018 & 2019
Toys & games gifting penetration, by demographic, 2018 & 2019
Health & beauty gifting penetration, by demographic, 2018 & 2019
Fine jewellery & watches gifting penetration, by demographic, 2018 & 2019
Homewares gifting penetration, by demographic, 2018 & 2019
Music & video gifting penetration, by demographic, 2018 & 2019
Footwear gifting penetration, by demographic, 2018 & 2019
Electrical products gifting penetration, by demographic, 2018 & 2019
Stationery gifting penetration, by demographic, 2018 & 2019
Baby products gifting penetration, by demographic, 2018 & 2019
Computers gifting penetration, by demographic, 2018 & 2019
Sports products gifting penetration, by demographic, 2018 & 2019
Gardening & DIY gifting penetration, by demographic, 2018 & 2019
Personalisation - overall gifting, 2018 & 2019
Personalisation - books, clothing & accessories, health & beauty, homewares, stationery, and fine jewellery & watches, 2018 & 2019
What's driving retailer selection - birthdays, 2019 & change on 2018
Birthday gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - birthday, & average spend per recipient, 2019
Products purchased - birthday, 2019 & change on 2018
Consumers using each channel for purchasing birthday gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing birthday gifts, 2019 (browsed and purchased)
Consumers using each device for birthday gifting, 2019 (browsed and purchased)
Fulfilment options for birthday gift purchases made online, 2018 & 2019
Research undertaken - birthday, 2019
What's driving retailer selection - weddings/engagements, 2019 & change on 2018
Weddings/engagements gifting penetration, 2019 (by demographic & male/female) & 2018
Weddings gifting penetration, 2019 (by demographic & male/female) & 2018
Weddings/relationship anniversaries gifting penetration, 2019 (by demographic & male/female) & 2018
Engagements gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - weddings/engagements, & average spend per recipient, 2019
Products purchased - weddings/engagements, 2019 & change on 2018
Consumers using each channel for purchasing weddings/engagement gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing wedding/engagement gifts, 2019 (browsed and purchased)
Consumers using each device for weddings/engagement gifting, 2019 (browsed and purchased)
Fulfilment options for weddings/engagement gift purchases made online, 2018 & 2019
Research undertaken - wedding/engagement, 2019
What's driving retailer selection - pregnancy/new baby, 2019
Pregnancy/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
Pregnancy gifting penetration, 2019 (by demographic & male/female) & 2018
Baby shower/new baby gifting penetration, 2019 (by demographic & male/female) & 2018
Maternity/paternity leave gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - pregnancy/new baby, & average spend per recipient, 2019
Products purchased - pregnancy/new baby, 2019 & change on 2018
Consumers using each channel for purchasing pregnancy/new baby gifting, 2019 (browsed and purchased)
Consumers using each store type for purchasing pregnancy/new baby gifting, 2019 (browsed and purchased)
Consumers using each device for pregnancy/new baby gifting, 2019 (browsed and purchased)
Fulfilment options for pregnancy/new baby gift purchases made online, 2019
Research undertaken - pregnancy/new baby, 2019
What's driving retailer selection - religious/ceremonial, 2019 & change on 2018
Religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
Christening gifting penetration, 2019 (by demographic & male/female) & 2018
Holy Communion gifting penetration, 2019 (by demographic & male/female) & 2018
Bar Mitzvah/Bat Mitzvah gifting penetration, 2019 (by demographic & male/female) & 2018
Other religious/ceremonial occasions gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - religious/ceremonial occasions, & average spend per recipient, 2019
Products purchased - religious/ceremonial occasions, 2019 & change on 2018
Consumers using each channel for purchasing religious/ceremonial occasions gifting, 2019 (browsed and purchased)
Consumers using each store type for purchasing religious/ceremonial occasions gifting, 2019 (browsed and purchased)
Consumers using each device for religious/ceremonial occasions gifting, 2019 (browsed and purchased)
Fulfilment options for religious/ceremonial occasions gift purchases made online, 2018 & 2019
Research undertaken - religious/ceremonial occasions, 2019
What's driving retailer selection - life achievements, 2019 & change on 2018
Life achievement gifting penetration, 2019 (by demographic & male/female) & 2018
Educational achievement gifting penetration, 2019 (by demographic & male/female) & 2018
Passing driving test gifting penetration, 2019 (by demographic & male/female) & 2018
New home gifting penetration, 2019 (by demographic & male/female) & 2018
New job gifting penetration, 2019 (by demographic & male/female) & 2018
Other life achievement occasions gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - life achievement, & average spend per recipient, 2019
Products purchased - life achievement, 2019 & change on 2018
Consumers using each channel for purchasing life achievement gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing life achievement gifts, 2019 (browsed and purchased)
Consumers using each device for life achievement gifting, 2019 (browsed and purchased)
Fulfilment options for life achievement gift purchases made online, 2018 & 2019
Research undertaken - life achievement, 2019
What's driving retailer selection - retirement/leaving, 2019 & change on 2018
Retirement/leaving gifting penetration, 2019 (by demographic & male/female) & 2018
Leaving do gifting penetration, 2019 (by demographic & male/female) & 2018
Retirement gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - retirement/leaving, & average spend per recipient, 2019
Products purchased - retirement/leaving, 2019 & change on 2018
Consumers using each channel for purchasing retirement/leaving gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing retirement/leaving gifts, 2019 (browsed and purchased)
Consumers using each device for retirement/leaving gifting, 2019 (browsed and purchased)
Fulfilment options for retirement/leaving gift purchases made online, 2018 & 2019
Research undertaken -retirement/leaving, 2019
What's driving retailer selection - gratitude/sympathy, 2019 & change on 2018
Gratitude/sympathy gifting penetration, 2019 (by demographic & male/female) & 2018
Thank you gifting penetration, 2019 (by demographic & male/female) & 2018
End of year teacher gifting penetration, 2019 (by demographic & male/female) & 2018
Get well soon gifting penetration, 2019 (by demographic & male/female) & 2018
Sympathy/condolences gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - gratitude/sympathy, & average spend per recipient, 2019
Products purchased - gratitude/sympathy, 2019 & change on 2018
Consumers using each channel for purchasing gratitude/sympathy gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing gratitude/sympathy gifts, 2019 (browsed and purchased)
Consumers using each device for gratitude/sympathy gifting, 2019 (browsed and purchased)
Fulfilment options for gratitude/sympathy gift purchases made online, 2018 & 2019
Research undertaken -gratitude/sympathy, 2019
What's driving retailer selection - spontaneous gifting, 2019 & change on 2018
Spontaneous gifting penetration, 2019 (by demographic & male/female) & 2018
Gift recipients - spontaneous gifting, & average spend per recipient, 2019
Products purchased - spontaneous gifting, 2019 & change on 2018
Consumers using each channel for purchasing spontaneous gifts, 2019 (browsed and purchased)
Consumers using each store type for purchasing spontaneous gifts, 2019 (browsed and purchased)
Consumers using each device for spontaneous gifting , 2019 (browsed and purchased)
Fulfilment options for spontaneous gifting gift purchases made online, 2018 & 2019
Research undertaken -spontaneous gifting, 2019

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report