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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


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
US METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Secondary Data Analysis
Qualitative Research
Further Analysis
Social Media Research
TRADE RESEARCH
STATISTICAL FORECASTING

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