On behalf of the STI Group, over 2,000 shoppers were surveyed as part of a consumer study on gift-giving. Including the importance of packaging when giving gifts.
Shoppers in Germany, France, the UK and the Netherlands were surveyed for the study. In addition to the packaging, the consumer study also focussed on the occasion for the gift, the frequency of gifts and the most popular product groups. And during the coronavirus period, when people are probably seeing less of each other than usual, gifts are becoming even more important. They are a sign of appreciation.
When buying gifts, the Fluid boundaries between online and offline purchases. According to the study, for Germans, the Dutch and the French, the stationary trade is the most important source of inspiration is. Shopping is the undisputed number one activity, but people still often buy online. How can retailers prevent this? The respondents provide the right answer straight away: over half of those surveyed would welcome or very much welcome it if gifts were offered in special areas. The shopping experience is one thing that internet retailers find difficult to top. The other is the assistance in selecting gifts, which is much easier in special areas.
„Retailers are missing out on the opportunity here - similar to gift portals on the internet - to present gifts according to occasion, target and price groups, making it easier for shoppers to choose and buy.“ Andrea Wildies, STI Group Managing Director
Dedicated sales areas for gifts are still a fairly new approach in German retail. In the USA, Macy's has shown how it works. The US department stores' chain was one of the first bricks-and-mortar retailers to create its own gifting areas. They always offer Changing themes or a special experience. The shopper is told a new story with every purchase.
Consumer study shows: Vouchers always work
Which gifts should be placed in these special areas? Those that are at the top of shoppers' favourites, of course. The Number 1 are vouchers, regardless of age and gender. Younger women (under 40) in Germany prefer to use Cosmetics and decorative items, men of the same age favour drinks and spirits as well as books and media. The voucher format simplifies the choice of gift, as the recipient ultimately decides which product to buy. Extra sections for gift vouchers are now standard in retail. However, according to the study, they clearly have potential for more.
Packaging should have a high-quality appearance
The consumer study also provides important findings on the subject of packaging. If a product is given as a gift, the packaging plays an important role. Regardless of the occasion. The ideal gift packaging can be Easy to recycle, consists preferably of Paper and cardboard and convinces with a High-quality look.
According to the study, more than 75 per cent of respondents are prepared to pay more for an attractively packaged product. For the purchase of gifts packaging is highly relevant for four out of five respondents. „Gifting is a trend and has potential for retailers and manufacturers,“ says Wildies. „The packaging is often the decisive trigger for the impulse to buy - so it's important to know exactly what your target group needs.“ And the Increasing demand for gift packaging.
Gift occasions all year round
Gifts are in season all year round. The consumer study clearly shows this. Classic purchase occasions such as birthdays, anniversaries or weddings are favoured in all four countries, followed by Christmas, Mother's Day and Father's Day. For other occasions, the priorities shift from country to country. However, they all have one thing in common - year-round occasions such as „Self-reward“, „Make others happy“ or „just because“ are widespread.
In the last 12 months, one in three respondents has self-gifted, Women reward themselves more often than men. However, only a few manufacturers use this occasion in their communication. „Gifts for in between“ are a genre of their own. As with all other purchasing occasions and seasonal highlights, the packaging design has a major influence on shoppers' willingness to buy and price.
[infotext icon] #Gifting is the title of a European consumer study, POSPulse was commissioned by the STI Group to survey over 2,000 shoppers aged 16-70 in Germany, France, the Netherlands and the United Kingdom about gifts and gift-giving occasions[/infotext].Source: STI Group
