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PRESS RELEASE EASTER is a Major Gifting HolidayStevens, PA April 2, 2004—EasterSunday and Passover are gaining in importance as a gift-giving and decoratingholidays. While purchase incidence of Easter gifts trails that of other springholidays, Easter/Passover gifts are bought by nearly 40 percent of consumers,according to new research conducted by Unity Marketing (www.unitymarketing.com)among 950 gift givers who spend $250 buying gifts throughout the year. Spendingon Easter gifts tops $100 for a typical Easter gift list of four people. "Overall Easter is the third mostwidely ‘gifted’ spring holiday, trailing St. Valentine’s Day celebratedwith a gift by 70 percent of gifters and Mother’s Day when 74 percent of giftsgive a gift,” explains Pam Danziger, president of Unity Marketing and authorof Why People Buy ThingsThey Don’t Need. “Amongseniors, 65 plus, Easter is a favorite holiday to celebrate with a gift.Seniors’ gift purchase incidence is relatively low for all other secularholidays, but remains strong for this most religious of holidays.” Besides gifts, Easter is also an important decorating occasion, withdecoration sales reaching nearly $500 million, in 2002, up 13 percent over 2001.“Easter represents a time of renewal and optimism. It’s just naturalconsumers want to spend their time and a little money on decorations forspring,” Danziger says. “For retailers and marketers, Easter and Passover celebrations give peoplejustification to shop for gifts, decorations, plants and greenery,” saysDanziger. “But while retailers generally focus on holiday gifting, year-round,day-in, day-out gift marketing opportunities are often overlooked. Giftingholidays account for just over half of the gifters’ $2,062 budget, leaving therest available throughout the year for occasion-driven gift-giving likebirthdays, weddings, anniversaries, housewarming and new babies.” "Gifting represents a rareexponential marketing opportunity where you can touch two target marketsdirectly, the gift buyer and the recipient. For retailers, gifting has theadvantages and promotional power of sampling and word-of-mouth, but it magnifiesthat power. Retailers need a gifting strategy to take advantage of itsrelationship potential, not just at the holidays, but throughout the year.” Unity Marketing’s new study, Gifting Report: The Who, What,Where, How Much and Why of Gift Giving & Shopping, presentsan experiential research perspective of the gifting market. Combiningqualitative and quantitative research, it reveals gift giving incidence andspending throughout the year, including seven major gifting holidays and 12gifting occasions (e.g. birthdays, anniversary, wedding, friendship, etc.). Thekey attributes of a good gift are presented, as are the types of stores giftersprefer and why. How people choose across the range of gifting options isexplored, including gift certificates and cash, home furnishings, entertainment,apparel, gifts of experience, etc. Finally the personalities of three types ofgift givers with different gift giving and buying motivations are explored. For more information about the study, follow thislink , or visit UnityMarketing Online. Contacts: For more information, contact Pam Danziger,717-336-1600; pam@unitymarketingonline.com To arrange an interview or other mediainquiries, contact Len Stein, Visibility, 914-712-2610; lens@visibilitypr.com |
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