Stevens, PA September 18, 2003—As the nation's retailers gear up for an expected blockbuster holiday season, shoppers are drafting their gift lists. Popular holiday gift ideas can be found in the results of a new shoppers survey conducted by Unity Marketing that covers 20 categories.
"Shoppers gifting preferences become clear when we examine the purchase incidence of top gift items since 2000," says luxury marketing expert Pam Danziger, president of Unity Marketing and author of the book Why People Buy Things They Don't Need. "With the giftware industry topping $54 billion in 2002, upward trending categories in gifts reflect today's consumer psychology."
"As the 'connecting' trend replaces 'cocooning', consumers select gifts that express their value system and emotional feelings for others," Danziger explains. "Since 9-11 consumers are reconnecting with the outside world and reaching out to establish true connection with others. Gifts, then, become a means to express one's emotions and feelings."
Top gift ideas for Christmas 2003 that reflect the connecting trend include:
Luxury stationery, scrapbooking supplies and photo albums
Connecting consumers are placing new emphasis on personal communications, so luxury stationery from Crane's or Papayrus are right on trend. Also hot, scrapbooking supplies and photo albums that encourage self-expression and creativity. Young people, in particular, are enthralled with the expressive possibilities of scrapbooks.
Never enough decorations
Since 2000, consumers have been purchasing more seasonal decorations for Christmas and other holidays. New decorations for outside the home, including flags and banners, wreaths, lighted lawn sculptures, and window decorations will be popular. Indoor collectible holiday ornaments, such as those from Lenox will be popular gifts. Lighted holiday villages from Department 56 hark to the past to help consumers connect to a simpler time.
Aromatherapy, household scents, not candles
While sales of candles stalled, partly due to concerns about indoor air pollution and petroleum-based waxes, shoppers are turning to non-burning scented products like steamers, potpourri and sprays, which also hit the under $25 gifting 'sweet spot.' If you must give a candle, shoppers will increasingly chose among the new soy-based alternatives, Ergo candles or traditional beeswax from Yankee Candle.
Baskets, boxes and tins eliminate clutter and decorate
After years of building household clutter, consumers crave a simplified, anti-cluttered lifestyle making decorative organizers, baskets, boxes and tins, in great demand. Priced across the spectrum, first choice is Longaberger's luxury hand-made wooden baskets.
Art and wall decoration trending up
Today walls are a new focus for decorating. Art, prints and pictures that capture sentiments, and wall decorations such as sconces, shelves, mirrors, clocks, and tapestries, are gaining favor. While this category can be tricky to buy for, make your selection based upon emotion and feeling, rather than color or design.
Collectibles, a favorite choice for collectors
Gift giving is simple for the avid collector on one's list. Since one out of every three people collect something, knowing what someone collects gives you an edge. But picking the right collectible can be tricky. Here's a hint: If your collector goes for characters, like classic Disney figures, try to find a piece with a gloss finish, rather than matte, which tend to look dusty. Gloss finishes, or crystal or glass from Glass Baron, Waterford or Swarovski, are favored.
What NOT to buy
Turnoffs today include anything cluttered, busy, or merely decorative items. In our connecting world, consumers want functionality and practicality along with classic style, so vases are preferred over figurines. The best gifts connect gift giver with the gift recipient emotionally, so items that carry an emotional connection or emotional meaning are on trend.
About Unity Marketing
Founded in 1992 , Unity Marketing is a market research and consulting
firm that specializes in consumer insights for luxury marketers. Using
its proprietary 'why people buy' research strategy, Pam Danziger, company
founder and author of Why People Buy Things They Don't Need
(Ithaca, NY: Paramount Market Publishing, 2002) uncovers the motivations,
desires and emotional needs that drive consumers to buy. Unity also
publishes market research studies on the luxury market, art, jewelry,
garden, home furnishings, gifts and collectibles, personal care and
cosmetics markets, as well as the Luxury Business newsletter.
Pam is currently working on her new book, Let Them Eat Cake: Marketing
Luxury to the Masses (as well as the Classes), to be published in
early 2004.
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