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PRESS RELEASE Experiential
Gift Is Top Choice for Mother's Day 2004, recommends Unity Marketing Stevens, PA April 26,
2004—Mother's
Day is the most important gift holiday of the spring and is second only
to Christmas in terms of gift giving.
It is celebrated by three-fourths of gifters, who spend on
average $94 buying gifts, according to new research from Unity
Marketing. "Top
of the list is an experiential Mother's Day gift," explains Pam
Danziger, president of Unity Marketing and author of Why People Buy
Things They Don't Need. "Year after year Mom is remembered
with traditional gifts, including flowers
and plants (51 percent); candles and accessories (47 percent); and
jewelry and watches (45 percent), followed by plush or stuffed animals
(35 percent). But today the
gift that will be most cherished by Mom is one of experience." "Gifting
is all about communicating feelings, so the thing (i.e. the gift) that
is bought and given is really only the means to an end—sharing one's
love and affection for Mom. If gifting at its root is emotion, the best
gift to give is one that primarily delivers emotional rewards and that
is a gift of experience." Gifting.
It's not the thing, but the experience In
a survey among 950 "serious" gift givers, i.e. those who spent
over $250 throughout the year, the ideal gift is one that the recipient
will like, but is unlikely to buy for themselves. In a word, a luxury.
"Luxuries, little or big, are the best gifts.
Gift buyers in surveys report that 'experiential' luxuries
provide the utmost satisfaction, as compared to home or personal
luxuries like clothes, jewelry or beauty products," explains
Danziger."That makes experiential luxuries the preferred gift for
Mother's Day 2004." Experiential
gifts that will give Mom the greatest pleasure on May 9 include: Gift
of Beauty Day
spas, beauty salons, manicure boutiques, health clubs with massage
services, offer special gift packages designed to pamper and beautify
Mom. Gift
of Health A
hike, bike trip, time on the golf course or tennis court will revitalize
the spirit through exercise and family time. Gift
of Romance Cocktails,
dinner, dancing, these are the number one experiential luxuries and will
transform 'Mom' into an exciting, desirable Woman. Gift
of Remembrance Unity
Marketing's new study, Gifting Report: The Who, What, Where,
How Much and Why of Gift Giving & Shopping, presents an
experiential research perspective of the gifting market. Combining
qualitative and quantitative research, it reveals gift giving incidence
and spending throughout the year, including seven major gifting holidays
and 12 gifting occasions (e.g. birthdays, anniversary, wedding,
friendship, etc.). The key attributes of a good gift are presented, as
are the types of stores gifters prefer and why. How people choose across
the range of gifting options is explored, including gift certificates
and cash, home furnishings, entertainment, apparel, gifts of experience,
etc. Finally the personalities of three types of gift givers with
different gift giving and buying motivations are explored. For more information about
the study, follow this
link , or
visit Unity Marketing
Online.
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