STEVENS, PA -- (Marketwire) -- 06/14/12 -- Marketers and retailers are beginning their preparation for the critically-important Christmas shopping season 2012, and this year, good planning is more important than ever. New research by Unity Marketing shows that the 2012 gifter will be checking price tags and buying more practical gifts than in the past, a reflection of feelings about the U.S. and global economy. (www.unitymarketingonline.com)
"In previous years, the gifting market has been dominated by a personality we call the Last Minute Gifter, a person who rushes to the stores the week or night before a holiday like Christmas, spending with great abandon in an effort to meet their gifting obligations," says Pam Danziger, president of Unity Marketing and author of The Gifting Report 2012, the newest report from Unity Marketing. This new report is based on a recent survey of nearly 2,000 gifters with data compared with survey results from prior years to show changes and trends in consumer behavior. (http://bit.ly/KtMW1F)
"Now, however, the most prevalent gifting personality is the Challenged Gifter. Our research finds that gifting consumers today are more likely to buy useful and practical gifts, a preference that is driving demand for gift cards. They also indicate a greater tendency to check the price tag before making a gift selection. It is no wonder that we are seeing a surge in Challenged Gifters, the gifters who find the entire gifting process -- from going to the store to selecting a gift to wrapping it and giving it -- to be more of an ordeal than a joy."
The Gifting Report 2012 gives actionable strategies to help marketers prepare for Christmas 2012
Although the Great Recession has been officially declared "over," it is clear that the changes it made in the way the U.S. consumer behaves will have far-reaching implications. Marketers need a road map to help them navigate the new consumer shopping landscape; Unity's Gifting Report provides just that for the Christmas 2012 season and beyond. (http://bit.ly/KtMW1F)
"Based on our research, we recommend marketers and retailers make Christmas 2012 an effortless one for cash-strapped, stressed-out gifters," says Danziger. "This means beefing up your online presence to facilitate shopping from home as well as going mobile for those who choose to shop by phone and online kiosks or notepad access for in-store shoppers. Other strategies retailers can use to aid shoppers is to offer personal shopping services where advisors knowledgeable about the store merchandise selection work with harried shoppers to find that special gift. Retailers must make returns painless as a means to build relationships with new shoppers frequenting the store to make returns. And of course, retailers should make every effort to take care of small tasks like gift wrapping and shipping. The more barriers to purchase you can remove, the more likely today's gifter is to buy."
To learn more about the behavior of the gifting consumer, start with the Gifting Report 2012. The report is filled with research-based findings that describe consumer gifting behavior, including where gifters shop, when, for whom, and what they buy. The Gifting Report 2012 is filled with recent data, historic comparisons, and actionable strategies to help marketers navigate the new world of gifting.
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