Shoppers bargain hunt while shopping for gifts, but considerations like the brand and a gift’s overall fit for the recipient are an important factor. This, along with gift giving trends across age and income, were revealed today in a new research study from Blackhawk Network.
The research, “How America Gives Gifts in 2016,” surveyed more than 2,300 Americans in September 2016 to examine the factors they consider in gift giving, plans and preferences for holiday shopping and the impact the payment experience has in gift purchasing.
“Interestingly, amidst our price-conscious society, our research found that factors besides price may be more important in the gift shopping process," said Teri Llach, chief marketing officer at Blackhawk Network, a pioneer of gift cards, payments tools and rewards delivered via a robust and convenient network. “Despite shoppers’ fondness for bargain hunting, more than half of consumers surveyed say picking gifts that are a good fit for their recipients is a top priority, even more important than price and convenience. Brand is also an important factor. So, while price still certainly plays a role in gift giving, it is not the main driving force for more than half of the consumers we surveyed.”