intu research shows new approach to festive giving

New research by intu, found that 62% of people found it near impossible to buy for the men in their lives – and 38% said they struggled getting a festive gift for their parents, people who are deemed too difficult to buy for.

With many families already planning on what to buy this Christmas, intu asked more than 3,000 adults what they would do if they received a £100 gift card as a festive treat.

The findings suggest a festive pass the parcel of Christmas joy is on the cards – as people that receive a gift card as a treat are likely to buy something for someone else or share the benefit with loved ones. More than three in ten (31%) said they would use the gift card to enjoy a family meal out. Whilst 18% said they would buy a present for someone else and three in ten (30%) would buy a shared gift for the home.

The most popular choices for people that would spend the gift card on themselves were directed at books (21%) and shoes (18%).

Further, those on the lowest incomes would be most likely to pass on the joy of receiving a gift card to others, with one in four (28%) of those earning less than £10,000 stating they would use the gift voucher to buy presents for others.

Differences by gender:

•                    Women were more likely to be in two minds whether to treat themselves or others. More than one in five women (21%) said they would use a festive gift card to buy perfume/ cosmetics/ beauty products (26%), shoes (23%) or a special outfit (21%).

•                    Men were more than twice as likely than women to simply give a gift card to a loved one to treat themselves (16% men vs. 7% women).

 

Differences by age:

•                    The Over 55s were most likely to spend a gift card on a family meal out (38%) or give it to a loved one to treat themselves.

•                    The Under 25s were the most leisure conscious, 26% saying they would use a gift card to enjoy a leisure pursuit with friends/ family.

 

Differences by size of family:

•                    Families with 2 children were the most likely to spend the money on a family meal out (43%).

•                    Families with one child the most likely to use the gift card to buy presents for others (21%).

•                    Those with no children were the most likely to give the gift card to others to treat themselves (12%).

 

Trevor Pereira, commercial and digital director at intu, commented: “Gift cards are a great way of giving to someone you love, who’s also difficult to buy for, the ultimate present – choice. It removes the festive headache of trying to guess what people want or even worse buying something they didn’t need or don’t like.”

This new piece of research is part of a larger report by intu which looks at consumer leisure habits, exploring the types of leisure trips people enjoy, the role of a shopping centre as a leisure destination, how shopping habits are changing – the evolving impact of technology on modern shopping behaviour.