Personalized Gifts Retailers Should Target Men for More Sales, Higher Spend:Survey
(PRBuzz.com) February 20, 2012 -- If you think male customers give impersonal gifts, don't buy many gifts at all, and that they only shop online, you'd be wrong.
The 2nd Annual Personalized Gifts Survey of 448 respondents, conducted by personalized astrology gifts website It's In The Stars which regularly runs surveys, found that 91.1% of men, compared to 78.6% of women, spent $101 or more on personalized gifts in the last year.
Not only did men spend more than women on personalized gifts, they bought more of them too, with 91.6% of men vs 82.8% of women buying two or more personalized gifts in the 12 months.
According to Elizabeth Ball, one of the biggest surprises was that more men than women had bought their most recent personalized gift from a bricks-and-mortar store, not online.
"The survey found 67.4% of men versus 59.4% of women bought their most recent personalized gift from a physical store. which included department stores (21.5% vs 18.0%), mall kiosks (21.5% vs 15.5%) and chain stores (17.6% vs 14.6%)," Elizabeth Ball said.
However, more women than men bought personalized gifts online (20.9% vs 13.7%), at fairs/bazaars/markets/expos (19.7% vs 19.0%) and boutique gift stores (11.3% vs 6.8%).
"The number-one quality that matters most to people giving personalized gifts is prestige, or the ability to impress others," Elizabeth said.
Prestige was the most important attribute of personalized gifts (47.0%), followed by the personalization factor (28.2%). Men were more attracted than women by the gifts' ego appeal (29.8% vs 24.6%) while women were five times as likely to value uniqueness (15.4% vs 3.4%). Price was the fifth-most important attribute (7.6%), followed by durability (5.4%).
"Men are surprisingly concerned that their recipient will like their gift," said Elizabeth. "If you can help them understand why someone would be thrilled to receive their gift, you have made your sale."
The top five personalized gift-giving occasions are birthdays (25.7%), babies (20.8%), Mother's Day (19.4%), Christmas (18.5%) and Father's Day (18.3%). Women were more likely than men to give personalized gifts for eight of the ten major gift-giving occasions except christenings (17.1% vs 14.5%) and Valentine's Day (16.1% vs 13.7%).
Women are most likely to have given personalized gifts to their parents (22.1%) and their friends (20.1%), while men are most likely to buy personalized gifts for their children and friends (19.0% each).
Elizabeth Ball of It's In The Stars at www.itsinthestarsonline.com conducts regular gift-giving surveys. She has delighted thousands of couples and parents with her beautifully designed, hardcover luxury astrology reports as unique personalized gifts since 2005.