All Year Gifting Cards and Gift Wrap 2022 report forms part of the publisher's Retail Occasions series, and offers comprehensive insight into the consumer dynamics and spending habits of consumers for year-round gifting occasions, such as birthdays, weddings and new babies. The report analyses the market, the major players, the main trends, and consumer attitudes.
All year gifting penetration rose in 2022 by 2.8ppts on last year. Although this is somewhat of a recovery on 2021, which was heavily impacted by the COVID-19 pandemic, this figure is yet to reach the heights of 2020. As people continue to celebrate various occasions, and the backlog of occasions that were planned during the pandemic come to fruition, it is likely that penetration could rise further in 2023.
All year gifting penetration rose in 2022 by 2.8ppts on last year. Although this is somewhat of a recovery on 2021, which was heavily impacted by the COVID-19 pandemic, this figure is yet to reach the heights of 2020. As people continue to celebrate various occasions, and the backlog of occasions that were planned during the pandemic come to fruition, it is likely that penetration could rise further in 2023.
Scope
- While more people are purchasing for all year gifting, spending across most categories was down in 2022, with those buying for retirement/leaving occasions being the hardest hit as consumer prioritise family and close friends over work colleagues
- Card Factory extended its lead as the most used retailer for cards and gift wrap in 2022, as it ranked as the top retailer across all five key measures (range, price, quality, display; and interesting products). In comparison, grocers such as Tesco and ASDA that performed well during the pandemic -benefitting from remaining open throughout -have witnessed a decline in retailer usage this year
- More consumers opted for high street shops and retail parks over online to purchase cards and gift wrap this year. As shoppers return to physical stores, online retailers will have to work hard to improve online options
Reasons to Buy
- Understand how consumers attitudes and shopping behaviours changed off the back of the pandemic
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential
- Gain insight into the occasions and recipients' consumers purchase cards and gift wrap most for, to help plan product ranges and maximise sales
- Discover the key themes and reasons impacting consumer behaviour around card and gift wrap spending for all year gifting occasions, to tailor strategies to address consumer concerns
Table of Contents
- THE KEY FINDINGS
- The Key Findings
- Penetration rises, but falls short of pre-pandemic levels
- Online retailers lose out to physical stores as consumers return to high street shopping
- Card Factory dominating in card and gift-wrap
- Trend insight - in store
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Financial wellbeing
- Gift spending
- Financial spending
- Occasions bought for
- Research
- Perceptions
- Retailer promotions
- Retailer ratings
- All year gifting statements
- Social media
- Cards & gift wrap
- Buying dynamics
- Attitudes towards cards & wrap
- Recipients
- Planned/impulse purchases
- Occasions bought for
- Retailer used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Frequency
- Personalisation
- Methodology
- Technical details: consumer survey work
- Retailer ratings across key measures - grocers, 2022
- Retailer ratings across key measures - non-food retailers, 2022
- Retailers used - cards (overall), 2021 & 2022
- Retailers used - gift wrap (overall), 2021 & 2022
- Cards & Gift wrap (all occasions) recipient, 2021 & 2022
- Retailers used - cards & gift wrap (all occasions), 2021 & 2022
- All year gifting shopper penetration, by demographic & region, 2022, & 2021 penetration
- Financial wellbeing compared to last year, 2021 & 2022
- All year gifting spending compared to last year, 2021 & 2022
- How consumers financed all year gifting spending, 2021 & 2022
- What occasions shoppers purchased for, 2022 & change on 2021
- When shopping for gifts, what activities have you undertaken online over the past year, 2021 & 2022
- Which occasions consumers believe they should give cards and gifts for, 2022
- Which retailer did the best job of promoting all year gifting, 2022
- Agreement & disagreement with statements about all year gifting, 2022
- Which social media sites do you use, 2022
- Did you purchase an item as a gift that you saw on social media, 2022
- Cards (overall) penetration, by demographic, 2022, & 2021 penetration
- Physical card (from a shop) penetration, by demographic, 2022, & 2021 penetration
- Physical card (bought online) penetration, by demographic, 2022, & 2021 penetration
- Electronic card penetration, by demographic, 2022, & 2021 penetration
- Gift wrap (overall) penetration, by demographic, 2022, & 2021 penetration
- Gift wrap penetration, by demographic, 2022, & 2021 penetration
- Gift bags penetration, by demographic, 2022, & 2021 penetration
- Gift wrapping accessories penetration, by demographic, 2022, & 2021 penetration
- Agreement statements - Greetings cards are too expensive (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I usually try to buy cards and wrap from the same place I buy gifts, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - Buying cards and wrapping is a waste of money, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I like to purchase greetings cards that are unique and different, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - When choosing where to purchase cards, I usually go to the store that is most convenient, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - Buying a card online is less personal, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I am worried about the environmental impact of giving cards, (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I am avoiding purchasing cards and gift wrap items that contain glitter as it is bad for the environment (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I have cut down on the number of cards I buy in a year for environmental reasons (by demographic & male/female) 2022, & 2021 overall
- Agreement statements - I have cut down on the number of cards I buy in a year to save money (by demographic & male/female) 2022, & 2021 overall
- Card & gift wrap recipients - all occasions, 2021 & 2022
- Cards & gift wrap planned/impulse purchases, 2021 & 2022
- Occasion bought for, 2021 & 2022
- Retailers used - cards & gift wrap (all occasions), 2021 & 2022
- What's driving retailer selection - cards & gift wrap, 2022
- Consumers using each channel for purchasing cards & wrap, 2021 & 2022
- Consumers using each store type for purchasing cards & wrap, 2021 & 2022
- Consumers using each device for cards & wrap purchases, 2021 & 2022
- Fulfilment options for card & gift wrap purchases made online, 2021 & 2022
- Frequency of purchase, 2021 & 2022
- Personalisation - overall cards & wrap, 2021 & 2022
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Amazon
- Argos
- ASDA
- ASOS
- B&M
- Boots
- Card Factory
- Clintons
- Funkypigeon.com
- Home Bargains
- John Lewis & Partners
- Marks & Spencer
- Moonpig.com
- Morrisons
- Next
- Oliver Bonas
- Poundland
- Sainsbury's
- Tesco
- thortful
- Waitrose & Partners
- WH Smith
- Wilko
