The All year gifting 2023 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 increased this year, with over 90% of consumers stating that they had bought a gift in 2023. Indeed, though this is an improvement on both 2022 and 2021, this is still falling short of pre-pandemic levels as consumers are still recovering from the impact of persistent inflation in the latter half of 2022 and into 2023.
As the pressure on finances from the cost-of-living crisis began to mount in 2022, 61.1% of consumers agreed that they had to cut back on gift purchasing this year due to the cost-of-living crisis. Indeed, consumers stated that they felt worse off financially this year compared to the year before. Though gifting penetration was higher this year than it was in 2022, with consumers who bought gifts funded their spend through a credit card, several dipped into their savings and few used Buy Now Pay Later financing options.
Consumers prioritized buying presents for loved ones, however they did opt to spend beyond their means to do so. Card Factory has come out on top this year, ranked highest by consumers for its promotions of gifts and cards, as well as being best rated in terms of range, price, display, and how interesting its products are. Indeed, Card Factory was the most popular retailer used for both greeting cards and gift wrap purchases this year. Given that Card Factory's offer is strong throughout the year, and not just catering for specific occasions, such as Christmas or Mother's Day, the cards and gifts specialist is able to build its reputation as a reliable shopping location all year round.
However, Clintons continues to pose a threat to Card Factory as the mid-market card specialist maintains its lead in perceived quality of cards & gifts. It will be vital for Card Factory to invest in its offer to ensure that items are reasonably priced, but are equally good value for money, to avoid consumers switching away in favour of a better-quality cards or gifts. Clintons is also moving to focus on price, improving its price architecture to attract more shoppers. While this is not a threat yet, due to consumers perceiving Clintons to be a mid-market player, this could prove to be an issue down the line as consumers become aware of its lower price point offer.
All year gifting penetration increased this year, with over 90% of consumers stating that they had bought a gift in 2023. Indeed, though this is an improvement on both 2022 and 2021, this is still falling short of pre-pandemic levels as consumers are still recovering from the impact of persistent inflation in the latter half of 2022 and into 2023.
As the pressure on finances from the cost-of-living crisis began to mount in 2022, 61.1% of consumers agreed that they had to cut back on gift purchasing this year due to the cost-of-living crisis. Indeed, consumers stated that they felt worse off financially this year compared to the year before. Though gifting penetration was higher this year than it was in 2022, with consumers who bought gifts funded their spend through a credit card, several dipped into their savings and few used Buy Now Pay Later financing options.
Consumers prioritized buying presents for loved ones, however they did opt to spend beyond their means to do so. Card Factory has come out on top this year, ranked highest by consumers for its promotions of gifts and cards, as well as being best rated in terms of range, price, display, and how interesting its products are. Indeed, Card Factory was the most popular retailer used for both greeting cards and gift wrap purchases this year. Given that Card Factory's offer is strong throughout the year, and not just catering for specific occasions, such as Christmas or Mother's Day, the cards and gifts specialist is able to build its reputation as a reliable shopping location all year round.
However, Clintons continues to pose a threat to Card Factory as the mid-market card specialist maintains its lead in perceived quality of cards & gifts. It will be vital for Card Factory to invest in its offer to ensure that items are reasonably priced, but are equally good value for money, to avoid consumers switching away in favour of a better-quality cards or gifts. Clintons is also moving to focus on price, improving its price architecture to attract more shoppers. While this is not a threat yet, due to consumers perceiving Clintons to be a mid-market player, this could prove to be an issue down the line as consumers become aware of its lower price point offer.
Scope
- Shopping for wedding gifts and souvenirs both increased in 2023 as consumers took advantage of being able to go on holiday and the post-pandemic wedding boom came to fruition.
- Consumers turned to finance options to spend beyond their means on cards & gifts this year, with credit card usage, buy now pay later finance options both increasing on 2022.
- Card Factory proved most popular among all year gifting shoppers, ranked highest by consumers for its promotions of gifts & cards, as well as being best rated in terms of range, price, display and how interesting its products are.
Reasons to Buy
- Understand the impact of the cost-of-living crisis on consumers attitudes and shopping behaviours.
- 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.
- Use our in-depth consumer insight to learn which areas within all year gifting shopping are most important to ensure that product offers are catering to the needs and wants of customers - for example whether consumers believe they should give a card and/or gift for a certain occasion.
Table of Contents
- THE KEY FINDINGS
- The Key Findings
- Penetration inches closer to pre-pandemic levels as consumer confidence grows
- Inflationary pressure forces consumers to use finance options to spend beyond their means
- Card Factory dominates all year gifting this year
- Trend insight - in store
- Trend insight - online
- CONSUMER ATTITUDES
- Buying dynamics
- Financial wellbeing
- Gift spending
- Financial spending
- Occasions bought for
- Research
- Prioritising spend
- Perceptions
- Retailer promotions
- Retailer ratings
- All year gifting statements
- Social media
- GIFTING
- Attitudes towards gifting
- Buying dynamics
- Spending
- Recipients
- Planned/impulse purchases
- Categories purchased
- Retailer used
- Buying dynamics (for all gifting categories)
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- Personalisation
- BIRTHDAYS
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- WEDDINGS/ENGAGEMENTS
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- PREGNANCY/NEW BABY
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- RELIGIOUS/CEREMONIAL OCCASIONS
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- LIFE ACHIEVEMENTS
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- RETIREMENT/LEAVING OCCASIONS
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- GRATITUDE/SYMPATHY
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- SPONTANEOUS GIFTING
- Buying dynamics
- Retailer selection
- Recipients
- Categories purchased
- Channel usage
- Store type
- Device usage
- Fulfilment
- Research
- Methodology
- Technical details: consumer survey work
- Retailer ratings across key measures - grocers, 2023
- Retailer ratings across key measures - non-food retailers, 2023
- Retailers shopped at for gifting (overall), 2022 & 2023
- Products purchased - clothing & accessories, 2022 & 2023
- Retailers used - clothing & accessories, 2022 & 2023
- Products purchased - gift food & drink, 2022 & 2023
- Retailers used - gift food & drink, 2022 & 2023
- Products purchased - books, 2022 & 2023
- Retailers used - books, 2022 & 2023
- Products purchased - plants & flowers, 2022 & 2023
- Retailers used - plants & flowers, 2022 & 2023
- Products purchased - toys & games, 2022 & 2023
- Retailers used - toys & games, 2022 & 2023
- Products purchased - health & beauty, 2022 & 2023
- Retailers used - health & beauty, 2022 & 2023
- Products purchased - vouchers & gift cards, 2022 & 2023
- Products purchased - footwear, 2022 & 2023
- Retailers used - footwear, 2022 & 2023
- Products purchased - fine jewellery & watches, 2022 & 2023
- Retailers used -fine jewellery & watches, 2022 & 2023
- Products purchased - homewares, 2022 & 2023
- Retailers used - homewares, 2022 & 2023
- Products purchased - electrical products, 2022 & 2023
- Retailers used - electrical products, 2022 & 2023
- Products purchased - music & video, 2022 & 2023
- Retailers used - music & video, 2022 & 2023
- Products purchased - baby products, 2022 & 2023
- Retailers used - baby products, 2022 & 2023
- Products purchased - stationery, 2022 & 2023
- Retailers used - stationery, 2022 & 2023
- Products purchased - experience, 2022 & 2023
- Products purchased - sports products, 2022 & 2023
- Retailers used - sports products, 2022 & 2023
- Products purchased - DIY & gardening, 2022 & 2023
- Retailers used - DIY & gardening, 2022 & 2023
- Products purchased - computers, 2022 & 2023
- Retailers used - computers, 2022 & 2023
- Personalisation - books, clothing & accessories, health & beauty, homewares, stationery, and fine jewellery & watches, 2022 & 2023
- All year gifting shopper penetration, by demographic & region, 2023, 2022 & 2021 penetration
- Financial wellbeing compared to last year, 2022 & 2023
- All year gifting spending compared to last year, 2022 & 2023
- How consumers financed all year gifting spending, 2022 & 2023
- What occasions shoppers purchased for, 2023 & change on 2022
- When shopping for gifts, what activities have you undertaken online over the past year, 2022 & 2023
- Which occasions consumers are prioritising and cutting back on, 2023
- Which occasions consumers believe they should give cards and gifts for, 2023
- Which retailer did the best job of promoting gifting and greeting cards products, 2023
- Agreement & disagreement with statements about all year gifting, 2023
- Which social media sites do you use, 2023
- Did you purchase an item as a gift that you saw on social media, 2023
- Agreement statements - It is more convenient to have a gift list, (by demographic & male/female) 2023, 2022 & & 2021 overall
- Agreement statements - It is acceptable to have a gift list, (by demographic & male/female)2023, 2022 & & 2021 overall
- Agreement statements - It is acceptable to ask for vouchers/gift cards, (by demographic & male/female)2023, 2022 & & 2021 overall
- Agreement statements - It is acceptable to ask for cash gifts instead of a present, (by demographic & male/female)2023, 2022 & & 2021 overall
- Agreement statements - It is acceptable to ask friends/family for donations to a large purchase, (by demographic & male/female)2023, 2022 & & 2021 overall
- Birthday gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Weddings/engagements gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Pregnancy/new baby gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Religious/ceremonial occasions gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Life achievement gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Retirement/leaving gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Gratitude/sympathy gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Holiday souvenir gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Spontaneous gifting penetration, 2023 (by demographic & male/female), 2022 & 2021
- Average spend per occasion on gifting, 2023 & change on 2022
- Gift recipients - overall gifting, 2023 & change on 2022
- Planned/impulse purchases - overall gifting, 2023 & 2022
- Gifting categories purchased for all occasions, 2023 & change on 2022
- Retailers shopped at for gifting, 2022 & 2023
- Clothing & accessories gifting penetration, by occasion, 2022 & 2023
- Gift food & drink gifting penetration, by occasion, 2022 & 2023
- Books gifting penetration, by occasion, 2022 & 2023
- Plants & flowers gifting penetration, by occasion, 2022 & 2023
- Toys & games gifting penetration, by occasion, 2022 & 2023
- Health & beauty gifting penetration, by occasion, 2022 & 2023
- Money gifting penetration, by occasion, 2022 & 2023
- Vouchers & gift cards gifting penetration, by occasion, 2022 & 2023
- Footwear gifting penetration, by occasion, 2022 & 2023
- Fine jewellery & watches gifting penetration, by occasion, 2022 & 2023
- Homewares gifting penetration, by occasion, 2022 & 2023
- Electrical products gifting penetration, by occasion, 2022 & 2023
- Music & videos gifting penetration, by occasion, 2022 & 2023
- Baby products gifting penetration, by occasion, 2022 & 2023
- Stationery gifting penetration, by occasion, 2022 & 2023
- Experience gifting penetration, by occasion, 2022 & 2023
- Sports products gifting penetration, by occasion, 2022 & 2023
- DIY & Gardening gifting penetration, by occasion, 2022 & 2023
- Computers gifting penetration, by occasion, 2022 & 2023
- What's driving retailer selection - overall gifting, 2023
- Consumers using each channel for purchasing gifts, 2022 & 2023
- Consumers using each store type for purchasing gifts, 2022 & 2023
- Consumers using each device for gifting, 2022 & 2023
- Fulfilment options for gift purchases made online, 2022 & 2023
- Research undertaken - overall gifting, 2023 and change on 2022
- Personalisation - overall gifting, 2022 & 2023
- Birthday gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - birthdays, 2023
- Gift recipients - birthday, & average spend per recipient, 2023
- Categories purchased - birthday, 2023 & change on 2022
- Consumers using each channel for purchasing birthday gifts, 2022 & 2023
- Consumers using each store type for purchasing birthday gifts, 2022 & 2023
- Consumers using each device for birthday gifting, 2022 & 2023
- Fulfilment options for birthday gift purchases made online, 2022 & 2023
- Research undertaken - birthday, 2023
- Weddings/civil ceremony gifting penetration, 2023 (by demographic & male/female) & 2022
- Engagements gifting penetration, 2023 (by demographic & male/female) & 2022
- Weddings/relationship anniversaries gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - weddings/engagements, 2023 & change on 2022
- Gift recipients - weddings/engagements, & average spend per recipient, 2023
- Categories purchased - weddings/engagements, 2023 & change on 2022
- Consumers using each channel for purchasing weddings/engagement gifts, 2022 & 2023
- Consumers using each store type for purchasing wedding/engagement gifts, 2022 & 2023
- Consumers using each device for weddings/engagement gifting, 2022 & 2023
- Fulfilment options for weddings/engagement gift purchases made online, 2022 & 2023
- Research undertaken - wedding/engagement, 2023
- Pregnancy gifting penetration, 2023 (by demographic & male/female) & 2022
- Baby shower/new baby gifting penetration, 2023 (by demographic & male/female) & 2022
- Maternity/paternity leave gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - pregnancy/new baby, 2023
- Gift recipients - pregnancy/new baby, & average spend per recipient, 2023
- Categories purchased - pregnancy/new baby, 2023 & change on 2022
- Consumers using each channel for purchasing pregnancy/new baby gifting, 2022 & 2023
- Consumers using each store type for purchasing pregnancy/new baby gifting, 2022 & 2023
- Consumers using each device for pregnancy/new baby gifting, 2022 & 2023
- Fulfilment options for pregnancy/new baby gift purchases made online, 2023
- Research undertaken - pregnancy/new baby, 2023
- Christening gifting penetration, 2023 (by demographic & male/female) & 2022
- Holy Communion gifting penetration, 2023 (by demographic & male/female) & 2022
- Bar Mitzvah/Bat Mitzvah gifting penetration, 2023 (by demographic & male/female) & 2022
- Other religious/ceremonial occasions gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - religious/ceremonial, 2023 & change on 2022
- Gift recipients - religious/ceremonial occasions, & average spend per recipient, 2023
- Categories purchased - religious/ceremonial occasions, 2023 & change on 2022
- Consumers using each channel for purchasing religious/ceremonial occasions gifting, 2022 & 2023
- Consumers using each store type for purchasing religious/ceremonial occasions gifting, 2022 & 2023
- Consumers using each device for religious/ceremonial occasions gifting, 2022 & 2023
- Fulfilment options for religious/ceremonial occasions gift purchases made online, 2022 & 2023
- Research undertaken - religious/ceremonial occasions, 2023
- Educational achievement gifting penetration, 2023 (by demographic & male/female) & 2022
- Passing driving test gifting penetration, 2023 (by demographic & male/female) & 2022
- New home gifting penetration, 2023 (by demographic & male/female) & 2022
- New job gifting penetration, 2023 (by demographic & male/female) & 2022
- Other life achievement gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - life achievements, 2023 & change on 2022
- Gift recipients - life achievement, & average spend per recipient, 2023
- Categories purchased - life achievement, 2023 & change on 2022
- Consumers using each channel for purchasing life achievement gifts, 2022 & 2023
- Consumers using each store type for purchasing life achievement gifts, 2022 & 2023
- Consumers using each device for life achievement gifting, 2022 & 2023
- Fulfilment options for life achievement gift purchases made online, 2022 & 2023
- Research undertaken - life achievement, 2023
- Leaving do gifting penetration, 2023 (by demographic & male/female) & 2022
- Retirement gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - retirement/leaving, 2023 & change on 2022
- Gift recipients - retirement/leaving, 2023
- Categories purchased - retirement/leaving, 2023 & change on 2022
- Consumers using each channel for purchasing retirement/leaving gifts, 2022 & 2023
- Consumers using each store type for purchasing retirement/leaving gifts, 2022 & 2023
- Consumers using each device for retirement/leaving gifting, 2022 & 2023
- Fulfilment options for retirement/leaving gift purchases made online, 2022 & 2023
- Research undertaken -retirement/leaving, 2023
- Thank you gifting penetration, 2023 (by demographic & male/female) & 2022
- End of year teacher gifting penetration, 2023 (by demographic & male/female) & 2022
- Get well soon gifting penetration, 2023 (by demographic & male/female) & 2022
- Sympathy/condolences gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - gratitude/sympathy, 2023 & change on 2022
- Gift recipients - gratitude/sympathy, & average spend per recipient, 2023
- Categories purchased - gratitude/sympathy, 2023 & change on 2022
- Consumers using each channel for purchasing gratitude/sympathy gifts, 2022 & 2023
- Consumers using each store type for purchasing gratitude/sympathy gifts, 2022 & 2023
- Consumers using each device for gratitude/sympathy gifting, 2022 & 2023
- Fulfilment options for gratitude/sympathy gift purchases made online, 2022 & 2023
- Research undertaken -gratitude/sympathy, 2023
- Spontaneous gifting penetration, 2023 (by demographic & male/female) & 2022
- What's driving retailer selection - spontaneous gifting, 2023 & change on 2022
- Gift recipients - spontaneous gifting, & average spend per recipient, 2023
- Categories purchased - spontaneous gifting, 2023 & change on 2022
- Consumers using each channel for purchasing spontaneous gifts, 2022 & 2023
- Consumers using each store type for purchasing spontaneous gifts, 2022 & 2023
- Consumers using each device for spontaneous gifting , 2022 & 2023
- Fulfilment options for spontaneous gifting gift purchases made online, 2022 & 2023
- Research undertaken - spontaneous gifting, 2023
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adidas
- Aldi
- Amazon
- Apple
- Argos
- ASDA
- ASOS
- B&M
- B&Q
- Book Depository
- Boots
- Card Factory
- Cards Galore
- Clintons
- Currys
- Dobbies
- Flying Tiger Copenhagen
- Foot Asylum
- Footlocker
- GAME
- H&M
- H.Samuel
- HMV
- Home Bargains
- Homebase
- IKEA
- JD Sports
- John Lewis & Partners
- Lidl
- Marks & Spencer
- Moonpig
- Morrisons
- New Look
- Next
- Nike
- Notonthehighstreet
- Oliver Bonas
- Pandora
- Paperchase
- Poundland
- Primark
- Sainsbury's
- Scribbler
- Skechers
- Smyths Toys
- Sports Direct
- Superdrug
- Swarovski
- Tesco
- The Body Shop
- The Entertainer
- The North Face
- The Perfume Shop
- The Range
- The Works
- TK Maxx
- Under Armour
- Very
- Waitrose & Partners
- Warren James
- Waterstones
- WH Smith
- Wilko
