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Survey: Gifts Not Long Remembered

'Experience gifts' more memorable, study claims

November 30, 2007

U.S. consumers are not finding traditional holiday gifts memorable, according to an Excitations survey, in which 41% of those asked could not even recall the best holiday gift they received last year.

The survey, conducted by the online survey firm Zoomerang on behalf of Excitations, an online provider of experience gifts, also found that roughly one-third (34%) of consumers could not remember a single gift they received last year from their spouse or significant other.

"When it comes to holiday gifts, if consumers can't remember the best of them they sure aren't going to remember the rest of them," said Kim AuBuchon, co-founder and chief operating officer at Excitations.

"What this survey makes clear is that despite a glut of electronics, gift cards and other material items available for shoppers to buy friends and family, these traditional gifts are not creating lasting memories or resonating with the recipient."

When asked what type of gift creates the most lasting memories, 40% of respondents selected experience gifts, outpacing jewelry (39%); electronics (11%); cash (6%); or clothing (4%).

Additional survey findings include:

• 69% of those surveyed did not receive a gift from their company or boss last year

• Nearly half (48%) of parents surveyed said it was either "very" or "somewhat" difficult to find holiday gifts that encourage their child to engage in physical activity

• 35% of consumers spent over $200 on a holiday gift for their spouse or significant other last year; 26% spent $100-200; 20% spent $51-100; and 9% spent $50 or less

• When asked to identify the most important factor in choosing a gift, 32% answered, "the gift fulfills a passion or desire," outpacing results that the gift is practical (21%), unique (23%) or on time (5%)

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