|
This Holiday,
Women Want Getaway Gifts,
Men Want to Stay and Play
Travel and Technology Top
Holiday Wish Lists for Women and Men
WINSTON-SALEM, N.C., Oct. 7, 2003 -- A new survey shows the
most desired holiday gift for women this season is the gift of
escape, whether it's a vacation, a cruise, or a day at the
spa. By contrast, almost half of men said they would prefer a
gift from the electronics department. The online study, Women,
Men and the Pursuit of Fun, was completed by frank about
women, the marketing to women consultancy that helps companies
build brand relationships with women.
Top
Hot Holiday Gifts for Men & Women 2003
It appears women are so ready for an escape from their daily
lives that, of the women in the study who said they want
travel as a gift (27 percent), a majority (67 percent) said
they would be willing to buy it for themselves. Almost
one-third (29 percent) of the women who selected travel as a
top gift choice said they want a cruise, and one-quarter (26
percent) said they want a tour package. If women can't escape
for a true vacation, a quick trip to the spa is a hot gift
item for nearly half (44 percent) of the women who chose a
getaway gift. TOP
"The fact that two-thirds of women said they are willing to
buy their own vacation or spa package indicates that they are
feeling the stress of balancing very full lives, an uncertain
economy, and the demands of families, careers and other
obligations," said Carrie McCament, managing director of frank
about women.
By contrast, only 11 percent of men surveyed listed travel as
a desired gift for this year. Their number one gift choice:
electronics equipment. For the 41 percent of men who said they
want electronics, almost one-third (30 percent) said their top
pick would be a flat-screen TV, 23 percent chose a new
computer, and others (16 percent) said a digital camera is
their gadget of choice.
"Men's gift choices are more often items you would use at home
- in the family room or home office. We believe this shows men
are not feeling the same need to escape as the women we
surveyed," McCament said. TOP
Other top choices for women's gift ideas this year are
jewelry, chosen by 23 percent of the women in the survey, and
electronics, which 11 percent of women chose. Men chose cars
as their third preference at 7 percent.
Least Desired Holiday Gifts
The survey also uncovered the gifts that will probably get
returned after the holidays. Women said they least want sports
and outdoor equipment, bar or entertaining accessories or car
equipment. Men said their gift-list no-no's are bar or
entertaining pieces, craft items, or health and beauty care
items. (Exceptions to this are if someone asks for
this type of gift or if they are setting up their first
houshold)
"People don't want to receive a gift that makes them more
productive or that helps them fit more into their day. They
want a gift that lets them play a little and makes them feel
they should take that time to relax, whether it's in a spa or
watching their new television," McCament continued.
The online survey was conducted during the week of September
2, 2003, among a total of 1052 respondents - 575 women and 477
men - who reflected a nationally representative sample of
American adults. The margin of error for the survey was plus
or minus 3 percentage points.
SEE the
Couples Mall for More Gift Ideas
About frank about women
frank about women, based in Winston-Salem, N.C., is one of the
most comprehensive strategic consultancies dedicated
exclusively to helping worldwide companies harness the loyalty
and purchasing power of women. The consultancy uses
research-based techniques to help companies build enduring
relationships between brands and women. The organization is
comprised of 60 on-staff female executives, a national
alliance of prominent female thought leaders, and an online
panel of 1,000 female consumers. frank about women has
developed and executed women-directed initiatives for a wide
range of corporations and organizations, including TJ Maxx,
Oxygen, Eddie Bauer, Stop & Shop, and General Motors. frank
about women is part of the Interpublic Group of Companies, the
world's largest marketing communications firm. For more
information, visit
www.frankaboutwomen.com.
|
