Changing gifting trends
What are Americans picking this year?


of Americans say their gifting budget has decreased this year amid the pandemic


of Americans say their preference for gift cards for gifting purpose has increased this year


of Americans have purchased gift cards from businesses to support them amid COVID-19

After an initial slump, the gifting industry picked up the pace as people increasingly turned online for their purchases amid the pandemic. This report delves into the new gifting trends that may have emerged as the lockdowns and restrictions forced people to go for other alternatives. Businesses can leverage this data in their decision making.

The COVID-19 pandemic and the subsequent lockdown has resulted in a major shift in the gifting industry as online shopping, self-gifting, and health and wellness-related purchases took precedence. The trend is also likely to reflect in the early holiday sales this year, as shoppers stock up on their Christmas gifts. Amid the many shifts, how has the gift-giving trend differed this year? Piplsay polled 30,537 Americans to get some insights. Here is a summary of what we found:

Other Insights

  • 58% of women have reduced their gifting budget this year as compared to 42% of men
  • About 28% of Gen Zers and Millennials have preferred giving gifts cards this year as compared to 43% of Gen Xers
  • 52% of Gen Xers and 61% of Millennials have bought gifts cards from their favorite outlets to support them amid the pandemic

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the US from December 4-6, 2020. We received 30,537 online responses from individuals aged 18 years and older.

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