年間を通じた贈り物：2022年 - 市場分析、動向、消費者意識、主要参入企業

2022年の通年ギフトの普及率は前年比2.8pptsの上昇となっています。COVID-19の大流行で大きな影響を受けた2021年に比べるとやや回復しているもの、この数字は2020年の高みにはまだ到達していないです。2023年は、様々な祝い事が続くことや、流行時に計画された祝い事の滞りが解消されることで、普及率がさらに上昇する可能性があると考えられます。

当レポートでは、年間を通じた贈り物市場について調査し、誕生日、結婚式、新生児など年間を通じたギフトシーンにおける消費者の動向と消費習慣に関する包括的な洞察を提供しています。

目次

目次

主な調査結果

消費者の態度

• 購買力学
• 経済的幸福
• 贈答品への支出
• 財政支出
• 購入機会
• 調査
• 認識
• 小売業者のプロモーション
• 小売業者の評価
• 年間を通じた贈り物の収支報告書
• ソーシャルメディア

贈答

• 贈答への姿勢
• 購買力学
• 支出
• 受領者
• 計画的・衝動買い
• 購入したカテゴリー
• 使用した販売店
• 購入のダイナミクス（すべてのギフトカテゴリー）
• 小売業者の選択
• チャネルの使用
• 店舗タイプ
• 機器の使用状況
• 履行
• 調査
• 個別化

誕生日

生涯をかけて成し遂げたこと

自発的な贈り物

List of Tables

List of Tables

• Retailer ratings across key measures - grocers, 2022
• Retailer ratings across key measures - non-food retailers, 2022
• Retailers shopped at for gifting (overall), 2021 & 2022
• Products purchased - clothing & accessories, 2021 & 2022
• Retailers used - clothing & accessories, 2021 & 2022
• Products purchased - plants & flowers, 2021 & 2022
• Retailers used - plants & flowers, 2021 & 2022
• Products purchased - books, 2021 & 2022
• Retailers used - books, 2021 & 2022
• Products purchased - gift food & drink, 2021 & 2022
• Retailers used - gift food & drink, 2021 & 2022
• Products purchased - toys & games, 2021 & 2022
• Retailers used - toys & games, 2021 & 2022
• Products purchased - health & beauty, 2021 & 2022
• Retailers used - health & beauty, 2021 & 2022
• Products purchased - fine jewellery & watches, 2021 & 2022
• Retailers used -fine jewellery & watches, 2021 & 2022
• Products purchased - homewares, 2021 & 2022
• Retailers used - homewares, 2021 & 2022
• Products purchased - music & video, 2021 & 2022
• Retailers used - music & video, 2021 & 2022
• Products purchased - footwear, 2021 & 2022
• Retailers used - footwear, 2021 & 2022
• Products purchased - electrical products, 2021 & 2022
• Retailers used - electrical products, 2021 & 2022
• Products purchased - stationery, 2021 & 2022
• Retailers used - stationery, 2021 & 2022
• Products purchased - baby products, 2021 & 2022
• Retailers used - baby products, 2021 & 2022
• Products purchased - computers, 2021 & 2022
• Retailers used - computers, 2021 & 2022
• Products purchased - sports products, 2021 & 2022
• Retailers used - sports products, 2021 & 2022
• Products purchased - gardening & DIY, 2021 & 2022
• Retailers used - gardening & DIY, 2021 & 2022
• Products purchased - experience, 2021 & 2022
• Products purchased - vouchers & gift cards, 2021 & 2022

List of Figures

List of Figures

• 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 gifting and greeting cards products, 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
• Agreement statements - It is more convenient to have a gift list, (by demographic & male/female) 2022 & 2021 overall
• Agreement statements - It is acceptable to have a gift list, (by demographic & male/female) 2022 & 2021 overall
• Agreement statements - It is acceptable to ask for vouchers/gift cards, (by demographic & male/female) 2022 & 2021 overall
• Agreement statements - It is acceptable to ask for cash gifts instead of a present, (by demographic & male/female) 2022 & 2021 overall
• Agreement statements - It is acceptable to ask friends/family for donations to a large purchase, (by demographic & male/female) 2022 & 2021 overall
• Birthday gifting penetration, 2022 (by demographic & male/female) & 2021
• Weddings/engagements gifting penetration, 2022 (by demographic & male/female) & 2021
• Pregnancy/new baby gifting penetration, 2022 (by demographic & male/female) & 2021
• Religious/ceremonial occasions gifting penetration, 2022 (by demographic & male/female) & 2021
• Life achievement gifting penetration, 2022 (by demographic & male/female) & 2021
• Retirement/leaving gifting penetration, 2022 (by demographic & male/female) & 2021
• Gratitude/sympathy gifting penetration, 2022 (by demographic & male/female) & 2021
• Holiday souvenir gifting penetration, 2022 (by demographic & male/female)
• Spontaneous gifting penetration, 2022 (by demographic & male/female) & 2021
• Average spend per occasion on gifting, 2022 & change on 2021
• Gift recipients - overall gifting, 2022 & change on 2021
• Planned/impulse purchases - overall gifting, 2022 & 2021
• Gifting categories purchased for all occasions, 2022 & change on 2021
• Retailers shopped at for gifting, 2021 & 2022
• Clothing & accessories gifting penetration, by occasion, 2021 & 2022
• Gift food & drink gifting penetration, by occasion, 2021 & 2022
• Plants & flowers gifting penetration, by occasion, 2021 & 2022
• Books gifting penetration, by occasion, 2021 & 2022
• Toys & games gifting penetration, by occasion, 2021 & 2022
• Health & beauty gifting penetration, by occasion, 2021 & 2022
• Money gifting penetration, by occasion, 2021 & 2022
• Vouchers & gift cards gifting penetration, by occasion, 2021 & 2022
• Fine jewellery & watches gifting penetration, by occasion, 2021 & 2022
• Homewares gifting penetration, by occasion, 2021 & 2022
• Footwear gifting penetration, by occasion, 2021 & 2022
• Music & videos gifting penetration, by occasion, 2021 & 2022
• Electrical products gifting penetration, by occasion, 2021 & 2022
• Baby products gifting penetration, by occasion, 2021 & 2022
• Stationery gifting penetration, by occasion, 2021 & 2022
• Experience gifting penetration, by occasion, 2021 & 2022
• Gardening & DIY gifting penetration, by occasion, 2021 & 2022
• Sports products gifting penetration, by occasion, 2021 & 2022
• Computers gifting penetration, by occasion, 2021 & 2022
• What's driving retailer selection - overall gifting, 2022
• Consumers using each channel for purchasing gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing gifts, 2022 (browsed and purchased)
• Consumers using each device for gifting, 2022 (browsed and purchased)
• Fulfilment options for gift purchases made online, 2022
• Research undertaken - overall gifting, 2022
• Personalisation - overall gifting, 2021 & 2022
• Personalisation - books, clothing & accessories, health & beauty, homewares, stationery, and fine jewellery & watches, 2021 & 2022
• Birthday gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - birthdays, 2022
• Gift recipients - birthday, & average spend per recipient, 2022
• Categories purchased - birthday, 2022 & change on 2021
• Consumers using each channel for purchasing birthday gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing birthday gifts, 2022 (browsed and purchased)
• Consumers using each device for birthday gifting, 2022 (browsed and purchased)
• Fulfilment options for birthday gift purchases made online, 2021 & 2022
• Research undertaken - birthday, 2022
• Weddings/civil ceremony gifting penetration, 2022 (by demographic & male/female) & 2021
• Engagements gifting penetration, 2022 (by demographic & male/female) & 2021
• Weddings/relationship anniversaries gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - weddings/engagements, 2022 & change on 2021
• Gift recipients - weddings/engagements, & average spend per recipient, 2022
• Categories purchased - weddings/engagements, 2022 & change on 2021
• Consumers using each channel for purchasing weddings/engagement gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing wedding/engagement gifts, 2022 (browsed and purchased)
• Consumers using each device for weddings/engagement gifting, 2022 (browsed and purchased)
• Fulfilment options for weddings/engagement gift purchases made online, 2021 & 2022
• Research undertaken - wedding/engagement, 2022
• Pregnancy gifting penetration, 2022 (by demographic & male/female) & 2021
• Baby shower/new baby gifting penetration, 2022 (by demographic & male/female) & 2021
• Maternity/paternity leave gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - pregnancy/new baby, 2022
• Gift recipients - pregnancy/new baby, & average spend per recipient, 2022
• Categories purchased - pregnancy/new baby, 2022 & change on 2021
• Consumers using each channel for purchasing pregnancy/new baby gifting, 2022 (browsed and purchased)
• Consumers using each store type for purchasing pregnancy/new baby gifting, 2022 (browsed and purchased)
• Consumers using each device for pregnancy/new baby gifting, 2022 (browsed and purchased)
• Fulfilment options for pregnancy/new baby gift purchases made online, 2022
• Research undertaken - pregnancy/new baby, 2022
• Christening gifting penetration, 2022 (by demographic & male/female) & 2021
• Holy Communion gifting penetration, 2022 (by demographic & male/female) & 2021
• Bar Mitzvah/Bat Mitzvah gifting penetration, 2022 (by demographic & male/female) & 2021
• Other religious/ceremonial occasions gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - religious/ceremonial, 2022 & change on 2021
• Gift recipients - religious/ceremonial occasions, & average spend per recipient, 2022
• Categories purchased - religious/ceremonial occasions, 2022 & change on 2021
• Consumers using each channel for purchasing religious/ceremonial occasions gifting, 2022 (browsed and purchased)
• Consumers using each store type for purchasing religious/ceremonial occasions gifting, 2022 (browsed and purchased)
• Consumers using each device for religious/ceremonial occasions gifting, 2022 (browsed and purchased)
• Fulfilment options for religious/ceremonial occasions gift purchases made online, 2021 & 2022
• Research undertaken - religious/ceremonial occasions, 2022
• Educational achievement gifting penetration, 2022 (by demographic & male/female) & 2021
• Passing driving test gifting penetration, 2022 (by demographic & male/female) & 2021
• New home gifting penetration, 2022 (by demographic & male/female) & 2021
• New job gifting penetration, 2022 (by demographic & male/female) & 2021
• Other life achievement gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - life achievements, 2022 & change on 2021
• Gift recipients - life achievement, & average spend per recipient, 2022
• Categories purchased - life achievement, 2022 & change on 2021
• Consumers using each channel for purchasing life achievement gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing life achievement gifts, 2022 (browsed and purchased)
• Consumers using each device for life achievement gifting, 2022 (browsed and purchased)
• Fulfilment options for life achievement gift purchases made online, 2021 & 2022
• Research undertaken - life achievement, 2022
• Leaving do gifting penetration, 2022 (by demographic & male/female) & 2021
• Retirement gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - retirement/leaving, 2022 & change on 2021
• Gift recipients - retirement/leaving, 2022
• Categories purchased - retirement/leaving, 2022 & change on 2021
• Consumers using each channel for purchasing retirement/leaving gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing retirement/leaving gifts, 2022 (browsed and purchased)
• Consumers using each device for retirement/leaving gifting, 2022 (browsed and purchased)
• Fulfilment options for retirement/leaving gift purchases made online, 2021 & 2022
• Research undertaken -retirement/leaving, 2022
• Thank you gifting penetration, 2022 (by demographic & male/female) & 2021
• End of year teacher gifting penetration, 2022 (by demographic & male/female) & 2021
• Get well soon gifting penetration, 2022 (by demographic & male/female) & 2021
• Sympathy/condolences gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - gratitude/sympathy, 2022 & change on 2021
• Gift recipients - gratitude/sympathy, & average spend per recipient, 2022
• Categories purchased - gratitude/sympathy, 2022 & change on 2021
• Consumers using each channel for purchasing gratitude/sympathy gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing gratitude/sympathy gifts, 2022 (browsed and purchased)
• Consumers using each device for gratitude/sympathy gifting, 2022 (browsed and purchased)
• Fulfilment options for gratitude/sympathy gift purchases made online, 2021 & 2022
• Research undertaken -gratitude/sympathy, 2022
• Spontaneous gifting penetration, 2022 (by demographic & male/female) & 2021
• What's driving retailer selection - spontaneous gifting, 2022 & change on 2021
• Gift recipients - spontaneous gifting, & average spend per recipient, 2022
• Categories purchased - spontaneous gifting, 2022 & change on 2021
• Consumers using each channel for purchasing spontaneous gifts, 2022 (browsed and purchased)
• Consumers using each store type for purchasing spontaneous gifts, 2022 (browsed and purchased)
• Consumers using each device for spontaneous gifting , 2022 (browsed and purchased)
• Fulfilment options for spontaneous gifting gift purchases made online, 2021 & 2022
• Research undertaken - spontaneous gifting, 2022

All Year Gifting 2022 report forms part of GlobalData'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.

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.
• Having suffered during the pandemic, spending on experiences, such as spa days, has rebounded in 2022, rising by 4.1ppts in 2022. Consumers have returned to purchasing meals out, gift experiences and event tickets for loved ones which were harder for gift recipients to take advantage of in 2021.
• Amazon proved most popular among all year gifting shoppers for the second consecutive year, as retailer usage rose by 2.3ppts in 2022. This was an impressive performance given the Amazon was up against a strong comparative.

Reasons to Buy

• Understand how consumers attitudes and shopping behaviours changed as a result 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.
• 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.
• Use our in-depth analysis of the leading retailers for gifting occasions to understand how to appeal shoppers and maximise market share.

Table of Contents

Table of Contents

THE KEY FINDINGS

• The Key Findings
• Penetration rises, but falls short of pre-pandemic levels
• Spending on experiences regained popularity after suffering setbacks during the pandemic
• Amazon still ranks top for gifts
• 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

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