This year, while 97% of French people intend to give gifts, they are taking a decidedly more pragmatic approach both in their purchases, looking for good deals (86% of the French surveyed plan to reduce their Christmas budget), and in the possible resale of gifts received once the holidays are over. However, this trend does not undermine the symbolism of Christmas, which remains for 66% of those surveyed a traditional celebration synonymous with joy and dreams for both young and old.
IN SEARCH OF THE IDEAL GIFT
Finding the perfect gift idea to delight its recipient remains a real challenge. While 37% of respondents do not hesitate to ask the person directly what they want to receive, 43% attempt to discreetly probe those around them to know their desires. Other sources of inspiration mentioned: 57% wander in stores hoping to get a spark, while 54% browse promotional leaflets or catalogs and 51% surf the internet.
A focus during the holidays, practical and useful gifts will once again be plentiful under the trees (63%). However, 37% of French people surveyed will take the risk of offering unusual or unexpected gifts, even if 36% will prefer to play it safe by choosing to give a sum of money, gift vouchers, or gift cards.
Another strong trend this year: “homemade” objects, which are almost on par with the most popular gifts in buying intentions (11% vs. 13%).
Regarding gifts offered to adults, they will mainly be cosmetics and perfumes (46%), as well as textiles (45%). Unsurprisingly, children will receive traditional toys (60%), but also clothes (34%).
Results that sharply contrast with the wishes expressed by respondents about what they would like to receive. Indeed, high-tech products top the list of desires (18%), while textiles come only in sixth place and, notably, top the list of the worst gifts (20%).
THE FRENCH MAKE TRADITION RHYME WITH SMART SHOPPING
Concerned about saving money while making people happy, the French no longer hesitate to take advantage of opportunities to get good deals (87%), even during the holiday season. Thus, 78% use promotions and discount coupons, 49% take advantage of sales, and 46% use price comparison tools to find the best offer.
This search leads them to a multichannel approach for their Christmas shopping, using no less than 3 channels on average.
While supermarkets (80%), specialty stores (68%), and department stores (37%) continue to attract consumers, the internet is increasingly becoming part of the Christmas shopping ritual. Thus, 31% favor brand and manufacturer websites, 30% store websites, 23% discount product sales sites, and 12% auction sites.
Each chosen channel nevertheless meets specific criteria and distinct purchases. Thus, for food (65%) and toys (72%), supermarkets remain the most popular at 80%, due to the prices offered (69%) and the promotions available (55%). Specialty stores meet a specific demand for sports items (57%) or high-tech products (49%), particularly appreciated for their reliability (59%) and the advice given (57%). As for Internet sites, whether brand sites or store sites, they are mainly consulted during the holidays for purchases related to travel and vacations (48%) and high-tech products (40%) due to the prices offered (59%) and the speed of purchase (55%).
RESELLING GIFTS: THE END OF A TABOO
This year again, auction and barter sites will be bustling in the aftermath of the holidays. Because while it’s not always easy to give the right gift to the right person, 77% of the French surveyed are ready to resell duplicate gifts (53%), as well as those they don’t need (48%) or dislike (37%).
Increasingly unfazed by this phenomenon, 13% admit to having already resold a gift and 10% having exchanged it, with the avowed aim of replacing it with another object they truly wanted (45%) or to avoid waste (33%). For the 78% who have never done so, it is primarily a matter of principle (49%), they believe the opportunity never arose (19%), or fear of offending the person who gave them the gift (17%).
Indeed, 56% of respondents would be offended to discover that a person they gave a gift to resold, exchanged, or gave it away. A percentage that still means that, for 42%, this practice is no longer a taboo, nor really a subject of discord.
In conclusion, while gifts remain inextricably linked to the holiday season, the French no longer hesitate to play the field by multiplying acquisition channels to find the best deal. Nevertheless, it is clear that, despite an ever-wider choice, it remains difficult to please for sure. A boon for resale and exchange sites, which attract every year more disappointed and unburdened individuals during Christmas!
Source: Spir Communication survey
