By Tom Ryan
According to an online American Pulse survey by BIGresearch, many Americans would rather give than receive. But, it's not just because they're all so generous. Many just want to avoid the hassles of getting the wrong gift and the return process.
Of the 4,069 respondents, 52.1 percent said they would rather receive a gift card or cash than gifts this holiday season. Of those, 29.6 percent preferred a gift card and 22.5 percent wanted cash.
The survey found that 45.4 percent received a gift of clothing that they didn’t like or wear last year, and 46.3 percent hate the hassle of returning gifts. Of the respondents, 22.7 percent would like to exchange gifts for things they would rather have; and 22.5 percent have "re-gifted" gifts received.
Concerning gift cards, 82.4 percent agreed they are a smart gift alternative for people they don't know well. But 10.5 percent admit they had "re-gifted" gift cards received; 13.5 percent have received gift cards that they've never redeemed; and 16.1 percent have received gift cards that they've only partially redeemed.
Americans, according to the research, are clearly into the Christmas spirit. Of those surveyed. 70.9 percent say they like it when a store employee wishes them a "Merry Christmas," while 92.6 percent said stores should be allowed to display a Christian Nativity scene during the holiday season. Only 2.9 percent agreed that Santa Claus should be portrayed as thinner and healthier to set a better example for kids.
Discussion Question: What can retailers do about the perceived hassle of "receiving" presents? Are there opportunities to create happy customers returning products? Do you see the popularity of gift cards beginning to wane? What other opportunities come to mind based on the American Pulse research findings?