Survey: Almost half of holiday gift spending in ten countries will be spent on gift cards
PLEASANTON, Calif .– (COMMERCIAL THREAD) – People around the world plan to spend more on holiday gifts this year, and a larger portion of that spending is on gift cards according to the Global Holiday Shopping Forecast 2021 published by the global branded payments provider Blackhawk Network. The report found that nearly 45% of holiday spending this year among respondents in ten countries around the world will go to gift cards, a 27% increase from last year. Due to the ease of giving out a gift card and growing concern about slower delivery times and global inventory issues, even more people have embraced gift cards and are eager to give them away and to receive them.
“This year more than ever, consumers’ holiday shopping plans will differ from country to country. As pandemic hotspots move around the world, some people will have relatively familiar holiday shopping experiences while others will continue to keep their distance, ”said Theresa McEndree, Global Head of Marketing and Brand at company, Blackhawk Network. “This holiday season will be particularly unpredictable for retailers and consumers. However, according to our research, one trend that seems to remain consistent across the world is the use of gift cards as the universal language of gifts. Merchants and buyers alike must be prepared to respond and adapt to this year’s challenges, and gift cards offer the unique flexibility to do so.
The Blackhawk Network Holiday Forecast examined global attitudes and behaviors regarding holiday gifts, e-commerce trends, and shoppers’ prospects in ten target countries. The following trends have been identified and are expected to fuel growth for the holiday shopping season 2021:
The love of holiday shoppers for gift cards is universal
The past holiday season, as consumers searched for convenient, contactless ways to spread the holiday cheer, gift cards had a record year as one of the most popular giveaways of the season. This year, 80% of buyers in surveyed countries want to give gift cards instead of physical gifts and 85% of respondents consider gift cards to be a safe bet to give. Overall, shoppers surveyed plan to purchase an average of 17 gift cards this year.
- Gift cards for meals, personal care and beauty will be at the top of the shopping lists this year. The most popular gift card categories in the ten countries surveyed on this holiday will be meals, personal care and beauty, and clothing and accessories. Shoppers surveyed expect to purchase their gift cards from online-only retailers, big box / big box stores, online retailers, grocery stores and convenience stores.
- Respondents in India and Mexico plan to spend the largest percentage of their holiday gift budget on gift cards. Countries where shoppers surveyed plan to spend the largest percentage of their holiday gift budget on gift cards are India (89%), Mexico (55%), Brazil (53%), Australia (50%) and the Netherlands (45%). .
- Mexican respondents report the largest increase in spending on holiday gift cards year over year. The countries with the largest increases in holiday gift card spending compared to 2020 are: Mexico (+ 51%), Brazil (+ 44%), India (+ 42%), Australia ( + 30%) and the United Kingdom (+ 29%).
Top Holiday Gift Card Trends by Country:
- WE: U.S. shoppers surveyed plan to spend and giveaway more this holiday season, but with lingering concerns about the impacts of COVID on giveaways, they will also shop early, continue to move holiday shopping online and will turn to gift cards again. Americans surveyed plan to spend 41% of their holiday gift budget on gift cards and buy 15 gift cards on average.
- Canada: Canadian shoppers surveyed plan to spend 37% of their holiday gift budget on gift cards. They are also among the countries most interested in buying multi-store gift cards, with 7 in 10 shoppers stating that they are interested in offering gift cards that can be redeemed in a collection of retail brands. .
- Mexico: Among the countries studied, Mexico plans to buy the fewest gift cards (9). Still, shoppers surveyed plan to spend 55% of their Christmas gift budget on gift cards, a 51% increase in spending on gift cards from last year. Mexico is also one of the countries most interested in offering gift cards that give back to charitable causes.
- Brazil: Brazilian buyers surveyed plan to buy 23 gift cards this holiday season, more than any other country surveyed. Buyers surveyed plan to spend 53% of their vacation budget on gift cards, with fashion and electronics and toy gift cards being the most popular categories of gift cards.
- UK: UK shoppers surveyed are much more likely to purchase holiday gift cards online, with multi-store and fashion gift cards being the most popular categories. Additionally, respondents plan to spend 36% of their Christmas gift budget on gift cards, a 29% increase from last year.
- France: French shoppers surveyed plan to spend 41% of their holiday budget on gift cards and will look to big box and big box stores as their primary destination to purchase gift cards. The health-beauty and fashion gift cards are among the most popular for holidays in France.
- Germany: With 45% of German consumers surveyed stating that they receive at least one bad gift every holiday season, one of the main reasons German shoppers offer gift cards is that the recipient doesn’t have to return a gift. which he does not want. or need. Respondents plan to buy 16 gift cards over the holiday season and spend 42% of their holiday budget on gift cards.
- Netherlands: Dutch respondents plan to increase their spending on gift cards by 15% this year, with 45% of their holiday budget going to gift cards. Additionally, health and beauty and catering gift cards appear to be two of the most popular gift card categories this holiday season.
- Australia: Australian respondents plan to spend 50% of their holiday budget on gift cards and are more likely to want to give a gift card rather than a physical gift. Eighty-one percent of Australian shoppers surveyed would prefer to offer a gift card, and multi-store and fashion gift cards are among the most popular categories of holiday gift cards this year.
- India: India loves to give gift cards. Almost all of the consumers surveyed (96%) want to give gift cards instead of other physical gifts and plan to spend 89% of their holiday gift budget on gift cards. Indian shoppers plan to buy 22 gift cards this year, with fashion and health and beauty being the most popular categories of holiday gift cards.
Blackhawk Network works with approximately 37,000 business and government partners and has approximately 400,000 points of contact around the world. Blackhawk connects with over 300 million buyers around the world daily. For a more in-depth analysis by country, download the full report, “5 global lessons for the 2021 holidays” here.
About the Blackhawk Network
Blackhawk Network delivers branded payment solutions through prepaid products, technologies and network that connect brands and people. We collaborate with our partners to innovate, translating market trends into branded payments to increase reach, loyalty and revenue. We reliably execute security-focused solutions around the world. Join us as we shape the future of global branded payments. Learn more about blackhawknetwork.com.
1 “5 Global Lessons for the Holidays 2021” is based on the results of an internet survey conducted by Leger on behalf of Blackhawk Network in August 2021. The sample size included 11,000 global respondents in the United States, Australia, Brazil, Canada, France and Germany. , India, Mexico, the Netherlands and the UK aged 18 and over who have purchased gifts in the past 12 months and plan to make purchases during the 2021 holidays.