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Research Outline
Prepared for Gail B. | Delivered August 22, 2019
Consumer journey for gift-buying for children
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Goals
To understand the consumer journey when buying gifts for children for birthdays or the holidays.
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Early Findings
A
white paper
from the Toy Industry Association, while fairly outdated, gives detailed information on the decision-making process for toys and games.
6 in 10
toy or game ideas come from asking children directly.
Around
20%
of purchases are as a surprise, that is, as a gift.
Of the
60%
of toy/game purchases that are done as part of a plan (not impulse), around 1/3 will change their mind in-store.
21%
of parents stated that their children first gave them the idea digitally
-
via email, text or online wish list.
The "
optimal
" marketing strategy for gift-buying parents is suggested to target the in-store shopper.
M
a
r
t
e
c
h
blog
has a visual tool of 3 holiday gift-buying personas. While not specific to buying for kids, they are still relevant for understanding how to target holiday gift-buyers. Bargain shoppers are most open to trying new retailers.
ThinkWithGoogle
reports 18% of shoppers purchase all their gifts between Black Friday and Cyber Monday, whereas 70% were still shopping in the week before Christmas. As the time before Christmas draws closer, more and more shoppers look to purchase locally/in-store.
40%
of holiday shoppers want better inventory information available online.
Searches for "
clearance
" items peaks right after Christmas.
Forbes
reports
some gift-buyers are looking for, " increasingly innovative and personalized experiences that create memorable journeys to their emotional gifting destination". One example of this is, "the American Girl store in NYC offers a full-service salon with
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and manicures for both child and doll, encouraging consumers not to simply come shop for a gift but to instead turn a trip to the store into the gift itself. This turns a gift from a simple doll’s dress into a day of pampering and bonding between parent and child."
Similarly, "
Take this
one step further with parents being able to explore and interact with large toys and electronic devices via virtual reality (VR) before gifting them to children."
One research paper found
that
, "The product categories that most
p
r
e
v
a
l
e
n
t
l
y
advertised on children’s television had a significant relationship with the product categories that parents perceived to be the most important to give their children as gifts. Furthermore, the results indicate that this relationship was not contingent upon parental advertising mediation or child product requests."
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