• by Jack Loechner , Staff Writer @mp_research, December 4, 2007

Stop Before You Shop

According to the BIGresearch American Pulse Survey of 4,069 respondents, 52.1% of consumers say they would rather receive a gift card or cash for Christmas. One reason for this preference may be that consumers do not like gifts that were chosen for them. 45.4% of those who received clothing as a gift in the past didn't like or didn't wear it. Another possible reason is that 46.3% of those who participate in gift giving/receiving during the holidays say they hate to return gifts because it is a hassle.??

As Americans get in the holiday spirit this year:

• 69.4% say they would rather give than receive
• 70.9% like it when employees wish them a "Merry Christmas" while shopping
• 92.6% feel malls, stores and parks should be allowed to display the Christian Nativity Scene

Regarding mood of the consumer this year:

• 56% say they will be looking for sales more as they Holiday shop
• 59.1% will be spending less this year than in Holidays past
• 47.7% feel that compared to one year ago it is becoming harder to pay monthly bills and are living paycheck to paycheck??

Other key findings regarding the Holiday season (of those who participate in gift giving/receiving during the Holidays): 

• 82.4% say gift cards are a smart gift alternative for people they don't know well 
• 10.5% have "re-gifted" gift cards received 
• 22.5% have "re-gifted" gifts received 
• 22.7% like to exchange gifts for things they would rather have 
• 13.5% have received gift cards that they've never redeemed
• 16.1% have received gift cards that they've only partially redeemed           

To contact BIGresearch and access the complete report, please go here.