• by Jack Loechner , Staff Writer @mp_research, December 7, 2010

According to the Liberty Mutual "2010 Responsible Giving Survey," fielded for Liberty Mutual and The Responsibility Project by Ketchum Global Research Network highlights, Americans are becoming more charitable in their giving habits this year. Findings show that 81% of Americans appreciate charitable donations given on their behalf in lieu of a physical gift and 74% would volunteer their time to charity as a gift if they thought others would value this type of responsible giving.

The survey studied the intent behind giving and examined how attitudes and culture shape gifting decisions and shopping habits. The report says that, while 78% of adults give gifts during the holiday season because they want to and not out of a sense of obligation, 48% of adults will be purchasing fewer gifts this holiday season. Though Americans will be purchasing fewer gifts overall, the survey reveals that consumers are seeking more responsible ways to give, and 59% of Americans have plans to prepare alternative gifts, including homemade gifts and donations of time or money to charities.

Key findings include such things as:

•  While 49% of married men say their spouse takes full responsibility for purchasing holiday gifts, 75% of married women say they take full responsibility for purchasing holiday gifts
• A third of married men say they and their spouse share the responsibility of purchasing holiday gifts, but only 20% of married women say the same
• Though 40% that say that giving a homemade gift is better than giving a store-bought gift, 43% of this group says they will make homemade gifts rather than purchase some gifts this holiday season
•  Parents are more likely than adults without children to say they will make homemade gifts rather than purchasing some gifts this year (40% of parents vs. 29% of non-parents) 
• During the holidays, people are more likely to give a gift or tip to coworkers (57%) than they are to give a gift or tip to their boss or direct reports at work (42% and 31%, respectively)
• Women are more likely than men to give a holiday gift or tip to people at work
• Older adults ages 65 and above are more likely than adults overall to give a holiday gift or tip to people whose services they employ, such as a hairstylist (59% vs. 41% overall), a gardener or housekeeper (57% vs. 41% overall) or a mail or newspaper carrier (54% vs. 40% overall).

30% of adults say they will donate money to charity rather than purchase some gifts this holiday season:

• Four in five adults say they appreciate it when people make a donation to a charity rather than purchasing a gift for them
•  More than half of adults agree that it's more responsible to make a donation to a charity on behalf of someone than to purchase a gift for them.
• Three in four adults say they would volunteer their time to charity as a gift if they thought others would value this type of responsible giving.
•  Nine out of ten adults ages 18-29 say they would volunteer their time if they thought others would value this type of giving
• Nearly three-quarters of adults agree that when celebrities volunteer or donate their talents or time, it shows true generosity
• Men are more likely than women to say celebrities are looking for publicity (59% of men vs. 49% of women), while women are more likely than men to say it shows true generosity (78% of women vs. 67% of men)

Three in five adults maintain that they have never re-gifted, though a similar number of adults say that re-gifting is socially acceptable:

• 22% of adults who say that re-gifting is not socially acceptable admit that despite that belief, they have re-gifted.
• Moms are especially likely to say that they have re-gifted (52% of moms vs. 41% adults overall).
• Higher income households are more likely to say they have re-gifted, while lower income households are less likely to say they have re-gifted.

48% of adults say they will be purchasing fewer gifts this holiday season, while just 10% say they will be purchasing more gifts.

Compared to the last few years, will you buy more, the same, or fewer gifts this year during the holiday season?
More, more money	5%
More, more people	5
The same	40
Fewer, less money	35
Fewer, less people	8
Fewer, other	5
Don't know	2
Source: Ketchum Global Research, December 2010

Half of adults agree that you should consider how much someone else can afford to spend in return when purchasing a gift for them. However, nearly as many disagree.And, the majority of adults agree that it's important to set an agreed-upon spending limit for gifts between family members or friends.

Two in five adults say they are more likely to try to reconnect with people online around the holidays.

Compared to other times of the year, are you more or less likely to try to reconnect with people online around the holidays?
Much more likely	15%
Somewhat more likely	25
No difference	33
Somewhat less likely	13
Much less likely	13
Source: Ketchum Global Research, December 2010

 Less than a third of adults (30%) think someone is being irresponsible if they do not send you a note of thanks for a gift you have given. Older adults ages 50 and above are more likely than younger adults ages 18-29 to agree that someone is being irresponsible if they do not send a note of thanks for a gift (44% of older adults vs. 20% of younger adults). More than half (53%) of those ages 65 and above agree that this is irresponsible behavior.

And, too show appreciation for someone, adults say taking the person out to dinner is the most thoughtful gesture, followed by sending a note or card of thanks. Adults ages 50 and above are more likely than younger adults ages 18-49 to take someone out to dinner to show appreciation (33% of older adults vs. 17% of younger adults). Those ages 18-29 are more likely than others to cook someone a meal to show appreciation (27% vs. 18% overall).

Generally speaking, to show your appreciation for someone, what is the most thoughtful gesture?
Take them out to dinner	24%
Send a note or card of thanks	21
Cook them a meal	18
Offer to help with a task	12
Purchase a gift for them	10
Make a homemade gift	8
Other	3
Don't know	4
Source: Ketchum Global Research, December 2010

The "2010 Responsible Giving Survey" was fielded for Liberty Mutual and The Responsibility Project by Ketchum Global Research Network between November 10-16, 2010, reaching 1,000 adults nationwide, including 25 percent of respondents from cell phones. The base sample has a margin of error of +/- 3.1 percent at the 95 percent confidence level.

 

For more information about the study, please visit Ketchum.com here.