There
are gift-giving occasions literally every day, and we all want to be
able to give—and receive—the perfect gift. But how? There are those
on our lists we don't know well enough, already have everything, are too
young, or are just plain too picky! So to discover what gift-getters
really want—and from whom—we commissioned a poll by Momentum
Research. More than 1,000 American adults were asked
to rate gifts (on a scale of 1 to 5, one being the least preferred, five
being the most preferred) from each of 17 specific categories.
Respondents were then asked how much they prefer receiving the same
gifts from each of six hypothetical gift givers. The following are
highlights from the survey.
gift
preferences by gender
gift
preferences by marital status
gift
preferences by income
gift
preferences by education
gifts
from significant others
gifts
from parents
gifts
from grown children
gifts
from siblings and close friends
gifts
from employers
gifts
from coworkers and business associates
gifts
for guys and gals
Gifts
of travel, audio/video equipment, and money are given high scores by
both men and women—across all demographics and regardless of the
giver. But that is where the similarities end when it comes to the gift
preferences of men and women. In general, men prefer gifts that are
playful and practical (computer software, tools, sports equipment).
Women, on the other hand, give the highest marks to gifts that are
beautiful, memorable, and personal (Flowers or plants, photographs,
jewelry, clothing, and fragrance).
-
Money,
That's What I Want. Men want money, and they don't care from whom it
comes. Gifts of money receive the highest overall score from men
(3.83) and top the lists of preferred gifts from all givers except
significant others (where it comes in an insignificant four
one-hundredths behind clothing and two one-hundredths behind
audio/video equipment).
-
Cash
Options. Cash gifts notwithstanding, men prefer gifts of audio/video
equipment (3.63), travel (3.61), tools (3.59), sports equipment
(3.59), and computer software (3.57).
-
Good-bye
Girls. Women want travel, as much as—or more than—men want
money. Overall, women give gifts of travel a score of 4.09. The
highest score is for gifts of travel from significant others (4.40).
The lowest score is for travel gifts from grown children (3.56).
-
Bouquets
Okay. Flowers or plants are probably the "safest" gifts to
women without respect to relationship. Women give high scores to
flowers or plants from every giver, and the range between high and
low scores is fairly narrow (4.22 from significant others and 3.77
from employers).
-
Runners
Up. Along with gifts of travel and flowers, money (3.92) and audio
video equipment (3.84) round out women's top gift preferences.
-
Passive
Aggressive. Men respond with relative indifference to various
"types" of gifts while women show a broad range of
interest. Overall, women's preference scores for gifts range from
very low (2.20) to very high (4.09) while men's scores fall within a
very narrow range (3.04 to 3.83).
-
Personal
Space. The relationship of the giver to the recipient has greater
impact on women's gift preferences than on men's gift preferences.
For each of the six giver categories, the range (high score minus
low score) of women's preferences across the 17 gift categories is
typically double the range of men's preferences.
-
Too
Close for Comfort. The more distant the relationship between the
recipient and the giver, the lower the preference for such personal
gifts as clothing, jewelry, and fragrance. This holds true for both
men and women and is most dramatically illustrated through
preferences for gifts of clothing. Women's scores for gifts of
clothing from significant others and from employers are 4.29 and
2.20, respectively. Men's scores for gifts of clothing range from
3.86 (from significant others) to 2.94 (from employers).
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i
do, i don't
Some
very interesting observations might be made based on the gift
preferences of married versus non-married men and women. Draw your own
conclusions, but to us it looks as though non-married women are buckling
down to work while their male counterparts are looking for a good time.
-
Where
Have all the flowers Gone? Single men give higher scores to gifts of
flowers from their significant other (3.23) than do married men
(3.07).
-
No
More Fun and Games. Divorced women score gifts of audio/video
equipment and games significantly lower than do married women,
regardless of the giver. For example, as gifts from a sibling or
close friend, married women give audio/video equipment and games
scores of 4.07 and 3.02, respectively, while divorced women give
them scores of 3.27 and 2.03, respectively.
-
Look
Who Wants to Play. Divorced men, on the other hand, score gifts of
audio/video equipment and games significantly higher than do married
men, in general. For example, as gifts from coworkers or business
associates, married men give audio/video equipment and games scores
of 3.26 and 3.14, respectively, while divorced men give them scores
of 3.86 and 3.34, respectively.
-
Gold
Standard. Divorced men give higher scores to gifts of jewelry than
do single and married men. From a sibling or close friend, gifts of
jewelry receive scores of 3.86 (divorced males), 3.63 (single
males), and 2.81 (married males). From grown children, gifts of
jewelry receive scores of 3.57 (divorced males), 3.07 (single
males), and 2.72 (married males). And from an employer, gifts of
jewelry receive scores of 3.18 (divorced males), 2.80 (single
males), and 2.68 (married males).
-
Book
It. Divorced men and women give higher scores to gifts of books than
do married men and women. As gifts from parents, for example, books
receive scores of 3.95 (divorced males), 3.21 (married males), 3.94
(divorced females) and 3.27 (married females).
-
Doesn't
it Make Scents? Married men and women give lower scores to gifts of
fragrance than do divorced men and women. From a sibling or close
friend, gifts of fragrance receive scores 2.89 and 3.43 from married
men and women respectively, and 3.05 and 3.79 from divorced men and
women, respectively.
-
Another
Bite? Divorced women seem to have lost their appetites while
divorced men are hungrier than others for gifts of food. From a
coworker or business associate, gifts of food or candy fall from
3.90 (single women) and 3.43 (married women) to a low 2.45 (divorced
women). From the same givers, gifts of food or candy rise from 2.96
(single men) and 3.08 (married men) to a high 3.38 (divorced men).
-
Is
There a Mouse in the House? Single and divorced women give much
higher scores to gifts of computer software than do married
women—regardless of the giver. From a parent, women give gifts of
computer software scores of 3.58 (divorced women), 3.41 (single
women), and 2.72 (married women). From an employer, women give the
same gifts scores of 3.30 (divorced women), 3.36 (single women), and
2.76 (married women).
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matters
of net worth
Women
become more discriminating gift recipients as household income rises,
while men become more aloof. The range between women's high and low
scores across the 17 gift categories widens with income (from 1.75 for
women in households with income of less than $20,000, to 2.43 for women
in households with income in excess of $50,000). The opposite is true
for men. The range between men's high and low scores across the 17 gift
categories is more than three times greater for men in households with
income of less than $20,000 than for men in households with income in
excess of $50,000.
-
Money
Matters. Money received high scores across all demographics. Even
men (3.47) and women (4.15) in households with incomes in excess of
$50,000 give relatively high marks to gifts of money.
-
Clothes
Minded. Men in households with incomes of $40,000 to $49,999 give
higher marks to gifts of clothing than do men in other income
brackets. These men give gifts of clothing scores of 3.90 (from
significant others), 3.44 (from parents and grown children), and
3.19 (from siblings and close friends).
-
The
Price of Gold is Up. Preferences for gifts of jewelry from a
significant other rise with income—nine out of 10 women in
households with incomes over $75,000 a year give jewelry from their
significant other a score of 5.
-
The
Way to a Man's Heart. Men in households with incomes of $40,000 to
$49,999 give higher marks to gifts of food or candy than do men in
other income brackets. These men give gifts of food or candy scores
of 3.68 (from significant others), 3.63 (from siblings and close
friends), and 3.41 (from coworkers and business associates).
-
How
Low Can They Go? Without exception, men in households with incomes
of less than $20,000 give lower scores than do men in any other
income bracket to gifts of flowers or plants, food or candy,
fragrance, home furnishings, kitchen appliances, and magazines.
-
Sounds
Good. While gifts of audio/video equipment score high marks across
all income brackets, they receive especially high marks from men (up
to 4.00 from a significant other) and women (up to 4.49 from a grown
child) in households with incomes of less than $30,000.
-
Lost
Luster. Preferences for gifts of jewelry are significantly lower
among women in households with incomes of $40,000 to $49,999. This
holds true regardless of the giver. Women in general give jewelry
scores of 4.47 (from significant others) 3.90 (from parents), 3.83
(from grown children) and 3.63 (from close friends and siblings).
Women in households with incomes of $40,000 to $49,999 give jewelry
scores of 3.47 (from significant others), 3.38 (from parents), 3.13
(from grown children), and 2.90 (from close friends and siblings).
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the
more you know
Preferences
for gifts of computer software, audio/video equipment, books, and
magazines are more influenced by education than are preferences for
gifts from other categories.
-
High
Tech Tools and Toys. Not surprisingly, male vocational school
graduates give the highest marks to gifts of audio/video equipment.
Scores (by giver) are 4.00 (employer), 4.07 (sibling/close friend),
4.12 (parents), 4.30 (grown child), 4.35 (coworker/business
associate), and 4.39 (significant other). Male vocational school
grads also give higher scores to gifts of computer software and
accessories than do men with other education.
-
Hitting
the Books. Women's preferences for books rise with education. Female
high school graduates score gifts of books from 3.24 (from
coworkers/business associates) to 3.51 (from siblings/close
friends). Female postgraduates score gifts of books from 3.47 (from
employers) to 4.13 (from siblings/close friends).
-
Well
Read. Men with trade school educations give higher marks to gifts of
books and gifts of magazines than do men with high school, college,
even postgraduate educations. For example, as gifts from siblings or
close friends, men give books scores of 3.15 (high school grads),
3.16 (college grads), 3.41 (post grads), and 4.30 (trade school
grads).
-
Wanna
Play? Men with high school educations give gifts of games higher
marks than do men with post high school education. From a sibling or
close friend, men give gifts of games 4.00 (high school graduates),
3.89 (trade school graduates), 3.16 (college graduates), and 3.03
(some college).
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gifts
from significant others
Men
and women place equally high value on gifts from their significant
others. But what is wanted—and how much it is enjoyed—splits sharply
along gender lines. Women's scores for gifts from significant others
range from very low (2.25) to very high (4.47) while men's scores for
gifts from significant others fall within a very narrow range (3.25 to
3.86).
-
Up
Close and Personal. Women prefer personal gifts from their
significant others, giving the highest scores to jewelry (4.47),
travel (4.40), clothing (4.29), and flowers (4.22).
-
Gentlemen
Prefer . . . . Men prefer practical and playful gifts from their
significant others, giving high marks to clothing (3.86),
audio/video equipment (3.84), money (3.82), and tools (3.77).
-
Diamonds
are a Girl's Best Friend. On a scale of 1 to 5, three in four women
give gifts of jewelry from their significant other the top rating of
5. Single women rank gifts of jewelry from their significant other
higher than do married women (4.75 and 4.31, respectively).
-
Easy
to Please. Twenty-five- to 34-year-old men are the easiest to
please, scoring a whopping 11 out of 17 categories of gifts from
their significant others above 4.0. On the other hand, men 35 to 54
years old and men over 65 have a cooler response to gifts from their
significant others, scoring all 17 categories below a 4.00.
-
Clothes
Call. Women's preferences for gifts of clothing from their
significant others peak between the ages of 35 and 44 (4.48).
Married women rank gifts of clothing from their significant others
slightly higher than do single women (4.36 and 4.27, respectively).
-
Clothes
Make the (Single) Man. Single men give gifts of clothing from their
significant others a higher score than do married men (4.27 and
3.79).
-
Take
me Away. Four in five women give gifts of travel from their
significant others a score of 4 or better. Only 3 percent give it a
score of 1, making it the least least-preferred gift from their
significant others.
-
Let's
Play. Travel, computer software, and games from significant others
receive exceptionally high marks from 25- to 34-year-old men (4.53,
4.50, and 4.45, respectively) while receiving only moderate scores
from men in general (3.86, 3.66, and 3.59, respectively).
-
Flower
Power. Flowers or plants are very well received by women across all
demographics, with one—dare we say suspicious—exception. Women
45 to 54 years old give flowers from their significant others a
less-than-enthusiastic score of 3.81. Thirteen percent of women in
this age demographic give flowers from significant others a score of
one! We have our own theory about this mid-life crisis. What do you
think?
-
Send
me No Flowers. Although in some circles flowers from a significant
other are considered a rather progressive gift to men, they get a
green thumbs down (2.68) from men over 65 years old.
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gifts
from parents
Next
to gifts from significant others, both men and women place the highest
value on gifts from parents. On average, travel (4.34), money (4.12),
and photographs (4.01) are the gifts women most prefer from their
parents while men prefer gifts of money (3.89), sports equipment (3.73),
and tools (3.71). However, preferences change based on demographics.
-
Easy
to Please. Parents should have the easiest time gift shopping for
their 18- to 24-year-old daughters. They score parental gifts from
every one of the 17 gift categories higher than do women in general.
-
Well
Above Average. For 16 of the 17 categories, 25- to 34-year-old men
give higher scores to gifts from parents than do men in general.
-
All
the Comforts of Home. Preferences for parental gifts of home
furnishings are higher among divorced men (4.11) and women (4.58)
than among single men (3.43) and women (4.18) or married men (3.23)
and women (3.61).
-
Money
Matters. Parental gifts of money receive lower scores from married
men (3.73) and women (3.96) than from non-married (single, divorced,
separated, widowed) men (3.85) and women (4.46).
-
Diminishing
Returns. Men's preferences for parental gifts of money decline with
income and education. Based on education, men give gifts of money
from their parents scores of 4.32 (high school graduates), 4.19
(trade school graduates), 3.97 (some college), and 3.28 (college
graduates). Women's preferences for parental gifts of money show no
such decline.
-
A
Cut Above. While parental gifts of clothing receive an average score
of 3.33 from all men, they get a whopping 4.03 from 18- to
24-year-old males.
-
Singled
Out. Single women give significantly higher scores to parental gifts
of flowers or plants (4.09), clothing (4.08), jewelry (4.15),
kitchen appliances (4.05), and fragrance (3.91) than do women in
general.
-
Scent
of a Woman. Women's preferences for parental gifts of fragrance
decline with income. Women give gifts of fragrance from their
parents scores of 3.88 (under $20,000), 3.67 ($20,000 to $29,999),
3.66 ($30,000 to $39,999), 3.22 ($40,000 to $49,999), and 3.15
($50,000 and over).
-
Closing
the Book. Women's preferences for parental gifts of books decline in
the same manner as do gifts of fragrance—relative to income.
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gifts
from grown children
Perhaps
it's the result of being on the receiving end of too many ill-chosen
ties and cheap cologne, but in many cases, men rank gifts from grown
children lower than gifts from other givers. On the other hand, gifts
from grown children rival those from other givers nearest and dearest to
mom.
-
Improving
with Age. Women's preferences for gifts of jewelry, clothing, money,
and books from their grown children rise with age. For example,
scores for gifts of jewelry from a grown child are 3.55 (ages 35 to
44), 3.74 (ages 45 to 54), 3.86 (ages 55 to 64), and 4.00 (ages 65
and above).
-
Yum,
Yum. Divorced men give significantly higher marks to gifts of food
or candy from a grown child than do married men (3.63 and 3.00,
respectively).
-
Picture
This. Nine out of 10 women age 65 and above give gifts of
photographs from their children a score of 4 or 5.
-
Dressing
Down. Divorced men give much lower marks to gifts of clothing from
grown children than do married men (2.36 and 3.34, respectively).
-
No
Time to Play? Divorced women give significantly lower scores to
gifts of leisure from their grown children than do married and
single women: Audio/video equipment (3.24), travel (3.30), games
(1.94), sports equipment (1.91), magazines (1.76).
-
If
You Insist. On average, grown children are the givers from which
both men and women least prefer to receive gifts of money—although
gifts of money from grown children receive good marks (3.66 from
women and 3.69 from men).
-
Interest
Rates are Up. Fifty-five- to 64-year-old women give gifts of money
from a grown child an uncommonly high score of 4.79.
-
On
the Downside. Men's preferences for gifts of travel, computer
software, and tools from grown children decline with education.
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gifts
from siblings and close friends
It's
true that you can choose your friends but not your family. But gift
giving is inevitable when it comes to either. The good news is that
siblings and close friends are hard to disappoint.
-
No
Middle Ground. Men with household incomes of less than $20,000 make
no bones about gift preferences from their siblings and close
friends. Gifts of travel (4.20) and money (4.17) are distant leaders
while 10 of 17 gift categories received scores of 2.80 or lower.
-
Higher
Education. As with gifts from grown children, men's preferences for
gifts of money, travel, and computer software from siblings and
close friends decline with education.
-
On
the Up and Up. Divorced men give significantly higher scores to the
following gifts from their siblings and close friends than do
married men: computer software (3.84 vs. 3.38), magazines (3.77 vs.
3.20), books (3.63 vs. 2.99), home furnishings (3.80 vs. 3.09),
photos (3.41 vs. 2.99), jewelry (3.86 vs. 2.81), and flowers or
plants (3.57 vs. 2.97).
-
Less
for More. Women's gift preferences for flowers or plants and food or
candy from siblings and close friends decline with income—from
4.19 (less than $20,000) to 3.86 ($50,000 and over) for flowers or
plants, and from 3.89 (less than $20,000) to 3.21 ($50,000 and over)
for food or candy.
-
See
Ya Later. Women's preference scores for gifts of travel from
siblings and close friends ascend with age—from 3.56 (ages 25 to
34) to 4.75 (ages 55 and older).
-
Rising
to New Heights. Divorced women give much higher scores to the
following gifts from their siblings and close friends than do
married women: clothing (4.33 vs. 3.68), money (4.52 vs. 3.52),
photographs/photo albums (4.18 vs. 3.55), jewelry (4.06 vs. 3.47),
home furnishings (4.27 vs. 3.40), and computer software (3.27 vs.
2.74).
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gifts
from employers
Overall,
men and women score gifts from employers lower than gifts from most
other givers. Travel and money top the list of gifts men and women
prefer most from their employers. At the bottom of the list are such
personal items as clothing, fragrance, and photographs.
-
High
Wages. Money is the gift men and women prefer most from their
employers, scoring it at 3.85 and 4.30 respectively.
-
Narrow
Minded? Men are as indifferent to gifts from their employers as they
are to gifts from other givers. Men's scores for gifts from their
employers fall within a very narrow range (2.92 to 3.85).
-
I
am Woman. Women are very adamant about what they want—and don't
want—from their employers. Women's scores for gifts from their
employers span a broad range (from 2.04 to 4.30). This is the widest
range in gift preferences scores for any giver category.
-
No
Dress Code. Unless they're married to the boss, women do not want
gifts of clothing from their employers. To illustrate, women ages 35
to 44 years old give gifts of clothing from their significant others
high marks (4.48) while giving gifts of clothing from their
employers a measly 1.87.
-
Eight
Thumbs Down. As for gifts from their employers, women give eight of
the 17 gift categories a score of 2.77 or less. Men do not give any
gifts from their employers a score of less than 2.92.
-
Let's
Not Get Personal. Women give such personal items as fragrance
(2.73), clothing (2.20), and photographs (2.44) lower marks as gifts
from employers than as gifts from any other givers. Men also rank
these personal items at the bottom of the list of gifts from
employers, but not punishingly so.
-
Cash
and Dash. Gifts of money and travel make the top three list of
most-preferred gifts from an employer for both men and women.
-
Staying
Close to Home. Divorced women give significantly higher scores to
gifts of cash from their employers (4.70) and significantly lower
scores to gifts of travel from their employers (3.12) than do women
in general (4.30 for money and 4.05 for travel).
-
Money
Markets. Men's preferences for gifts of money from an employer
decline slightly with income—with scores of 4.24 (under $20,000),
4.18 ($20,000 to $29,999), 3.82 ($30,000 to $39,999), 3.58 ($40,000
to $49,999), and 3.55 (over $50,000). Women's preference for gifts
of money from an employer show no such decline with income.
-
If
You Please. The most difficult to please employees are women between
the ages of 35 and 44. Only money and travel score well (4.62 and
3.98 respectively) while 11 of 17 categories score 2.53 or lower.
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gifts
from coworkers and business associates
Givers
beware. Selecting gifts for coworkers and business associates can be
risky business indeed. Items that make great gifts for family and
friends might be too personal in the workplace. The best bets? Travel
and money.
-
Going
Places. Gifts of travel top the list of gifts women prefer most from
coworkers and business associates (4.01) and receive especially high
marks from 18- to 24-year-old women.
-
Small
Change. Men give virtually the same scores to gifts of money from
employers (3.85) and gifts of money from coworkers and business
associates (3.83). Women score gifts of money from employers (4.30)
well above gifts of money from coworkers and business associates
(3.74).
-
Not
Much Cents. Women in the lowest income bracket (under $20,000) give
gifts of money from a coworker a lower score (3.65) than do women in
all other income brackets.
-
Declining
Balance. Men's preferences for gifts of money from coworkers or
business associates decline with income. Such gifts receive scores
of 4.39 (under $20,000), 3.89 ($20,000 to $29,999), 3.73 ($30,000 to
$39,999), 3.57 ($40,000 to $49,999), and 3.50 (over $50,000 ).
-
Computer
Smarts. Men's preferences for gifts of computer software from
coworkers and business associates decline with education. Scores for
these gifts range from 4.14 (high school graduates) to 3.25 (college
graduates).
-
Traveling'
On. Men's scores for gifts of travel from coworkers and business
associates also decline with education, and range from 4.08 (high
school graduates) to 3.26 (college grads).
-
If
the Clothes Don't Fit . . . . Women give higher marks to gifts of
clothing from coworkers and business associates (2.57) than to the
same gifts from employers (2.20), though neither scores well.
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