Americans Prefer Gift Cards or Cash to Holiday Gifts

More than half - 52.1 percent - of Americans say they would rather receive a gift card or cash rather than a gift this holiday season, writes MarketingCharts, citing an American Pulse Survey of 4,069 respondents by BIGresearch.

One reason may be that consumers do not like gifts chosen for them (45.4 percent of those who received clothing as a gift in the past didn’t like or didn’t wear it). Another may be that 46.3 percent of those who participate in gift giving/receiving during the holidays say they hate to return gifts because it is a hassle.

Regarding consumer mood:

• 56 percent say they will be looking for sales more as they holiday-shop.
• 59.1 percent will be spending less this year than in holidays past.
• That may be because 47.7 percent say compared to a year ago it is becoming harder to pay monthly bills and they are living paycheck to paycheck.

Other findings regarding the holiday season - among those who participate in gift giving/receiving:

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

Misc. findings:

• Some 69.4 percent of Americans say they would rather give than receive gifts.
• While shopping, 70.9 percent like it when employees wish them a “Merry Christmas” - because, after all, it is the Christmas season.
• 92.6 percent say malls, stores and parks should be allowed to display the Christian Nativity Scene during the Christmas season.