Expertise

Holiday Gift Giving: Meaning Matters

By 
Sarah Miller

It’s the time of year for shopping trends to turn into gift-giving trends. Let’s look at how the ultimate gift-giver is going after the perfect gift this holiday season.

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It’s the time of year for shopping trends to turn into gift-giving trends. Let’s look at how the ultimate gift-giver is going after the perfect gift this holiday season.

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Holiday Shopper Headspace

This holiday’s gift gifting is a reflection of the consumer’s changing focus on what matters most. With the rise of AI and tech, there’s a backlash creating a longing for humanity and the artisan touch. Consumers are also finding meaning in connection and looking for experiences to build connections. Relationships are seen as critical to one’s well-being. Finally, consumers are searching for authenticity. They want brands they can trust and genuine products with straightforward features and benefits that deliver.

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Gift Giving Must-Haves

When it comes to finding the perfect holiday gift, there are key must-haves that every consumer is looking for:

Stress Relief - Gift giving is considered a joyful occasion by most, but finding the perfect gift can be a challenge. Shoppers often lack ideas and inspiration. They can be uncertain if the recipient will really enjoy the gift.

Brands have an opportunity to provide curated gift giving selections based on popularity, personal preferences and purchase patterns.‍

Two Way Street - This year’s holiday shopper is looking for a gift that will deliver and provide wow-factor. Yes, consumers want the recipient to feel surprised and delighted, but the giver is also looking for the satisfaction of knowing they delivered the perfect gift

Packaging and gifting experience are all part of the holiday shopping season. Brands can bolster the experience by helping shoppers set their gift apart.

Personalization is Paramount – A tell-tale sign of the thoughtfulness of a gift is how well it reflects the personality and interests of the recipient. Shoppers want their gifts to be meaningful, but also practical, too. No one wants their gift to be re-gifted.

Brands can utilize AI-enabled tools to ease the gift-finding process and enhance the overall experience with personalization.

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Handle the Holidays

No matter who’s shopping and who’s receiving, the challenges for gifting are very universal. It’s quality over quantity and more meaning, less clutter.

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At Bernstein Rein, we live Retailigent, accelerating ideas for our clients by staying on top of retail and industry trends. Whether you’re trying to navigate your brand through the holidays or understand how to connect your brand with your key customers, we’re here to help.

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