eBay Studies Psychology of Giving and Targets Emotional Gifters
By Ina Steiner
eBay commissioned a survey on the psychology of gifting that shows the majority of American women identify with one of four types of holiday gifters: Emotional, Practical, Convenience or Last Minute. More women consider themselves to be Emotional Gifters, whose shopping behavior focus on planning, personalization and finding unique, thoughtful gifts for everyone on their list. This is in contrast to the 21 percent who often give gift cards or cash, and the 16 percent who feel holiday shopping is something that needs to get done, rather than a joyful experience.
The survey showed that shoppers seek great selection, but also great value, with nearly all (94 percent) respondents saying they price-compare when shopping for holiday gifts. Nearly a quarter (24 percent) plan to comparison shop using a mobile device this year.
On average, women have 14 people on their holiday gift list each year; and, with 70 percent of respondents noting they typically put pressure on themselves to find the perfect gift. About three-quarters of women think it's crucial to exchange gifts in person (76 percent) or to personally wrap each present (77 percent).
Thirteen percent of respondents consider themselves to be last minute gifters, typically buying gifts close to the holidays. They don't often plan ahead and hurry through the mall at the last minute.
eBay is targeting Emotional Gifters this holiday season through its Love to Give campaign featuring comedian Samantha Bee, who stars in "unwrap attack" commercials on the Internet. eBay commissioned Kelton Research to conduct the survey between November 10 and November 17, 2010 using an email invitation and an online survey.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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