Consumables, Entertainment Beat Out Traditional Gifts: Study

STEVENS, Pa. -- According to Unity Marketing's Gift Tracker retail survey, during Christmas 2006 shoppers turned away from popular gift categories like flowers and plants, figurines, collectibles, stationery and seasonal decorations. The percentage of shoppers making this type of purchase in fourth-quarter 2006 dropped eight percentage points as compared with fourth-quarter 2005 results. Consumables such as chocolate, gourmet food, gift baskets, and wine and spirits were the fastest-growing gift categories as measured by gift purchase incidence, followed by entertainment and recreational choices, such as videos/DVDs, books, audio/CDs, electronic games and electronic equipment. Candles and candle accessories also ranked among the top 10 gift choices in fourth-quarter 2006. "All of Christmas 2006's top gift choices were highly experiential for the recipient. That is, they were more than just a material item that was a token of affection or esteem,” said Pam Danziger, president of Unity Marketing.