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GUEST BLOG FROM ASPIN - UK GIFT INDUSTRY: PERSONALISATION KEY TO SUCCESS
According to findings from Roland DG, the UK personalised gift market is set to reach GBP1bn by 2022.
World leading commercial print and promotional gift brand, Roland DG, commissioned Censuswide to produce a consumer study for the giftware industry across the UK and Europe.
The research found the average UK giftware shopper will increase their spend by 7% when buying gifts which feature an element of personalisation, such as adding a name, personal message or photo. Especially for the most popular personalised gifts of books, clothing, babywear and calendars. This increase will bring UK gift consumers’ spend up to more than GBP40 for each single gift.
21% of respondents told Censuswide their preferences for personalised gifts was fuelled by their uniqueness and how that represents a greater level of thoughtfulness.
Notonthehighstreet and Etsy were found to be the most popular retailers for personalised gifts; this is echoed by Statista’s published research detailing the online visibility on leading giftretailers.
While 8% of respondents are buying from high street retailers offering personalisation.
Censuswide report younger shoppers are more likely to spend on personalised gifts, and spend more. Shoppers under 35 will spend GPB30 more per gift than those over 55.
EMEA marketing director for Roland DG, Stephen Davis, told Censuswide Stephen Davis said it is “easy and
inexpensive” for retailers to add personalisation options and that “there are products for every budget to tap into this burgeoning market”.
Stephen added: “These might be turbulent times, but the British public does not intend to let the pandemic interfere with their appetite for personalised gifts.
“Our desire to treat each other in difficult times may well be a factor in the huge projected spend over the festive period. But make no mistake: the market for gift personalisation is vast, and only set to grow as it becomes easier and faster to source gifts with that personal touch. It represents a lucrative source of revenue for manufacturers and retailers.”
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