The Wishlist PPAI’s 2023 Holiday Gifting Survey reveals what consumers truly want during the most wonderful time of the year. By John Corrigan It’s never too early to begin preparing for holiday gifting orders. Consumers learned that the hard way in 2020 when the COVID-19 pandemic disrupted the supply chain. Because of lengthy shipping delays and production slowing or even stopping altogether, distributors either scrambled to sell whatever was left in inventory or hoped for a miracle. Although the promotional products industry has thankfully moved on from that rough patch, distributors still encourage their clients to avoid waiting until the last minute to make their holiday gifting order. “I usually plan a mailing in early September and mention the benefit of ordering early for holiday items,” says Bob Baker, owner of Lockport, New York-based distributor Admark Promotional Marketing. After all, Baker understands how much end users value holiday gifts. In fact, 80% consider a present from their employer to be meaningful, according to PPAI’s 2023 Holiday Gifting Survey. The online survey captured insights from a nationally representative sample of more than 500 U.S. consumers between the ages of 18 and 74. The data collected from the survey digs deep into what types of holiday gifts consumers prefer, the importance of personalization and how these presents can influence brand perception. Gifting Survey | Must Read Bob Baker Africa Studio / andy0man / Antonina Sotnykova / Entrieri / Igor Yurkivsky / iMORPH3D koya979 / Landscapemania / Olga Danylenko / Paket/ PJjaruwan/ ranaakhi / Vik Y / Shutterstock.com 73% say they’re more likely to keep or use an item because it was a holiday gift. PPAI • SEPTEMBER 2023 • 59
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