55% of Russians do not know how to react correctly when loved ones playfully refuse gifts or instead of gratitude say that it was not worth the expense, says a Megamarket study.
For most Russians, gifts are a mandatory attribute of the holiday: 76% of respondents buy them for a specific occasion: birthday, New Year, housewarming, wedding. Also, 73% of the audience note that they do this out of a desire to please another person, and 56% – to thank.
Analysts note that 66% of Russians have heard at least once in response to a gift: “It wasn’t necessary,” “Why?”, “It would be better if I spent it on myself.” , “I have everything”. The majority of respondents noted that they treat such phrases with understanding, but 55% admitted that they do not know how to correctly respond to such phrases.
“We believe that saying words of gratitude is not only important, but also pleasant. For example, Megamarket says “Thank you” to customers every day, awarding SberSpasibo bonuses – they can always be spent on new gifts for yourself and loved ones. Our new advertising campaign talks about this, and as part of it, until March 16, our corner is open in the Moscow shopping center “Aviapark”, in which everyone will receive a free gift wrapped in designer paper, the print on which will suggest the right words,” notesOlga Kazmina, Head of Brand and Marketing Communications at Megamarket.
77% of respondents choose gifts on their own, without consulting the recipient. At the same time, the most popular criterion for choosing such a gift is benefit; it was noted by 50% of respondents. Originality and unusualness motivate only 26% of respondents to purchase. Humorous and intangible gifts, as well as those made by hand, are least in demand.
Among women, the share of those who receive gifts “often” is significantly higher than among men. However, women themselves more often experience positive emotions from the process of giving and pay more attention to the design of gifts, wrapping them themselves. 31% of men surveyed use packaging services for this, and 34% completely refuse this step. It's interesting to note that 21% of all respondents decorate gifts using saved old gift bags, paper and decorative ribbons.
More than 1 thousand men and women aged 18–60 years from all over Russia participated in the survey.
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