SOURCE: BIGresearch

November 27, 2007 11:42 ET

American Pulse™ Survey: More Americans Would Rather Receive Gift Cards or Cash Than a Gift This Holiday Season

Almost 70% Say They Would Rather Give Than Receive

COLUMBUS, OH--(Marketwire - November 27, 2007) - As Santa makes his list this Holiday season, he may want to consider paper or plastic as an option as 52.1% say they would rather receive a gift card or cash, according to the American Pulse™ Survey of 4,069 respondents. One reason for this preference may be that consumers do not like gifts that were chosen for them (45.4% of those who received clothing as a gift in the past didn't like or didn't wear it). Another possible reason is that 46.3% of those who participate in gift giving/receiving during the holidays say they hate to return gifts because it is a hassle.

As Americans get in the holiday spirit this year, whether it's a gift card or a gift, 69.4% say they would rather give than receive. 70.9% like it when employees wish them a "Merry Christmas" while shopping because it is the Christmas season and 92.6% feel malls, stores and parks should be allowed to display the Christian Nativity Scene during the Christmas season.

Regarding consumer mood, 56% say they will be looking for sales more as they Holiday shop and 59.1% will be spending less this year than in Holidays past possibly because 47.7% feel that compared to one year ago it is becoming harder to pay monthly bills and are living paycheck to paycheck.

Other key findings regarding the Holiday season (of those who participate in gift giving/receiving during the Holidays):

--  82.4% say gift cards are a smart gift alternative for people they
    don't know well
--  10.5% have "re-gifted" gift cards received
--  22.5% have "re-gifted" gifts received
--  22.7% like to exchange gifts for things they would rather have
--  13.5% have received gift cards that they've never redeemed
--  16.1% have received gift cards that they've only partially redeemed

To view complete report:

American Pulse™ Survey is collected online by BIGresearch every month exclusively utilizing Survey Sampling International's (SSI) U.S. panel covering topics such as politics, religion, pop culture and the economy.

About BIGresearch

BIGresearch is a consumer intelligence firm providing insights of consumer behavior in areas of products and services, retail, financial services, automotive, and media. In addition to the American Pulse Survey, BIGresearch conducts the Consumer Intentions and Actions Survey (CIA) and the Simultaneous Media Survey (SIMM). More information is available at

About Survey Sampling International (SSI)

Survey Sampling International is a premier global provider of sampling solutions. Founded in 1977, SSI offers access to consumer and business-to-business respondents via Internet, telephone, and other means; survey programming and hosting services; and survey consultation. SSI is the supplier of choice for more than 1,800 marketing research agencies and information service providers, including 46 of the top 50 worldwide. SSI is headquartered in Fairfield, CT, and maintains offices throughout North America, Europe, and Asia.

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