Survey finds 72% of Americans prefer to give and receive gifts bought locally
Faire commissioned a survey conducted online by The Harris Poll among over 2,000 U.S. adults over the age of 18 to find out what will be on everyone’s wish lists this year. This holiday season nearly 200 million Americans* (61%) plan to buy many of their holiday gifts from a local independent retailer this year.
Gifts purchased locally are seen as more valuable and more special for both gift-givers and recipients. According to the survey, 75% of Americans prefer to give holiday gifts that are unique, such as those with a story attached to the maker or how the items were made.
Individuals prefer gifts that reflect values important to them:
- Nearly two-thirds of Millennials (age 18 to 34) (65%) prefer to give holiday gifts that come from a local independent retailer than something they can buy at a mass retailer/big box store. And, nearly two-thirds of Millennials (64%) would be willing to pay more for a gift from a local independent retailer than one from a mass retailer/big box store.
- Half of Americans (50%) prefer the holiday gifts they receive to be made in the USA.
- Nearly 2 in 5 Millennial women (age 18 to 34) (37%) prefer the holiday gifts they receive to be handmade gifts.
- Millennial and Gen X (age 35-44) men are more likely than men age 65+ to prefer receiving holiday gifts that are eco-friendly (36% vs. 15%) and gifts that are socially good (35% vs. 9%).
To discover the most coveted gifts from high-quality makers, visit your local retailers this holiday season!
This survey was conducted online within the United States by The Harris Poll on behalf of Faire from October 23-25, 2019 among 2,050 U.S. adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. The 200 million metric was determined by multiplying the 2018 U.S. population reported by the U.S. Census of 327.2 million by 61 percent. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected].
*Determined by multiplying the 2018 U.S. population reported by the U.S. Census of 327.2 million by 61 percent.