COVID-19 altered gift-giving behaviour

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 05, 2021, 5:20 AM GMT+0

Google and The Green Room Collective conducted an in-depth study to understand US consumers’ motivations and behavioural shifts.

With COVID-19 impacting consumer behaviour, gift-giving among people has significantly amplified. Globally, searches for "online gifts" rose by 80% in 2020 according to Google’s search report. Gift-giving desires have grown beyond more traditional events such as birthdays and holidays.

Searches for “how to celebrate” and “anniversary video maker” increased 30% and 200% (globally) YoY respectively as many people tried to recreate experiences at home. Amid the pandemic, people’s desire to help also saw a jump, as searches like “donation centres near me” grew 100% YoY.

However, consumers considered what and how they gift, as searches for “gift card online” and shipping rates increased 100% and 90% respectively. Further, image searches for “long-distance miss you quotes” increased 700% YoY, with people quarantined and socially distant.

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