Page 117 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.2.4.2 GIFT BUYERS: ON-LAND
Our research indicates that 3 in 10 North American & Caribbean cruise travellers purchasing their main item on-land do so for a gift, slightly higher than the proportion buying items as a gift on-board (26%).
Main item purchases for gifting are most prominent within the Souvenirs category, 61%, followed by Watches & Jewellery, 26%.
On-land gift purchasing is primarily for family members, accounting for 8 in 10 main item gift purchases made on-land. Gift items are most commonly bought for children (29%); with purchases for a partner/spouse or other adult family members also prominent (26% each). However, three quarters of gift purchases in the Watches & Jewellery category on-land are for a partner/spouse.
1 in 10 main item gift purchases made on- land are for friends, while only 7% are for work colleagues. Females and older travellers are significantly more likely to buy gifts for work colleagues.
Overall, gift purchases are most commonly purchased by older travellers, while the vast majority of younger travellers buying from Duty / Tax Free stores on-land purchase for themselves.
Souvenirs are the most versatile gift solution, being bought for a wide range of ages and for both family and non-family members, indicating the importance of supplying a wide range of souvenirs to help drive incremental and impulse sales.
Gifts significantly more likely to be purchased on-land by older travellers
Gifts most commonly bought for family members
3 in 5 items purchased in the Souvenirs category on-land are bought as gifts
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