Page 92 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.4.1 SELF-PURCHASING: ON-BOARD
Our research indicates that overall, almost three quarters (73%) of those purchasing their main item on-board the ship buy for themselves.
The majority of self-purchases were to use/consume when the buyer returned home (80%), however a fifth purchased items to use whilst away on their trip.
This being said, some categories are restricted in terms of self-consumption during the trip, with many cruise lines in the region prohibiting the consumption of Alcohol or use of Tobacco purchased on-board into the Duty & Tax Free stores.
Main item purchases for self-consumption are most prominent within the Fashion & Accessories; therefore this category should be considered the top priority when developing advertising and communications aimed at promoting purchasing for self-consumption.
Although slightly lower levels of self- purchasing are apparent in the Beauty and Confectionery categories, self-purchasing still exceeds 80% of all main item purchases. Both are usually popular gifting options, suggesting that there is room to improve gift solutions on-board for both categories.
In terms of traveller types, purchasing for self- consumption is more prominent among younger travellers and those from Canada, so again, these should be key targets for any self-purchasing-based advertising.
Purchasing for self much more common amongst Canadians and younger travellers
Self-purchasing most prominent on extended cruises
Self-purchasing most common in the Fashion & Accessories and Tobacco categories; lowest in Souvenirs
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