Page 95 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
6.2.1.4.2 GIFT BUYERS: ON-BOARD
Our research shows that a quarter (27%), of North American & Caribbean cruise travellers purchasing their main item on- board the ship do so for a gift.
Main item gift purchases are most commonly made for family members (81%); with the highest proportion for other adult family members (30% of total main item gift purchases on-board), followed by a partner / spouse (26%), while a quarter of on-board gift purchases are for children. It is therefore key that gifting solutions are available for a range of different audiences,
This is particularly the case among the Souvenir offerings where the majority of main item purchases are for gifting purposes. A good range of location and cruise liner based items are therefore essential, with product displays prioritising gifting and highlighting product suitability for specific audiences and occasions. In addition, retailers and brands can support this through the use of exclusive gift or occasion based packaging.
After Souvenirs, Jewellery & Watches drive the highest level of main item gift purchasing. Half of all gift purchases in the Jewellery & Watches category are for a partner/spouse.
Therefore, to encourage gift purchasing in this category, retailers and brands should to promote items as ‘the perfect gift for your partner’ and look to offer gift boxes and gift wrapping services to encourage purchasing for key events, such as religious holidays or birthdays.
Gifts significantly more likely to be purchased on-board older travellers and by Americans
Gifts most commonly bought for family members
Almost 3 in 5 items purchased in the Souvenirs category are bought as gifts
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