Page 92 - European Cruise Traveller Duty & Tax Free Retail

Industry Insider:
European Cruise Duty & Tax Free Retail 2016
6.2.1.4.2 GIFT BUYERS: ON-BOARD
Our findings show how just over a quarter (27%), of European cruise travellers purchasing their main item on-board the ship purchase for a gift.
Although the majority of main item gift purchases are made for family members (78%), the gift recipient differs fairly widely when considering areas such as relationship, gender and age, with 30% of gifts being for a partner or spouse, 34% being for other adult family members, and 15% being for family members under the age of eighteen. This illustrates the necessity to provide a wide range of gift options, suitable for various recipient types and occasions.
Gifting is particularly prominent within the Souvenir category, with key recipients including family members, but also friends. Operators should ensure a good mix of both location and cruise liner based items are available across various price points, so as to cater for those wishing to purchase a token item for a friend as well as those looking to purchase a more substantial item for a family member. Souvenir based offering should be supported via dedicated gifting displays and services such as gift wrapping.
A higher than average rate of gifting is also apparent among Watches & Jewellery purchases, with half of gift purchases being for a partner / spouse. Operators and brands should therefore promote partner / spouse based gifting through marketing communications focusing on gifting occasions, such as birthdays, anniversaries or public holidays.
Gift purchasing more prominent among Italians, British and female buyers
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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