Flowers and plants less giftable, survey shows

Shoppers shunned flowers, plants, collectibles, seasonal decorations and other specialty store mainstays last Christmas, according to consulting firm Unity Marketing. The company’s Gift Tracker survey showed the percentage of shoppers making gift purchases in the fourth quarter 2006 dropped 8 points.

Candles and candle accessories were the only product in the giftables category that ranked among the top 10 gift choices in the fourth quarter. More gift-givers chose consumable and entertainment gifts for Christmas 2006.

Chocolate, gourmet food, gift baskets, wine and spirits were in the fastest growing gift category. Entertainment gifts -- DVDs, books, CDs, electronics -- came in second.

Unity Marketing president Pam Danziger said gift retailers need to enhance the experience their products and shopping environments deliver.

“Giftables marketers have historically focused more of their efforts toward designing and development of new products,” Danziger said. “But that isn’t good enough anymore to reverse the trend away from giftables as a gift choice. They need to understand the experiences that consumers want when shopping for a gift, then transform their businesses around those experiences.”

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