Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market overview
- Economic worries, declining number of marriages, static birth rate
- The stalling economy is curbing consumer spending
- Marriage rate down between 2004 and 2009
- Number of births remains static; Hispanics may help grow birth registries
- Competitive context
- Gift cards
- Non-gift registries
- Leading companies
- Advertising strategies
- Print ads
- Collateral material
- Promotions and contests
- In-store events
- Usage patterns
- Types of gifts selected for registry
- General attitudes and motivations
- Registry location and choice
- Satisfaction with registries
- Attitudes toward registries for alternative events
- Impact of the economy
- Impact of race/Hispanic origin
Insights and Opportunities
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- As marriage rates drop, shift some of the focus to events beyond weddings
- Green options for gift registries
Inspire Insights
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- Trend: Life — An Informal Affair
- Society has become far less prim and proper
Market Overview
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- Overview
- Key facts
- Brick-and-mortar remains the standard
Market Drivers
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- Economic worries continue to impact spending
- Consumer confidence remains low
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- Figure 1: U.S. consumer sentiment, 2002-11
- High unemployment likely translates to smaller, more affordable gifting
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- Figure 2: U.S. annual unemployment rate, 2002-10
- Household incomes decline
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- Figure 3: Median household income in inflation-adjusted dollars, 1998-2008
- Declining marriage rate, changes to the marriage institution
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- Figure 4: U.S. Provisional number of marriages and marriage rate; provisional number of divorces and divorce rate, 2004-09
- More states legalizing same-sex marriages and civil unions
- Birth rate remains static
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- Figure 5: U.S. number of births and fertility rate, 2004-09
- Higher Hispanic birth rate represents opportunity
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- Figure 6: U.S. number of births, by race/Hispanic origin, 2002-07
Competitive Context
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- Gift card use is on the rise
- Non-gift registries—the new cash gift
Leading Companies
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- Bed Bath & Beyond
- Macy’s
- Target’s Club Wedd
- The Knot
Innovation and Innovators
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- Foodie Registry
- Alternative registries
Advertising
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- Print advertising
- Collateral material
- Promotions and contests
- In-store events
Usage Patterns
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- Key points
- Four in 10 have created a registry; women more so than men
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- Figure 7: Registry creation, by gender, age, and household income, February 2011
- Wedding and childbirth registries down between 2008 and 2011
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- Figure 8: Registry creation, by event, trended, 2008, 2010 and 2011
- 18-34 most likely to create wedding, childbirth, bridal shower registries
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- Figure 9: Registry creation, by event, by age, February 2011
- Creation of some types of registries increases with household income
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- Figure 10: Registry creation, by event, by household income, February 2011
Types of Gifts Selected for Registry
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- Key points
- Women register more for household items, men register for electronics
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- Figure 11: Types of gifts registered for, by gender, February 2011
- 18-24 most likely to register for a wide range of gifts
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- Figure 12: Types of gifts registered for, by age, February 2011
- Men most likely to want to see charitable donations on registries
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- Figure 13: Types of gifts respondents might have registered for if they were available, by gender, February 2011
General Attitudes and Motivations
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- Key points
- Most respondents motivated to register by convenience
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- Figure 14: Reasons for registry creation, by gender, February 2011
- 35-44s most motivated by convenience for guests
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- Figure 15: Reasons for registry creation, by age, February 2011
- A quarter have not registered because they feel awkward asking for gifts
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- Figure 16: Reasons for not creating gift registries, by gender, February 2011
- Seniors most likely to feel registries are unnecessary or tacky
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- Figure 17: Reasons for not creating gift registries, by age, February 2011
Registry Location and Choice
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- Key points
- Most register in person
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- Figure 18: Location of registry, by gender, February 2011
- 18-34s most likely to register online
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- Figure 19: Location of registry, by age, February 2011
- Households earning $75K+ more likely to register in person
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- Figure 20: Location of registry, by household income, February 2011
- Women more likely to consider multiple factors in choosing registries
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- Figure 21: Factors impacting registry location choice, by gender, February 2011
- Respondents 45+ report most consideration of a range of factors when choosing registry
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- Figure 22: Factors impacting registry location choice, by age, February 2011
- A quarter registered with help from friends/family
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- Figure 23: Role of others in selecting registry and gift choices, by gender, February 2011
- 45+ most likely to create registries with the help of others
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- Figure 24: Role of others in selecting registry and gift choices, by age, February 2011
Satisfaction with Registries
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- Key points
- Registry satisfaction levels have room to improve
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- Figure 25: Attitudes towards registry used, by gender, February 2011
- 45+ are most likely to report positive reactions to registry experiences
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- Figure 26: Attitudes towards registry used, by age, February 2011
Attitudes on Registries for Alternative Events
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- Key points
- Housewarmings, graduations, adoptions top alternative registry events
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- Figure 27: Attitudes towards registries for alternative events, summary table, February 2011
Impact of the Economy
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- Key points
- The economy’s effect on registries is unchanged between 2010 and 2011
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- Figure 28: The economy and registry planning, trended, 2010 and 2011
- Women more likely to choose less expensive gifts in reaction to economy
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- Figure 29: The economy and registry planning, by gender, February 2011
- Higher household income means less economic impact on registry creation
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- Figure 30: The economy and registry planning, by household income, February 2011
Impact of Race/Hispanic Origin
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- Key points
- Asians most likely, blacks least likely to have created a registry
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- Figure 31: Registry creation, by race/Hispanic origin, February 2011
- Asians report strong inclination to create a range of registries
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- Figure 32: Registry creation, by event, by race/Hispanic origin, February 2011
- Blacks appear most open to creating registries
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- Figure 33: Reasons for not creating gift registries, by race/Hispanic origin, February 2011
Custom Consumer Groups
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- Key points
- College-educated respondents more likely to create some registry types
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- Figure 34: Registry creation, by event, by education level, February 2011
- Full-time employed more likely to create registries
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- Figure 35: Registry creation, by event, by employment level, February 2011
Cluster Analysis
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- Traditionalist
- Demographics
- Characteristics
- Opportunity
- Consumer Researchers
- Demographics
- Characteristics
- Opportunity
- The Economy-Conscious
- Demographics
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 36: Gift registries consumer clusters, June 2011
- Figure 37: Registry creation by event, by gift registries consumer clusters, June 2011
- Figure 38: The economy and registry planning by gift registries consumer clusters, June 2011
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- Figure 39: Reasons for registry creation by gift registries consumer clusters, June 2011
- Figure 40: Types of gifts registered for by gift registries consumer clusters, June 2011
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- Figure 41: Types of gifts respondents might have registered for if they were available by gift registries consumer clusters, June 2011
- Figure 42: Attitudes towards registry used by gift registries consumer clusters, June 2011
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- Figure 43: Factors impacting registry location choice by gift registries consumer clusters, June 2011
- Demographic tables
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- Figure 44: Gift registries consumer clusters, by gender, June 2011
- Figure 45: Gift registries consumer clusters, by age, June 2011
- Figure 46: Gift registries consumer clusters, by household income, June 2011
- Figure 47: Gift registries consumer clusters, by race, June 2011
- Figure 48: Gift registries consumer clusters, by Hispanic origin, June 2011
- Cluster methodology
Appendix—Other Useful Consumer Tables
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- Types of gifts selected for registry
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- Figure 49: Types of gifts registered for, by household income, February 2011
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- Figure 50: Types of gifts respondents might have registered for if they were available, by household income, February 2011
- General attitudes and motivations
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- Figure 51: Reasons for registry creation, by household income, February 2011
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- Figure 52: Reasons for not creating gift registries, by household income, February 2011
Appendix—Trade Associations
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