Six in Ten Americans Say a Personalized, Handwritten Note Helps Enhance a Gift, Making it Stand Out

Personalized Handwritten Notes, along with Family Photos, are Items Most Likely to Make Cards Stand Out During the Holiday Season

Tuesday, September 27, 2016

Washington, DC – When it comes to receiving or giving a gift, roughly six in ten (58%) Americans say that a personalized, hand-written note helps to make the gift stand out, according to a recent online survey conducted by Ipsos on behalf of Cramer- Krasselt. Just under half of those surveyed also believe that the quality of the presentation (45%) and the quality of gift wrapping (44%) is also a major factor in helping make a gift special, while two in five (38%) say the same about the ribbon used. The use of a gift tag (25%) and the quality of the box (23%) are seen as making gifts stand out by roughly a quarter of all respondents, and 20% feel that the use of a gift topper can help make a gift stand out whether giving or receiving something special.

  • Women tend to place more emphasis on the impact that such items can have when giving/ receiving a gift, including significantly greater proportions who say that a personalized, hand written note (63% vs. 53% men), the quality of presentation (49% vs. 40%), the use of ribbon (43% vs. 32%), and the use of gift toppers (24% vs. 17%) help to make a gift stand out.
  • While older respondents are more likely to see handwritten, personalized notes as helping to make a gift special (67%, ages 55+ versus 53%, ages 18-34), those under the age of 35 tend to place significantly greater importance on the quality of the presentation (55% vs. 36%, 55+), the use of a gift tag (29% vs. 20% 35-54), and the quality of the box (31% vs. 16%, 55+).
  • Thinking about holiday cards more specifically, handwritten notes (55%) are just as likely to be seen to make a card extra special as are family photos (55%), with more than half of those surveyed saying that these features help make holiday cards stand out. A third also mention homemade cards (33%), pop-up or 3D paper designs (30%), and premium details on high quality paper (29%) as being features that help make holiday cards stand out, while roughly a quarter say the same of customized envelopes (25%) and yearly recaps highlighting family milestones (23%).

  • While both men and women tend to have similar opinions when it comes to features that help make a holiday card special, women do place significantly greater emphasis on homemade cards (40% vs. 25% men).
  • As was the case with features that make gifts stand out, respondents over the age of 55 continue to emphasize the impact that a handwritten note can have on making a holiday card special (61% versus 49%, 18-34).
  • Respondents with children living at home are much more likely to mention family photos (65% vs. 50% no kids) and yearly recaps highlighting family milestones (33% vs. 18%) as impactful compared to those with no children.
  • When it comes to planning an unforgettable holiday party, a majority of Americans rate the room décor (55%) as most likely to stand out to guests, while similar proportions say that party games (45%), cocktail bar or themed cocktails (45%), and invitations that are addressed and mailed (42%) can help make an unforgettable holiday party. Party favors (38%), DIY decorations (36%), and tablescapes (31%) are seen to make for an unforgettable party by more than three in ten adults, and at least a quarter believe that personalized place cards (26%), photo booths (26%), and menu cards/ descriptive dish cards listing ingredients (25%) can help to create a one-of-kind experience for guests.

  • Women and younger respondents (18-34) are among the most likely to rate many of the items listed as having a positive impact on guests.
  • Those with children at home are especially likely to rate party games (55%), photo booths (33%), and menu cards (29%) as helping to create a one-of-kind experience for guests, while those with no children are significantly more likely to emphasize the room décor (60%) and tablescape (34%) as helping to make for an unforgettable holiday party.
  • Additional information including findings and methodology is available for download on the right side of the page.

    For more information on this news release please contact:

    Kristin Vollrath
    Senior Director
    Ipsos Observer

    About Ipsos

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    Six in Ten Americans Say a Personalized, Handwritten Note Helps Enhance a Gift, Making it Stand Out

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    Kristin Vollrath
    Ipsos Observer