European personalised gifts market anticipated to boom over the next 12 months
- The German, Italian, French, Spanish and UK personalised gift markets are all predicted to reach above €1 billion over the next 12 months
- The average European shopper is willing to spend an extra 12 percent on gifts that have an element of personalisation
- Most popular personalised gifts are accessories and jewellery, clothing and babywear and books
- Number one driving factor behind purchases of personalised gifts is that they are unique and you can’t buy them straight off-the-shelves
- High street stores with a personalisation offering are the most popular places to buy personalised gifts
The European personalisation market is set to boom over the next 12 months according to the findings of a Roland DG European study of 5,000+ shoppers. Notably, the German, Italian, French, Spanish and UK personalised gift markets are all predicted to reach above €1 billion, with the German market anticipated to reach as high as €2.7 billion, and the Italian market €2.2 billion.
According to the data, the average European shopper is prepared to spend an extra 12 percent on gifts that have an element of personalisation, such as adding a name, personal message or image. The most popular categories for those who anticipate purchasing personalised gifts are accessories and jewellery (38 percent), clothing and babywear (28 percent) and books (26 percent).
The number one driving force behind purchases is the fact that they are unique and can’t be bought straight off-the-shelf (chosen by 32 percent of respondents), closely followed by how personalised gifts are more thoughtful (chosen by 29 percent of respondents).
High street stores were the most likely locations to purchase personalised gifts for 20 percent of respondents, alongside local businesses with in-store personalisation offers (17 percent). With many brands and consumers pivoting to eCommerce since the start of the pandemic, 15 percent of respondents noted online retailers were a popular place to purchase personalised gifts.
Stephen Davis, EMEA Marketing Director at Roland DG, said: “These might be turbulent times, but the European public does not intend to let the pandemic interfere with their appetite for personalised gifts. Our desire to treat each other in difficult times may well be a factor in the huge projected spend over the next 12 months: the market for gift personalisation is vast, and only set to grow as it becomes easier and faster to source gifts with that personal touch. It represents a lucrative source of revenue for manufacturers and retailers.”
“Retailers who are willing to add customisation options to their products, diversify the options they currently offer, and integrate these services online using tools like PersBiz, are sitting on a golden opportunity. The even better news is it’s easy and inexpensive to add personalisation options, from the most simple to the most complex. There are products for every budget to tap into this burgeoning market.”
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Online survey polled 5,014 18+ year old consumers in the following markets: UK (1000 respondents), Spain (1002), Italy (1002), Germany (1008) and France (1002). Survey conducted by Censuswide, 18th - 23rd November 2020.