Top Gifts for the 2003 Holidays

A new survey shows the most desired holiday gift for women this season is the gift of escape, whether it's a vacation, a cruise, or a day at the spa. By contrast, almost half of men said they would prefer a gift from the electronics department. The online study, Women, Men and the Pursuit of Fun, was completed by frank about women, a marketing to women consultancy that helps companies build brand relationships with women.

Top Hot Holiday Gifts

It appears women are so ready for an escape from their daily lives that, of the women in the study who said they want travel as a gift (27 percent), a majority (67 percent) said they would be willing to buy it for themselves. Almost one-third (29 percent) of the women who selected travel as a top gift choice said they want a cruise, and one-quarter (26 percent) said they want a tour package.  If women can't escape for a true vacation, a quick trip to the spa is a hot gift item for nearly half (44 percent) of the women who chose a getaway gift.

"The fact that two-thirds of women said they are willing to buy their own vacation or spa package indicates that they are feeling the stress of balancing very full lives, an uncertain economy, and the demands of families, careers and other obligations," said Carrie McCament, managing director offrank about women.

By contrast, only 11 percent of men surveyed listed travel as a desired gift for this year. Their number one gift choice: electronics equipment. For the 41 percent of men who said they want electronics, almost one-third (30 percent) said their top pick would be a flat-screen TV, 23 percent chose a newcomputer, and others (16 percent) said a digital camera is their gadget of choice.

"Men's gift choices are more often items you would use at home - in the family room or home office.  We believe this shows men are not feeling the same need to escape as the women we surveyed," McCament said.

Other top choices for women's gift ideas this year are jewelry, chosen by 23 percent of the women in the survey, and electronics, which 11 percent of women chose.  Men chose cars as their third preference at 7 percent.

Least Desired Holiday Gifts

The survey also uncovered the gifts that will probably get returned after the holidays.  Women said they least want sports and outdoor equipment, bar or entertaining accessories or car equipment.  Men said their gift-list no-no's are bar or entertaining pieces, craft items, or health and beauty care items.

"People don't want to receive a gift that makes them more productive or that helps them fit more into their day.  They want a gift that lets them play a little and makes them feel they should take that time to relax, whether it's in a spa or watching their new television," McCament continued.

The online survey was conducted during the week of September 2, 2003, among a total of 1052 respondents - 575 women and 477 men - who reflected a nationally representative sample of American adults.  The margin of error for the survey was plus or minus 3 percentage points.