The business of gifts

Pamela Danziger, Unity Marketing, looks at gift giving in the US. She sees it as the ultimate in ‘emotional consumerism’, and an opportunity for exponential marketing impact for both retailers and manufacturers.

The Business of Gifts

Pamela Danziger Unity Marketing

In 2002 the US gifting market, the buying and giving of gifts for family and friends, represented a $253 billion total market, about 10% of the consumer economy. Unlike other consumer marketing...