A recent survey conducted by Consumer Intelligence Research Partners (CIRP) has shed light on the gift-giving trends related to Apple products during the holiday season. Contrary to common assumptions, the study indicates that Apple devices are not as commonly given as gifts as one might think.
The data from CIRP shows that iPads and Apple Watches experience a slight uptick in gift-giving activities during the holiday period, while iPhones and Macs are rarely exchanged as gifts throughout the year. In fact, only around 3% of Apple customers typically receive an iPhone, iPad, Mac, or Apple Watch as a gift in a regular quarter. However, the holiday season seems to alter this trend slightly.
During the December 2023 quarter, 9% of Apple Watch owners received the device as a gift, a significant increase from the 2% observed in other quarters. Similarly, 6% of iPad owners were gifted the device during the holidays, compared to just 2% in non-holiday periods. On the other hand, the rates of gifting iPhones and Macs remained low.
The survey findings suggest that iPads and Apple Watches are more popular choices for gifts due to their status as “nice to have” items that do not necessarily entail additional financial commitments. In contrast, iPhones and Macs are less commonly given as gifts, possibly due to their higher price points and the personal nature of these devices.
CIRP draws a comparison between gifting an iPhone and giving someone a puppy, highlighting the ongoing mobile carrier charges associated with the device. Similarly, Mac computers are described as expensive and personal items that may not be suitable as gifts for everyone.
While Apple does capitalize on the holiday season for sales, the act of gift-giving may not have a significant impact on the overall sales of its primary products. It is important to note that the survey focused solely on core Apple devices and did not take into account accessories like AirPods, which could exhibit different gifting trends.
In conclusion, despite the popularity of Apple products, particularly during the holiday season, iPhones and Macs are not as commonly exchanged as gifts compared to iPads and Apple Watches. The survey results provide valuable insights into consumer behavior and preferences when it comes to gifting tech products, highlighting the nuances in gift-giving patterns within the Apple product lineup.
