November 19, 2010 at 12:45 PM by Research & Insights

There are two traditions that define the holiday season for many Americans – shopping and giving. In this spirit of the season, consumers are shopping with an eye toward giving back to good causes and expect companies to lead the charge, according to the 2010 Cone Holiday Trend Tracker. Key findings of the study include:

• 89% of Americans expect companies to support causes this holiday;
• 78% of consumers want to be personally engaged in a company’s cause efforts; and,
• 49% of consumers say they have already purchased or plan to purchase a holiday gift that supports a cause.
  

You read that right – almost one-in-two Americans have cause on their shopping list this season. What’s more, consumers are willing to engage with corporate causes in a variety of ways, such as supporting an in-store gift drive (78%), making a donation at the register (68%), redeeming or buying a discount card or coupon that gives back to a cause when used (64%) or supporting a company’s cause efforts through social media (47%).

According to a new Gallup poll, consumers will spend an average of $714 on gifts this year. Imagine the impact if just a dollar or two of this was diverted to a social cause. Millions of dollars and untold awareness could be raised through very simple, turn-key cause marketing this holiday season. A gift to consumers, companies and causes alike.


Tags: causebranding retail nonprofitcausebranding corporategiving holiday charitablegiving

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