SIMON ISAACS
Mon Dec 21, 2009
This season, Americans will spend upwards of $450 billion on holiday giving, spending roughly $380 per household on gifts (down from last year’s estimate of $418) according to the Conference Board. While retail spending is expected to decline, charitable giving this season is expected to grow. According to a survey commissioned by the American Red Cross, more than 90 percent of Americans plan to donate to charity this season. More than 70 percent of survey respondents felt that it is more important than ever to donate because of the state of the economy. No doubt, this support is deeply needed.
Consumers are taking this interest in charitable support to the marketplace. They’re looking for more meaningful brand experiences and are voting with their pocketbooks for ethical companies and quality brands that not only reflect their social and environmental values, but also provide an authentic opportunity to give back. As a result, many retailers are turning to cause-related marketing this holiday season.
