Background
For the fifth year in a row, Coinstar partnered with Atomik Research to conduct its annual survey of gift-giving U.S. consumers.
Challenge
Faced with an already crowded and competitive media landscape, Coinstar needed a holiday activation that cut through. They turned to Atomik Research for an insights-driven solution.
Solution
Atomik Research developed a quantitative survey approach that unearthed useful findings that shaped a narrative, which, in turn, generated media buzz during the holiday season. Earned media outlets: USA Today, Value Penguin, News Nation, WGN9 (Chicago).
Result
Communication teams at Atomik Research and Coinstar leveraged findings for use in press releases, B-roll packages and media alerts. Survey findings gained over 26.2 million total media impressions: 12 placements online, generating over 26 million impressions, and 15 placements across nine national markets that garnered over 200,000 impressions
Notable Findings
- For the 2021 holiday season, 1 in 8 respondents would not give a gift to a friend or family member who doesn’t share their same views regarding COVID-19
- 72% of respondents say they will shop online for gifts for the 2021 holiday season
- 58% say they prefer to receive a gift card from close friends or family members rather than a physical gift
- 54% of gift givers say they prefer to receive cash as a gift from a friends or family members rather than a physical gift
- Nearly 2 in 5 (39%) of U.S. consumers say they can’t afford to buy as many gifts this year
