Consumers are turning away from gift cards in favor of physical gifts as Cyber Weekend approaches, according to a study by Jungle Scout. Of the shoppers polled, 49% plan to purchase gift cards -- down from 65% in 2021. In contrast, 59% will give products such as clothing, electronics and jewelry. In addition, 29% will give a virtual product like a Netflix or Spotify subscription, a virtual gym membership or a Masterclass membership. As for their buying strategies, 56% said they search for deals and discounts. But 40% also seek surprise gifts that recipients didn’t ask for or expect to receive. In addition, 28% week out specific brands, and 19% will buy gifts based on ideas they see in social media.
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