It has been conservatively estimated that gifts account for 10% of all retail sales in North America (Belshaw, 1965). Further, many retailers estimate that 30 to 50% of their whole quantity (and even higher percentages of their whole earnings) happen in two months of the year, November and December. These astounding figures are due primarily to heavy reward-shopping for throughout the holidays. This paper consolidates past theories and findings on reward-giving with the limited contemporary work accomplished on present-giving, primarily within the advertising and marketing self-discipline. Further, an reward-giving mannequin, together with a view of each the giver and receiver, is introduced, within which future research instructions are suggested. It has been steered that marketers ought to goal at encouraging greater gift-giving and growing more gift-giving alternatives (Lowes, et. To additional indicate the extent of present-giving, in a 1973 study of 219 present-giving situations by 73 Philadelphia space residents, Belk (1977) discovered a median of 26-27 gifts had been bought in the course of the previous 12 months per adult with a total common annual expenditure of $280.43.
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