New Holiday Report Reveals Surprising Trends in Small Gift Giving

“State of Small Gifting Report” from Walgreens Uncovers Greater Opportunity to Acknowledge Teachers;
Food, Candles and Personal Care Sets Top Wish Lists

DEERFIELD, Ill., December 02, 2014 – Triple-checking a holiday gift list is the best way to make sure everyone is accounted for, right? Well, according to the “State of Small Gifting Report,” a new holiday survey just released from Walgreens (NYSE: WAG) (Nasdaq: WAG), nearly all service providers (94 percent) – including teachers, daycare staff and nannies, health care providers, home and repair professionals, personal service providers and pet sitters – feel more appreciated when they are remembered during the holidays. During a season when those surveyed agree that “it’s the thought that counts,” many of the people who provide care and services don’t always come to mind; less than half of the people they serve give them a holiday gift.

As the season’s small gifting headquarters, the nation’s largest drugstore chain asked 799 service providers – some of the most common recipients of small gifts during the holidays – in October about what gift giving means to them, common gifts they receive, and what they actually most want.

“Survey results confirmed our long-held hunch: that being acknowledged, even in a small way, during the holiday season really means a lot to people,” said Moe Alkemade, head of seasonal merchandising for Walgreens. “Even amid the holiday hustle and bustle, there are still thoughtful, convenient ways to celebrate those in our lives who help us manage each day. Walgreens prides itself on being a partner for customers’ daily needs, and we extend that through the holidays with gift options to satisfy individual tastes – from your child’s teacher to Fido’s walker. We’re a one-stop destination for your small gifting holiday needs.”

The State of Small Gifting

Surprisingly, many Americans aren’t making the grade when it comes to remembering teachers and tutors. They’re the most commonly overlooked during the holiday season, with almost 40 percent of those surveyed receiving gifts from less than a quarter of their students. In contrast, babysitters and nannies are the most likely group of ‘everyday helpers’ to receive a gift – more than 60 percent say those they work for give them a gift during the holidays.

No matter who ends up on your holiday list though, there are common gifts that make the wish lists of all surveyed, from those who look after kids and lawns, to providing hair styling and health care. Gift cards top most lists (66%), but the report also revealed that food gifts, such as Whitman’s Chocolate Sampler (priced per store), Ghirardelli Chocolate Sleigh Gift Set ($29.99), or Ferrero Rocher Chocolate Gift Box (priced per store), are universally liked by respondents, outranking most other gift ideas. Personal care sets, such as Burt’s Bees Essentials Kit ($11.49), Aveeno Moisturizing Gift Set ($10.00) or Boots No7 Men Hydrating Shave Kit ($20.00), and candles, like a Decorative Votive Candle Set ($9.99) are also among favorite small gifts. The good news for gift givers is that giving doesn’t have to break the bank. According to the “State of Small Gifting Report,” only a small number of token gifts have a value of more than $20; the majority cost about $10 or less.

For more small gift ideas, and inspiration about personalized photo gifts, available this holiday season, visit, or follow Walgreens on and @Walgreens.

Methodological Summary
This survey was designed and conducted by KRC Research on behalf of Walgreens. KRC Research conducted an online survey of 799 American adults who have an occupation, side business, or hobby that involves personal service and interaction and who receive small token gifts around the holidays from those they serve. The survey was fielded Oct. 21-24, 2014.

About Walgreens
As the nation’s largest drugstore chain with fiscal 2014 sales of $76 billion, Walgreens ( vision is to be America’s most loved pharmacy-led health, wellbeing and beauty enterprise. Each day, in communities across America, more than 8 million customers interact with Walgreens using the most convenient, multichannel access to consumer goods and services and trusted, cost-effective pharmacy, health and wellness services and advice. Walgreens scope of pharmacy services includes retail, specialty, infusion, medical facility and mail service, along with online and mobile services. These services improve health outcomes and lower costs for payers including employers, managed care organizations, health systems, pharmacy benefit managers and the public sector. The company operates 8,229 drugstores with a presence in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands. Walgreens digital business includes,,, and Walgreens also manages more than 400 Healthcare Clinic and provider practice locations around the country.

SOURCE: Walgreens