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Media Release: For Immediate Release
"Holidays" beats "Christmas"
in actual 2007 consumer usage
A stark reversal of a 3-year trend, company president says
RACINE, Wis., Dec. 18, 2007 -- In the ongoing battle over whether it's better to use the term "Christmas" or "holidays," "holidays" came out the big winner in 2007.
In its fourth annual survey, www.GiftBasketsDeluxe.com, a major gift basket company, today announced the results of an analysis of holiday gift card messages sent through their company.
The study showed that 60 percent of holiday gift baskets sent used the politically correct term "holidays" on their gift card, as opposed to the more traditional term "Christmas."
This is a stark reversal of the previous three-year trend. Studies of gifts sent through the company in prior years show that:
- 58 percent used the term "holidays" (as opposed to "Christmas") in 2004
- 43 percent used it in 2005
- A record-low level of 27 percent used it in 2006
- A record-high 60 percent used it in 2007
"The most surprising element of this test is the huge swing from last year," said Don Crowther, president of GiftBasketsDeluxe.com. "For something to more than double in one year indicates that a major factor has changed. Perhaps it is because of the election season (note that the previous high was in 2004, a national election year), or perhaps it is due to the increasing sensitivity to other cultures and their holiday celebrations."
This type of data is more accurate than traditional poll data, because it reports what people actually do, rather than what they tell pollsters they do.
Crowther also noticed an increasing sensitivity to nationalities of recipients. "Our customer service staff has noted a large number of people asking if we could identify the nationalities of the surnames of the recipients of the gift baskets they are sending, so they can use a term that is not offensive."
The study includes gift baskets ordered between Nov. 16 and Dec. 16, 2007.
www.GiftBasketsDeluxe.com and www.Corporate-Gift-Baskets.com are websites for a privately-held company that specializes in providing unique, distinctive gift baskets that people use and remember long after the gift is received.
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Contact Information:
Don Crowther
don@giftbasketsdeluxe.com
P.O. Box 044134
Racine, WI 53402
Phone : 262-639-2270
http://GiftBasketsDeluxe.com
http://Corporate-Gift-Baskets.com
Additional Media Resources:
Graph:
A high resolution version of this graph can be downloaded here.
Picture of Don Crowther:
Click to download a high-resolution image.
Don Crowther is available for interviews through December 25, 2006. He can be contacted at
262-639-2270 or dkc@giftbasketsdeluxe.com.
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