What do hunters want for the holidays? Do they receive hunting-related gifts from family members? How can you reach those who are actually purchasing those gifts?
When Migrate surveyed hunters nationwide, we specifically asked about gift giving. We’ll tell you what we found. But first, it helps to understand the market.
Our research defined attitudinal segments based on how hunters responded to all the questions in the survey. Today’s digital data-crunching detects patterns and defines segments based on differences in responses.
This means we end up with market segments based on the attitudes of respondents, rather than segments based on traditional factors like age, income or geographic location.
The value of this approach is that we’re able to better understand how these folks think about the products and services you offer and why they buy.
Analysis of the 500-hunter study defined three distinct attitudinal segments: Traditionalists, Social Gear Lovers and Functionals.
To understand these segments, you’ll want to look at a brief summary or call us at 605-271-3251 for the full report. In the meantime, we can summarize it this way:
- Traditionalists seek to preserve the sport of hunting, believing it fills a critical role in conservation. Hunting is much less about bagging game and more about the experience and the challenge.
- Social Gear Lovers think about hunting frequently, and for them it’s a social activity. They love buying gear and have more than they need.
- Functionals hunt only occasionally, and mostly when they need food. They shun fancy gear and prefer to hunt alone.
Differences in attitudes on receiving gifts
How do these segments differ when it comes to receiving gifts?
Social Gear Lovers are much more likely to receive gifts. Within the last nine months, 54 percent of this segment received hunting-related clothing or gear. In contrast, 35 percent of Functionals received such gifts, and only 10 percent of Traditionalists received gifts.
We saw another striking difference among Traditionalists when we asked whether they prefer to receive a gift card or an item.
While just 23 percent of Social Gear Lovers and 36 percent of Functionals don’t care whether it’s a gift card or an item, a full 55 percent of Traditionalists don’t care. We suspect that’s because they seldom receive hunting gifts and would be happy with anything!
Who’s buying these gifts? The segments were very similar in reporting that the non-hunters in their families buy hunting-related clothing and gear for them. A total of 60 percent of respondents receive such gifts often or sometimes from family members.
How to reach gift givers
We know that all segments receive gifts from the non-hunters in their families, although Traditionalists don’t receive them very often.
And, you know how to target the hunting market or you wouldn’t be in business.
The question is, how can you reach those non-hunting family members who are doing the gift giving? It’s a market that seems impossible to get your arms around. Do these folks read magazines? Do they use mobile? Do they listen to the radio? What TV shows do they watch? The list of unknowns is infinite.
That’s why we recommend not targeting the family members—but again, targeting hunters. They’re the ones who know what they want or need, and they’ll tell their family members and friends.
Think about offering your product or service in a giftable form. Create a gift basket, think about distinctive wrappings or make a special holiday bundle.
And then, suggest to your target market that they let friends and family members know what they want. You might even want to come up with an easy way to create and send a wish list via social media or email.
Finally, contact Migrate to learn even more about these segments and how they apply to your target market.