CHICAGO, Nov. 21, 2017 -- Despite iconic actress Marilyn Monroe's famous 1953 proclamation, diamonds may not be a girl's best friend after all. According to a recent survey by Vivid Seats, live event tickets eclipse jewelry on women's ultimate wish list this year. In a nationwide poll of more than 500 people, women chose live event tickets as the number-one most desirable holiday gift (tied with electronics), with jewelry ranking next-to-last in desirability. Vivid Seats also determined that, while 50 percent of women have never received tickets as gifts, they would love to get them this year. An additional 10 percent of women are for the first time considering adding gift tickets to their holiday wish list.
"Women aren't the only ones wishing for live event tickets this year, 51 percent of men surveyed also hope to find tickets under the tree," said Bryson Meunier, spokesperson for Vivid Seats. "This sentiment was shared nationwide, with tickets ranking as first or second in the list of most desirable gifts in every major region of the country. "
According to Meunier, Vivid Seats has over time seen growing demand for gift tickets and gift cards redeemable for live event tickets. "Consumers increasingly value experiences and encounters over material objects, so it makes sense that tickets to live events – where lifetime memories will be made and shared – feature prominently on their holiday gift lists," he said.
Gift tickets generally have "no strings attached"
When it comes to determining the number of tickets to give and how recipients should use them, survey respondents and Vivid Seats sales data revealed an extraordinary generosity among holiday gift givers.
Tickets are ideal gifts for sports "super fans"
Vivid Seats also queried survey respondents about presents for the sports super fans in their lives. Game tickets were pegged as the number-one most ideal gift by 66 percent of those polled. Team jerseys and spirit wear came in at number-two with only 13 percent of consumers considering them ideal. Women were more likely than men (69 percent vs. 62 percent) to name game tickets as the top sports super fan gift.
Ticket gift-giving etiquette varies by gender, region
Survey respondents had strong opinions about the etiquette of giving live event tickets as gifts. Among the findings, Vivid Seats determined the timing and location of gift ticket events is important.
Vivid Seats for gift givers
For gift givers hoping to give their loved ones the unique experience of a lifetime, Vivid Seats makes it easy with a variety of options available at Vivid Seats Gift Center or by calling toll free 1.866.848.8499.
Both tickets and electronic or traditional gift cards make great gifts, whether the gift recipients prefer sports, concerts, theater shows or other types of live performances. With a selection of denominations available from $5 to $1,000, Vivid Seats allows gift givers to treat their loved ones to something special or simply help them sit closer at their favorite events. Check out all the great options, including:
This survey was fielded online by Vivid Seats between November 14 and 16, 2017 with more than 500 male and female respondents, aged 25 – 54 and with annual household incomes of up to $200,000-plus. Respondents were recruited by the SurveyMonkey 30+ million-person volunteer consumer panel who complete surveys on the research platform each month.
*West South Central region – Arkansas, Louisiana, Oklahoma, Texas
**South Atlantic region - Delaware, Maryland, Virginia, West Virginia, North Carolina, South Carolina, Georgia, Florida, and the District of Columbia
SOURCE Vivid Seats
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