The most recent study conducted by Reveal Marketing Research aimed to explore how men prepare to celebrate International Women’s Day on March 8th, as well as to identify women’s expectations about this holiday dedicated to them.
In the perception of Romanians, the most suitable gifts to be given or received on International Women’s Day are flowers (83%), cosmetics (68%), and accessories/jewelry (68%).
According to the results of the study conducted by Reveal Marketing Research, 9 out of 10 Romanians declare that they usually celebrate International Women’s Day, with choosing an appropriate gift seen as an opportunity to show appreciation for women.
Even though selecting an appropriate gift can be a challenge, we observe that tradition persists this year as well, with the majority of Romanians considering flowers as the most suitable gift to give/receive on International Women’s Day (83%). In the top list of suitable gifts, we also find cosmetics (68%) and accessories/jewelry (68%).
A change in perception regarding traditional gifts for International Women’s Day can also be noted, with only 38% of Romanians considering food gifts (sweets, coffee, etc.) appropriate. Women tend to consider food gifts more suitable (47% vs. 28% men), this may indicate that men perceive that women have higher expectations than a symbolic gift or attached to tradition on the occasion of March 8.
At the opposite end, the most inappropriate types of March 8 gifts are pharmaceuticals (16%) and furniture items (10%).
Only 16% of women expect to receive a gift from their employer, and ideally they would like gift vouchers/card, vouchers (79%) or free day of March 8 (55%)
On March 8, women expect to receive gifts from their partner (77%), children (46%) or other family members (29%). Additionally, 23% expect to receive gifts from friends/acquaintances, and 22% from work colleagues.
In terms of age segments, women between 45-55 years old (60%) and those over 56 years old (68%) more commonly expect gifts from their children.
From their life partners, ladies and young women would like to receive flowers (77%), cosmetics/perfumes (44%), or accessories/jewelry (42%). As a trend, representatives of Generation Z (18-24 years old) are more inclined to desire receiving clothing/shoes (41% vs. 23% total sample).
From their children or other family members, women expect to receive flowers (79%), cosmetics/perfumes (32%), or food products such as sweets, coffee, etc. (23%).
According to the study results, only 16% of women expect to receive a gift from their employer, especially women between 45-55 years old (25%). Ideally, they would like to receive gift cards or coupons from their employer (79%), a day off on March 8th (55%), or an outing in the city/lunch sponsored by the company (33%).
Men intend to allocate a similar budget for their life partners (268 RON) and mothers (257 RON) on the occasion of International Women’s Day
On International Women’s Day, the majority of men are preparing to give gifts to their life partners (81%) and mothers (54%).
32% of men mention daughters, especially those over 56 years old (40%), while only 19% intend to give gifts to female colleagues, mostly those aged between 35-55 years old (24%).
Taking a look at the budget allocated by men for celebrating women, we observe that they intend to allocate a similar budget for their life partners (268 RON) and mothers (257 RON) on the occasion of International Women’s Day.
In terms of financial aspects, the majority of men anticipate allocating a similar budget (60%) or even a larger one (30%) compared to the previous year.
58% of Romanians declare that brands offering various promotions and offers during Women’s Month encourage them to purchase the respective product or service. On the other hand, 37% state that such promotions would not influence their purchasing decision, a sentiment particularly prevalent among men (40% vs. 34% women).
Additionally, campaigns and promotions for International Women’s Day have a positive impact on the image of brands, with 70% of respondents mentioning an improvement in the image of the brands, more so among women (76% vs. 65% men) and young people aged between 18-24 years old (85%)