Top 5 Choices Vary by Age, Gender, And Level of Income or Net Worth

From among more than 16 possible choices, the wealthy selected clothing, gift certificates/money, and books/CDs/DVDs as the top three choices on their wish list for Christmas and Hanukah gifts in a recent survey of the wealthiest 10% of U.S. households.

Women favored gift certificates/money (81%), clothing (46%), and books/CDs/DVDs (33%). Their next two favorites were fine jewelry (29%) and home furnishings (19%). The priorities of men were a little different: gift certificates/money (59%), clothing (55%), books/CDs/DVDs (43%), sports equipment (27%), and home entertainment equipment (25%).

Gift certificates/money were mentioned most often by those with income under $200,000 (84%), income above $200,000 (56%), net worth of $1 to $6 million (70%), net worth above $6 million (53%), ages under 50 (65%), ages 50 to 59 (69%), and over 60 (75%).

Clothing was the second most frequently mentioned gift among all groups (ranging from 46% to 57%). Books/CDs, and DVDs were the third most popular gift, being named by 33% to 50% of all groups).

Rounding out the top five choices for these groups were fine jewelry for those with income under $200,000, those with a net worth of $6 million or more, and those in the 50 to 59 age bracket. Collectibles (antiques, wine, art, etc.) were named by those with income under $200,000, income over $200,000, net worth of $1 to $6 million, and those under 50 and those over 60.

Also in the top five choices were home entertainment equipment (for those with income over $200,000, net worth of $1 to $6 million, and under 50) and sports equipment (for those with net worth above $6 million and the 50 to 59 age group). Photography equipment was among the top five choices for those 60 and over.

These results were obtained from the recently completed Fall 2005