The Giftware Association has launched a new Quarterly Pulse Survey called Giftware Unwrapped, designed to “give the UK gift and home industry a stronger, clearer and more timely voice during an increasingly complex trading landscape”.
The aim of the survey is to capture real-time insight into trading conditions across the sector, providing regular, sector-specific intelligence on key areas including trading performance, buyer behaviour, cost pressures, confidence levels, and future outlooks.
The Giftware Association said: “We feel that this initiative reflects the fast-moving, seasonal and often unpredictable environment in which gift and home businesses now operate. As they continue to navigate inflationary pressures, cautious consumer spending, and evolving buying patterns, we believe more frequent, real-world insight is essential to truly understand how the sector is performing and where support is most needed.”
Gemma Sault, managing director of The Giftware Association, added: “This Quarterly Pulse allows us to move beyond hindsight and into foresight. It enables us to spot emerging trends early, respond more effectively to challenges, and ensure the industry’s voice is backed by robust, up-to-date evidence.”
Each survey will take no more than 10 minutes to complete, offering a concise but powerful snapshot of sentiment across the industry. Core indicators will be tracked consistently, while questions can adapt quarter by quarter to reflect emerging issues, market shifts and evolving business priorities.
Findings will be shared with participating members through clear, anonymised summaries and will directly inform the Association’s member support, communications, events and resources. The data will also play a central role in strengthening the Giftware Association’s advocacy and media activity, equipping it with credible evidence to engage more effectively with government, stakeholders and industry partners, particularly with the Genesis Initiative, which will give members greater representation,
The Quarterly Pulse Survey will launch as a 12-month pilot, with findings tracked over time to identify trends and monitor shifts in sentiment, to support more informed decision-making across the industry.
In launching the survey, The Giftware Association reinforces its commitment to listening to its members and turning insight into action for the benefit of the wider gift and home community.
Survey Link: https://fs27.formsite.com/z9XWjT/z6uykarx6e/index
Participants have until May 15 to complete the survey, with results published and shared at the beginning of June.
