Graduation season is more than just caps, gowns, and diplomas—it’s a time when friends and family come together to celebrate academic achievements, often with thoughtful gifts in hand. Whether it’s high school, college, or even graduate school, these milestone moments translate into real retail opportunity. Here’s a look at key consumer trends around graduation—and how you can tailor your marketing to boost engagement and sales.
Key Insights on Graduation Gift Spending
- Billions in Spending: Graduation gifting continues to be a major annual retail event, with total consumer spending exceeding $6 billion. It’s a significant moment in the gifting calendar, often on par with holidays like Mother’s Day or Valentine’s Day.
- Cash Is Still #1: Monetary gifts remain the most popular option, especially for high school and college graduates preparing for their next steps. However, many consumers are seeking more thoughtful or creative ways to package and present that cash.
- Personalized Gifts Stand Out: Shoppers are increasingly drawn to gifts that feel unique and meaningful. Personal touches—like custom engravings, heartfelt messages, or photo-based keepsakes—can elevate even the simplest items into cherished mementos.
Marketing Tips to Capture Graduation Shoppers
- Offer Personalized Options
Graduation is a deeply personal milestone, so offering customizable products—like engraved items, photo gifts, or monogrammed keepsakes—adds emotional value to purchases. - Bundle for Convenience
Not everyone knows what to buy. Curated gift bundles or graduation-themed boxes can take the guesswork out of gifting and boost average order value. - Get Creative with Cash Gifts
Since many shoppers will opt to give money, offer products that enhance the presentation—think decorative money holders, greeting cards with built-in gift pockets, or clever packaging ideas. - Start Early and Incentivize
Encourage early purchases with limited-time discounts or free personalization. Highlight shipping cutoffs to create urgency and avoid last-minute shoppers slipping away.
Graduation season is here—and so is the opportunity to turn gift-givers into buyers. Cybba helps you reach them with personalized, timely campaigns that drive results. Ready to get started? Let's chat! ➡️
Source: https://nrf.com/research-insights/holiday-data-and-trends/graduation
