Food, beverage experiences top 'intangible gifts' this holiday season

Food and beverage experiences topped the list of "intangible gifts" that consumers plan to purchase this holiday season, according to a recent survey by the NPD Group. Asked which type of gift they plan to purchase, nearly half (48 percent) of consumers chose food and beverage experiences from a list of 10 gifts. 

Food and beverage gifts — which include dining out, wine tastings and food festivals — led the second most popular expenditure, tickets to an event, such as a sporting event, concert or theatrical event, by more than 10 percentage points.

Spa certificates, such as manicures, massages and facials, was a close third at 31 percent.

Travel certificates came in fourth place at 23 percent, followed by interactive experiences such as interactive theater, "escape the room" and murder mystery dinners, which came in fifth place at 12 percent.

Gym memberships and fitness classes tied with tours — such as walking and sightseeing — and adventure experiences, such as race driving and scuba diving, for sixth place at 11 percent.

Educational and enrichment experiences like cooking, pottery and dance classes was seventh place at 10 percent while certificates to experience dedicated websites like and was last at 7 percent.

Topics: Customer Service / Experience, Food Trucks

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