The holiday season is a time of joy, celebration, and gift-giving. During this festive time, we’ve all seen the iconic marketing image of a brand-new car adorned with a giant red bow waiting in the driveway as a surprise gift. We wondered just how often this dream becomes a reality for everyday Americans — is receiving a car for the holidays just a marketing fantasy or a cherished tradition? We surveyed over 1,000 Americans to understand the sentiments, aspirations, and practical aspects of this extravagant gift-giving practice.
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Gift or Fantasy? Holiday Car Giving Unwrapped
Extreme Terrain Staff
/ Nov 13 2023
Key Takeaways
- 44% of Americans wish for a car gift this year, with Toyota as the top pick.
- 50% of those wanting a gifted car prefer an electric vehicle (EV), signaling a strong eco-conscious shift in vehicle desires.
- Americans planning to buy a car this holiday season are eyeing Toyotas the most (43%).
- Only one-third of people in relationships would trust a partner to buy a car for them as a surprise gift.
- 34% of survey respondents have bought a car during the holiday season, with nearly 1 in 10 feeling buyer’s remorse.
Gifting Dreams on Four Wheels
The holiday season is synonymous with grand gestures of giving. To gauge the extent of automotive aspirations during this time, we explored people’s feelings on car gifting.
Key Takeaways
- While only 5% of Americans have received a car as a holiday gift, the desire for one remains strong.
- The holiday season inspires 36% to dream of gifting a car to someone special and 44% to be gifted one themselves.
- Parents are the most common car gift-givers (57%), followed by significant others (22%) and grandparents (11%).
- Toyota (42%) and Honda (30%) top America’s wish lists, reflecting a preference for reliable brands. Tesla and Mercedes-Benz each have a 28% following for those who seek luxury and the latest car technology.
- Among those wanting a gifted car, environmental concerns have 50% preferring electric vehicles and 39% opting for SUVs, emphasizing a shift towards eco-friendly and versatile options.
- Opinions on letting a partner choose a car gift vary: 43% want some involvement in the decision, 33% trust their partner completely, and 27% prefer to choose on their own.
- A substantial 42% worry about the financial impact of their partner surprising them with a car.
Holiday Car Shopping
Moving past the ribbon-wrapped idealism, let’s explore the more tangible aspects of buying a car during the holiday season.
Key Takeaways
- 34% of respondents have bought a car during the holiday season, which can be a great time to capitalize on year-end deals.
- While most are satisfied with their holiday car purchases, nearly 1 in 10 experience buyer’s remorse: 52% exceeded their budget, 35% felt pressured by sales tactics, and 26% found the vehicle doesn’t meet their expectations.
- Gas-powered cars still hold a 36% preference among potential buyers, suggesting familiarity and affordability trump the buzz around electric vehicles.
- 1 in 4 considering buying a car this holiday favor SUVs, likely for their versatility in both travel and daily use.
- Top-considered car brands this year are Toyota (43%), Honda (42%), and Ford (28%), aligning with dream gift preferences, highlighting a strong preference for reliability.
Bridging Dreams and Budgets
While the idea of receiving a car as a holiday gift might seem like a dream for many, the reality is more nuanced and requires various considerations. From the cherished act of handing down cars within families to the practicality of purchasing used vehicles, and even the aspiration of saving for a brand new car when the budget allows, holiday car shopping weaves together a blend of dreams and pragmatism. Trust, communication, and the desire for both reliability and modern luxury underpin these decisions, mirroring the festive season’s balance of heart and practicality.
Methodology
We surveyed 1,004 Americans about gifting a car for the holidays. Participants comprised 46% men, 52% women, and 2% non-binary individuals. In terms of generational representation, 11% were Gen Z, 51% millennials, 26% Gen X, and 12% baby boomers. Additionally, 62% were in various forms of romantic relationships, either in a relationship, living together, in a relationship but not living together, married, or engaged.
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Fair Use Statement
Should you find this exploration of holiday car gifting interesting, and wish to share our research with others, we encourage you to do so for noncommercial purposes only. But please provide a link to this page, allowing readers to access the full scope of our findings.