Published on December 3, 2018

“What Women Want” is not only the name of a somewhat controversial Mel Gibson movie, but also the premise of a new survey reporting on women’s buying behavior—and, more pertinent for the holidays, the gifts women want to receive this season. Procrastinating gift givers, pay attention.

Polling over 2,000 women between the ages of 24 and 60, women’s influencer platform SheSpeaks and PR agency Lippe Taylor put together a helpful guide to anyone completely dreading the prospect of holiday shopping. Luckily, the most-desired gift is easy to find: When asked what they most wanted to receive, 67 percent of women surveyed said gift cards.

Ignoring what this says about the trusting nature of people, this stat takes a lot of the guesswork out of shopping. It’s much easier to figure out someone’s favorite store than it is to figure out their favorite item from their favorite store, after all.

Here are the other wish list items, ranked in order of desirability:

  • Clothing and accessories, 56 percent
  • Beauty products, 43 percent
  • Kitchen and small housewares, 36 percent
  • Books, 33 percent
  • Personal technology, 32 percent
  • Travel or experiential gifts, 28 percent
  • Jewelry, 26 percent

Do with this information what you will. While we’re sure your gift recipient will love whatever she receives—despite the overwhelming cliché, it’s the thought that counts—it can’t hurt to have a bit of insight. This is especially true given that the survey found that 55 percent of women regift during the holiday season, with the most common item they’re willing to part with being jewelry.

Though, as always, if you’re feeling stuck, you can’t go wrong with a gift that gives back. ’Tis the season, right?

See more holiday gifting ideas:
Gifts That Truly Show You Care

The Under-$100 Gifts We Secretly Want for Ourselves
16 Gifts You’d Never Guess Are from Ikea

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