In conjunction with a survey vendor, TD Bank polled more than 1,000 consumers across the U.S. to learn about how Americans feel about gratitude and saying "thank you." The resulting report, the "TD Bank Art of Gratitude Survey," reveals that, while the world may be going digital, 84% of people still prefer an in-person thank you, especially if it's accompanied by a gift.
The study found that people of all ages think a face-to-face thanks is best, leaving the value of a phone call, email and text in the dust. Regardless of how gratitude is expressed, consumers across all age groups agree that appreciation should be conveyed by saying thanks directly to the individual recipient (60%) and personalised (44%).
More than three out of four consumers like when brands demonstrate their appreciation (77%). But today's consumers expect more than a generic email blast or even a written thank-you note. They prefer that brands say thanks in the form of gifts and rewards.
Here's what consumers told TD:
- From millennials to Gen Xers, consumers like freebies (39% and 38%, respectively).
- Only 25% of boomers indicate a preference for freebies.
- Rewards programmes are also a great way to say thanks – with roughly one third of respondents reporting that they prefer their thanks in the form of points or miles.
- An old-fashioned thank-you note has gone the way of dial-up. Only 7% of millennials and 4% of Gen Xers like receiving a written thank-you note from a brand, while email moves the needle for only 3% and 7%, respectively.
Download the report's executive summary here.