Nothing ruins a holiday surprise like a compromised hiding spot. In a new survey from Buick, 60 percent of the U.S. parents polled had a holiday surprise ruined because a child or significant other discovered where they’d hid the gift. And many of those parents would consider using their cars to help avoid future gift-giving disappointment.
Buick worked with The Harris Poll to ask 1,000 U.S. parents how they could use their vehicles during the holidays as a helpful tool. Here are some key findings:
- 82 percent try to find new places to hide holiday gifts every year.
- 79 percent say that hidden storage compartments in vehicles are clever hiding spots.
- 25 percent have used a friend or family member’s vehicle for holiday shopping because it had more storage or space for gifts.
- 23 percent have paid to ship gifts because they didn’t have space to transport them.
- Of those who hadn’t used their vehicle as a hiding place before, 60 percent said they would if their vehicle had more storage.
Buick in-vehicle storage compartments
With more than 3.75 cubic feet of hidden storage compartments throughout its interior, the new 2019 Buick Enclave has enough space to conceal plenty of Amazon’s 2018 Top Toys. Between the rear underfloor cargo space (3.1 cubic feet all on its own), a center console with a removeable false floor and the glove box, there is enough space to hide gifts large and small this holiday season.
Use your Buick for Amazon Key In-Car Delivery1
Getting presents to their hiding spots can also be tricky. Nearly three-quarters (72 percent) of parents who have gifts delivered to their homes said they plan their day around when the delivery is expected in order to keep it a surprise. Most new Buicks offer Amazon Key In-Car Delivery, which allows Amazon Prime members with an active connected services account and Owner Center login to have eligible packages delivered directly to their Buick vehicle parked in a publicly accessible area, such as a driveway, a surface parking lot or on-street parking. No more waiting at home for deliveries—your car can be your best new hiding spot.
This survey was conducted online within the United States by The Harris Poll on behalf of Buick between October 18 and October 25, 2018, among 1,000 adults ages 18+ who are the parent of a child under the age of 18 and own or lease a vehicle. Results were weighted to Census targets for education, age/gender, race/ethnicity, region and household income. Propensity score weighting was also used to adjust for respondents’ propensity to be online. No estimates of theoretical sampling error can be calculated; a full methodology is available. For complete research methods, including subgroup sample sizes and weighted variables, contact Arianna Kughn at firstname.lastname@example.org
With one of the freshest lineups in the industry, Buick has found success offering premium SUVs and cars with sculptural designs, refined performance, modern interiors and thoughtful personal technologies. Buick’s award-winning customer service and sales experience, along with the new Avenir trim, the highest expression of Buick luxury, are attracting new buyers to experience Buick’s unique approach to attainable luxury. More information about Buick vehicles is available at buick.com.
About The Harris Poll
The Harris Poll is one of the longest running surveys in the U.S. tracking public opinion, motivations and social sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. Learn more at www.theharrispoll.com and follow The Harris Poll on Twitter (@HarrisPoll).
1The app is available for free download on iOS and Android. Compatible device and device data connection is required. Service availability, features and functionality are subject to limitations and vary by vehicle, device, location and the manufacturer’s service plan. Amazon Key In-Car Delivery is available for Prime members in 37 cities and surrounding areas with supported vehicles. To learn more about Amazon Key, and to check if you are in a eligible city, visit Amazon.com/keyincar.
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