Lori L. Mavrigian

Managing Editor

Since joining Modern Tire Dealer in 1979, Lori Mavrigian has held several key positions leading to her current title as managing editor. In addition to handling the day-to-day operations of magazine production, Lori writes features, contributes photography and is in charge of several of the magazines departments. She also works with the magazine's National Advisory Council for the exclusive Ludwig Report surveys. She earned a B.A. in Mass Media-Communications from the University of Akron.

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Tire store gift certificates make great stocking stuffers

By: Lori L. Mavrigian

I read a blog recently by some guy who was criticizing a tire company’s radio ad which suggested that gift certificates for its tire stores make great stocking stuffers. “Not even close,” he said, “by a country mile.”

He suggested “candy and trinkets” were better choices.

That’s nonsense. If he would just think about it, what better way is there to tell someone that you care about their welfare than a gift certificate to a tire store? (Much better than the yearly toothbrush!)

He needs to look at the numbers. The AAA is projecting 92.3 million Americans will travel at least 50 miles during the year-end holiday travel period, defined as Thursday, Dec. 23, 2010, to Sunday, Jan. 2, 2011. That’s an increase of 3.1% from the 89.5 million who traveled a year ago. 

According to a survey of traveler intentions, the average distance traveled by Americans during the year-end holidays is expected to be 1,052 miles, which is 33% more than last year’s average travel distance of 791 miles.

Approximately 85.7 million people (93% of all holiday travelers) will drive to their year-end holidays destinations. That represents a 3.2% increase from the 83 million who drove last year. AAA notes that air travel is expected to increase, too, by 2.8%.

“AAA has observed an upward trend in five consecutive holiday surveys this year,” says Jim Lehman, executive vice president, AAA East Central. “Last year was a challenging one for the travel industry. A modestly improved economy, pent-up demand and the strong tradition of celebrating holidays surrounded by friends and family are a few factors contributing to this year’s increase,” he adds. 

With driving miles up, people will need to pay attention to their tires, which are, after all, a key ingredient to getting them to their destinations safely.

AAA is predicting that median spending this holiday season is expected to be $694, compared to $670 a year ago.

Hopefully, some of that will be on gift certificates for tire stores!

Related Topics: Gift certificates, Stocking stuffers