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In the volatile times of the Global Financial Crisis (GFC), investors and consumers searched for the safest option for their money. Many of these people believed that deposit products offered them the best possible shelter from the GFC, and as such there was a flourish in the uptake of deposit products; in particular term deposits. Today, in an economic environment plagued by the effects of natural disasters, uncertainty over sovereign European debt and predictions that China will rely on Africa and Latin America for crucial commodities, term deposits are once again a safe haven for investors and consumers. Using historical and current data, this report examines the term deposit phenomenon, identifying the consumers and investors who are most likely to take out term deposits, and determining the product features most important to them. It will also discuss the continued need for banks to fight for term deposit customers and how to market them successfully amid a climate of falling interest rates.