Emily Kavanagh
Head of Marketing & Partnerships
As the holidays approach, consumers dive headfirst into the joyous gift-giving ritual. This season, we surveyed 324 people across the UK to uncover their gifting habits and preferences. From budgets to barriers, we unwrap what makes gift shoppers tick and how you can ‘sleigh’ the festive gifting game.
‘Tis the season for spending
44% of UK consumers purchase more than 10 Christmas presents each year, showing just how much the festive spirit drives gifting. Meanwhile, 26% buy 3-5 gifts, and 24% purchase 6-10. Only 6% purchase 1-2 gifts. The majority (41%) budget £20-£50 per gift, with 1 in 5 willing to spend over £100, reflecting a balance between generosity and practicality.
When do shoppers start their holiday haul? 30% begin in early December, while 25% kick off in late November - likely influenced by Black Friday and Cyber Week sales. Surprisingly only 6% leave it to the last minute, indicating a thoughtful and organised approach to these purchases.
Clicks vs. bricks: Where are consumers shopping for holiday gifts?
The age-old debate between online and in-store shopping is particularly prominent during the lead-up to the holidays. While 57% of UK consumers are omnichannel shoppers, 28% exclusively shop online, and 15% favour in-store shopping. However, when asked where they shop most, 86% mention online marketplaces like Amazon and eBay, and 63% mention high-street retailers. Department stores (25%) and independent shops (24%) trail behind.
Regarding gift discovery, 65% rely on online searches, while 62% turn to family and friends’ recommendations. Social media plays a growing role, influencing 46% of shoppers - beating traditional advertising at 30%.
Physical gifts are what shoppers love...actually
UK shoppers are traditionalists at heart when it comes to festive gifting: 88% prefer giving physical gifts, overshadowing experiences (31%) and digital products (20%). Popular categories include clothing (71%), beauty products (60%), food and beverages (55%), toys (51%), and electronics (50%).
Subscription gifts are divisive: 42% avoid them while 25% are open to them. Practicality (29%), long-term enjoyment (22%), and continuous value (24%) are their top appeals for these.
“I prefer giving physical presents over subscriptions because they are more tangible, show effort in selection, and allow me to see the recipient's reaction when they open the gift, which I find more meaningful.” (Male, 38)
Promotions & personalisation are the ultimate gifting drivers
Recipient preferences (65%) and price (54%) are the top drivers of gift purchases. Surprisingly, trends and popularity (6%) and aesthetics and packaging (2%) hold little sway, reinforcing the theme of a practical approach to holiday spending.
Promotions and discounts also play a pivotal role with 69% of consumers influenced by festive deals. Similarly, 62% show interest in personalised gifts, proving that tailored touches resonate strongly. As for limited-edition holiday products, the response is mixed with 14% finding them very appealing, 30% are somewhat interested, 31% remain neutral, and 25% aren't bothered with them.
The gifting grind: What fuels shoppers festive frustrations?
The biggest frustrations for UK Christmas gift shoppers include:
- Out-of-stock items (40%)
- High prices (29%)
- Crowded stores (28%)
Other less relevant pain points include a lack of unique gifts (17%) and long queues (13%). These align with the respondents’ suggestions about how the festive shopping experience could be improved, where better discounts (37%) and increased stock availability (28%) were the top recommendations. Additional suggestions included more staff during busy periods (13%), creating a festive atmosphere (8%), extending store opening hours (8%) and free or reduced delivery costs (6%).
Who’s the hardest to shop for? Dads take the crown (32%), followed by moms (23%). In contrast, bosses (5%) and colleagues (6%) are considered relatively easy to shop for, as are sons, daughters, and cousins, who were mentioned the least. To ease this consumer challenge, brands should position their products as the perfect gift solutions for parents, helping shoppers find the ideal presents while driving sales.
New traditions: How holiday gifting habits have shifted
38% cite tighter budgets, while another 38% say nothing has changed this year. However, 22% started shopping earlier, and 17% are leaning more toward online platforms. Interestingly, only 2% have embraced second-hand gifting, revealing limited traction for this sustainable alternative.
“I now shop more online using buy now pay later apps because the cost of living crisis has made it difficult to afford presents for everyone otherwise." (Female, 24)
“Due to the cost of living crisis, my budget for Christmas presents has been smaller this year, leading me to choose less expensive but more thoughtful gifts.” (Male, 63)
“I have returned to shopping in-store more frequently because I appreciate seeing the items firsthand, ensuring quality and size, finding good deals, and supporting local shops.” (Male, 38)
Thoughtfulness is key to 'sleigh'ing festive gifting
So when we turn our attention to recipients - what makes a gift extra special to consumers? The secret to a memorable Christmas gift lies in thoughtfulness. 57% of respondents value personalised presents, while 47% appreciate effort and care. Notably, handmade gifts (4%) hold less appeal than anticipated, as shoppers lean toward polished personalisation over DIY charm.
“A Christmas present feels truly special when it is thoughtfully chosen, relevant to the recipient, personalised, nostalgic, and beautifully wrapped.” (Female, 58)
"A Christmas present feels truly special when it shows thoughtfulness and includes something that is a treat for me, like my favourite hot chocolate, perfume, or face mask, making me feel special." (Female, 37)
Top unprompted wish-list brands include Nike (14%) and Apple (12%). Meanwhile, luxury beauty (48%) tops the list of items people prefer to wait to receive as a gift rather than buy for themselves.
F&B Spotlight: Snacks and sips that make spirits bright 🍫 ☕️
For a quick and easy crowd-pleaser, selection boxes reign supreme (42%) as the top Christmas snack. As for beverages, favourite festive drinks include hot chocolate (30%), Baileys Irish Cream (16%), mulled wine (9%) and prosecco (7%).
That's a wrap on our 'The Buzz' newsletters for this year. You can catch up on all of our 2024 editions in our newsletter bank here. Stay tuned in 2025 for your monthly dose of consumer-centric insights 🐝
In the meantime, Happy Holidays and New Year from the team here at Streetbees ✨
We collect all of the insights for these newsletters with our consumer behaviour platform SBX. Interested in surfacing your own high-quality insights at speed? Get in touch here to learn more about the platform.
