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Gift-giving, a universal practice that promotes happiness, is something we all look forward to throughout the year. This tradition, traced back thousands of years, is not unique to humans. It’s a behaviour we see in the animal kingdom, from penguins who gift pebbles to their partners to chimpanzees sharing food to reinforce and build social bonds.
The research is clear: gift-giving makes us feel good. But what about if we get it wrong? Do men and women give and receive gifts differently? Which region in the UK looks for the best bargains? And how much are we all planning to spend on Christmas gifts this year?
To answer these questions, online gift and flower specialists Bloom & Wild surveyed 500 people across the UK to understand the latest gift-giving trends. The research reveals a rich tapestry of gift-giving habits, with each of us approaching it in our unique way. Businesses should keep this diversity in mind when preparing for Christmas sales this year.
The most wonderful stressful time of the year
Bloom & Wild’s research identified that Christmas is the most stressful time of the year for gift-giving, with just over two in five sharing that they feel pressured and stressed in the lead-up. This research correlates with findings from a 2023 report from the Financial Conduct Authority, which found that 47% of adults in the UK feel pressured to spend above their means during Christmas for loved ones, rising to 64% for those with Children under the age of 18. The FCA research shows a growing concern for households planning to borrow for the festive period, who may be at greater risk of loan fraud.
How much does the UK typically spend on Christmas presents
Within their research, Bloom & Wild wanted to identify how much the UK typically spends on gifts for the festive period. Most respondents Bloom & Wild spoke to highlighted they would spend less than £500. However, the second most popular answer was £200 – £300. Just 6.16% of respondents said they would spend less than £50.
With pressure and stress highlighted as a concern around this period, the online gift and flower retailer wanted to know why some people look for a gift. The research found that gift-givers in Yorkshire, London, and the North East love bargains more than other regions, which suggests that the cost of living and regional salaries play a role here.
The research also indicated that women are the biggest deal hunters, with 21% of women more motivated by discounts and deals, compared to just 11% of men.
The most popular gifts
According to the study, the most popular Christmas gifts across the UK are edible treats, including chocolate, sweets and biscuits. When it comes to selecting a gift, the most important factors when choosing a gift include:
| Answer | Response |
| Quality of the product | 76.94% |
Attractive range of products | 42.15% |
| Personalised / Custom made | 30.62% |
| Ability to customise a gift | 29.42% |
| Gift wrapping options | 27.24% |
Interestingly, the research found that women prefer personalised gifts over men, with 37% of women placing importance on this over just 20% of men.
Bloom & Wild’s research also found that more women than men have pretended to like a present, suggesting that women place greater value on politeness over honesty. 28% of the female respondents the study spoke to admitted to giving their unwanted gift to someone else—let’s hope they changed the name tag first!
Jessica Henderson, Senior Gifting & Lifestyle Category Manager at Bloom & Wild comments on the findings:
“Our recent survey has revealed some fascinating trends in gift-giving. Thoughtfulness remains a key factor, with over half of respondents prioritising sentiment over price. We’ve also noticed interesting patterns in how different demographics approach gifting, from regional preferences to gender differences in personalisation.”
While the festive period can be one of the most profitable for UK businesses, high competition and the cost of living are all factors retailers will have to contend with in 2024. That being said, the tradition of gift-giving at Christmas is one that, for now, is here to stay.
You may also like: 6 Luxury Corporate Gifts For Your Business Partners
Image source: Bloom & Wild
