Alcohol is the most popular gift at Christmas when buying for friends and colleagues, according to new research. Nearly half say they will buy alcohol for their friends or colleagues this festive season, more than any other gifting category, including gift vouchers, food, fragrances and jewellery.
The survey from Teads uncovers the shopping habits of UK consumers at Christmas and indicates a rise in optimism, especially amongst younger generations, with two thirds of 18-34-year-olds anticipating a better Christmas in 2024.
People are also becoming more environmentally conscious, with 85% of UK consumers across all ages saying they would make sustainable choices this Christmas, including reducing the amount of gift packaging and wrapping, shopping locally and spending more on gifts that will last. What’s more, almost a third said they would avoid buying novelty gifts this year.
Sarah Tsirkas, Retail Industry Director at Teads UK, said: “We were fascinated to learn the festive shopping habits of UK consumers, particularly the rise of self-gifting and also the different types of gifts people are most likely to buy their friends, colleagues and family members. The new mood of consumer optimism is great news for brands as we enter the most important retail period in the calendar year. Therefore, how and when they activate their Christmas ad campaigns will be crucial in the battle for consumer attention.”
Simbarashe Shamu, Behavioural Analyst, PBSABA, said: “Media messages of economic improvements and lower inflation trigger spending behaviour, whilst an increasing focus on personal well-being gives a positive signal for self-gifting, making it more socially accepted and widespread.”
Download the 2024 Festive Insights report.