London, 27 October 2021 –
- Having emerged out of lockdown earlier this year, more socialising sees fashion as the most wanted gift category (36%).
- Debit cards and cash are the preferred method of payment for Christmas gifts this year as Brits seek to avoid a financial hangover at the start of 2022.
- 67% will retain a similar gift budget this year, with 11% looking to splash out for their loved ones.
- Online shopping is gaining momentum, with 41% intending to increase online gift purchases.
According to new research conducted by global data and insights company, Pureprofile Limited (ASX: PPL), Christmas in the UK looks set to be beautiful and bright with 51% keenly anticipating the festive season and 40% looking to shower their loved ones with shoes and clothing.
After polling a nationally representative sample of over 1000 panel members, Pureprofile’s 2021 Christmas report revealed that Britons are not only warming up to the season, but also shopping strategically, with the new year in sight.
Gifting
In light of the return to socialising, the UK is looking forward to gifting (40%) and receiving (36%) apparel, making fashion the number one most wanted gift category in 2021. Jewellery is seeing a strong growth with 21% hoping to receive jewellery (up from 16% in 2020). 30% are also anticipating gifts of cosmetics, skin care and fragrance.
Competing categories include toys and gift cards. As families are more likely to reconnect physically this year, purchasing toys as gifts has increased, with 30% looking to purchase toys this festive season, a rise from 24% in 2020. The flexibility that gift cards and money offers has also retained their perennially popularity with 34% aiming to give and 28% hoping to receive gift cards this year.
Budgeting and Planning
Despite a challenging year, the country appears determined not to let it dampen their celebrations. 67% remain resilient to the impact of the pandemic on their gifting plans, while 11% plan to spend more than ever and spoil their loved ones, up from 6% last year.
Brits are, however, strategic in their buying to avoid debt in the new year, with the most popular form of payment being debit cards and cash: 62% are looking to pay with debit cards and 46% will pay with cash. Only 37% are planning to use a credit card and just 7% will use buy-now-pay-later services.
Pureprofile’s Managing Director UK & US, Tim Potter, said: “It is interesting to see UK consumers opting for more traditional methods of payment, especially with buy now, pay later services on the rise. This result showcases Britons’ cautious attitude towards debt and the pursuit for a clean financial slate in the coming year.”
Perhaps driven by disruptions to supply chains as a result of driver shortages and stories of panic buying, the intention to purchase gifts earlier is greater than last year – 26% will begin shopping in October (vs 22% in 2020) and 31% will begin in November (consistent with 2020 figures). Last-minute Christmas shopping in December is down from 23% in 2020 to 4% in 2021.
Online shopping is gaining momentum, with 41% intending to increase online gift purchases and with just 7% of people returning to in-store shopping this year, it appears that the diversion to online shopping might be permanent.
Celebrating the Holiday
With some travel restrictions still in place, 50% of Brits expect to celebrate Christmas virtually. However, this is doing little to hinder the excitement for the holidays with 61% intending to celebrate Christmas in their usual way and 11% planning to decorate more than usual. Only 7% will be scaling back decorations this year.
– ENDS –
About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Tim Potter for Pureprofile
tim.potter@pureprofile.com
M: +44 (0)783 3702 450
