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Nov 25, 2020
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Self-gifting to grow this Christmas, fashion and beauty strong - survey

Published
Nov 25, 2020

Looking after number-one. After a tough 2020, almost a quarter of UK adults plan to treat themselves to a present this Christmas, with fashion and beauty high on the list of self-gifting.


Self-gifting at Christmas to grow after tough year


Many feel they simply deserve to treat themselves, according to a study by Milton Keynes mall centre:mk, with 22% preferring to buy something for themselves rather than asking others to buy it as a gift. On the flip-side, almost a third (29%) aren’t expecting to receive many gifts from others.

In a boost to fashion retailers, the poll of 2,000 Britons found the top self-gifting choice for 15% of adults is new clothes "to boost their mood".

Meanwhile, beauty and wellbeing products also featured high on the list. Following a stressful 2020, 14% plan to buy more wellbeing gifts this year. The most popular gifts include perfume or aftershave, candles and skincare. Some 10% of consumers are also looking to treat themselves to new make-up.

Almost a third of respondents feel that Christmas is more important to them than ever this year, so will be putting more thought into the presents they buy for others Some 20% are looking to spend more time choosing personal gifts.

The research also found that the average adult plans to buy Christmas presents for eight people. Some 61% will be buying a present for their partner, 51% for their children, 49% for their mums and 38% for their dads. However, unfortunate uncles, colleagues and even grandparents look likely to go without this year.

It also emerged that despite the financial worries caused by the pandemic, the total amount people plan to spend on all gifts has only fallen by £11 this year. An average of £347 will be spent, compared to £358 in 2019.

Meanwhile, more than half of those polled have already started their overall festive shopping and 26% started earlier than they usually would. An organised 16% hope to finish their gift buying as early as four weeks before the big day with a completion date of 27 November, while 21% realistically plan to complete it with just one week to spare (18 December).

Kim Priest, head of Marketing at centre:mk, said: “This self-gifting trend will bring positivity to many who feel they deserve a treat as they have indulged less during this extraordinary year.

"Our research also reveals that [while] the number of people that individuals plan to buy for hasn’t greatly changed, nor the amount they spend, the effort and thought going into gifts has as people are feeling more emotional about Christmas this year than ever before”.

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