Research shows that we may be getting things wrong, with a recent Censuswide survey discovering that 1 in 5 Brits have had to resort to donating unwanted presents to charity. And, with the average UK adult reportedly spending upwards of £400 buying 32 gifts each year, missing the mark could be costly - especially in times when every penny counts.
In recent years, experiences and non-conventional gifts have trended. Virgin Experience Days reported an 83% search increase in 2022 following a rise in interest post-pandemic. But could we be beginning to see more traditional options make a comeback? Letterbox flowers are already experiencing an average of 24k monthly searches in the UK alone, compared to 11k monthly searches for experience gifts.
So, what kind of presents should we be adding to our Christmas shopping lists? We spoke to over one thousand people across the UK to find out.
The Gifts We Love To Give
Breaking Down The Results
Asking the nation which kinds of gifts they most often purchase for their loved ones revealed that Brits are still opting for more traditional choices. Coming in on top we have money or gift vouchers, which over half (50.4%) of our survey respondents choose to give. Over a quarter (28.5%) of participants also revealed they give flowers as gifts, whilst 20.6% give wine.
|
Money or vouchers |
|
Flowers |
|
Wine |
|
Food |
|
Clothing |
|
An experience |
|
Fragrance |
|
Jewellery |
|
Electronic items |
|
Coffee or tea |
|
50.4% |
|
28.5% |
|
20.6% |
|
15.2% |
|
14.7% |
|
13.7% |
|
13.3% |
|
12.6% |
|
5.2% |
|
4.4% |
Getting More Granular
With flowers such a popular item to gift, outdated stereotypes may have you believe that this is typically males purchasing for the women in their lives. But actually, we found that 10% more women than men frequently give flowers as gifts. Our research also found that:
- Twice as many women choose to give experiences as gifts compared to men.
- Flowers are most common to be given by those in a civil partnership (66.6%) and are least likely to be given by people who are separated (22.2%).
- Food-based presents were the top choice for vegans (28.5%), followed by fragrance (28.5%), and wine (14.2%).
- Flowers and fragrances are mostly given by bird owners (36% and 20% respectively) whilst 3 times as many dog owners gift clothing compared to those who have rodents as pets (18.1% compared to 6.6%).
- Don’t expect to receive experiences from older family members, as only 6.3% of over 65’s stated they frequently gift them, compared to three-quarters of 18-24-year-olds (75%).
- 25-34-year-olds are more than twice as likely to give you flowers or wine (25.8%) for your special occasion than fragrance, jewellery, or clothing (12%).
The Gifts We Love To Receive
Breaking Down The Results
So, how do the items most frequently given as gifts compare to what Brits really want to receive? Well, it seems like we’re doing something right, as also topping the list for receiving is money/vouchers at 58.3%. Likewise, flowers remain a popular gift to receive with over a quarter (27.4%) of participants hoping to be given a bouquet or floral present this year.
However, experiences have also made their way into the top 3 here, with 29.4% of people wanting to receive them as a gift, despite only 13.7% of people actually choosing to give experiences as presents. Similarly, over a quarter of our respondents stated they would like to receive fragrance as a gift, whilst only 13.3% of people typically purchase fragrance for gifting.
The Gift
The Percentage Of Respondents Who Would Be Most Happy To Receive The Item As A Gift Themselves
|
Money or vouchers |
|
An experience |
|
Flowers |
|
Fragrance |
|
Wine |
|
Jewellery |
|
Food |
|
Clothing |
|
Electronic items |
|
Coffee or tea |
|
58.3% |
|
29.4% |
|
27.4% |
|
26.8% |
|
22.8% |
|
22.6% |
|
21% |
|
19.8% |
|
15.8% |
|
11.5% |
Regional Breakdown
Where in the nation are these gifts most popular? We took a deep dive to find out where the flower-fanatics, wine-lovers and foodies, to name a few, are based.
The gift
Where It’s Most Commonly Given
Where It’s Most Favourably Received
|
Money or vouchers |
|
An experience |
|
Flowers |
|
Fragrance |
|
Wine |
|
Jewellery |
|
Food |
|
Clothing |
|
Electronic items |
|
Coffee or tea |
|
West Midlands |
|
London |
|
East of England |
|
North East |
|
Yorkshire and the Humber |
|
London |
|
South West |
|
North East |
|
Yorkshire and the Humber |
|
South West |
|
East of England |
|
Yorkshire and the Humber |
|
South East |
|
South East |
|
London |
|
East of England |
|
London |
|
East of England |
|
Yorkshire and the Humber |
|
West Midlands |
Taking a look at the data, we can see some trends start to emerge. People in the South West love to gift food-based items, with food and coffee or tea most commonly given as gifts here. Similarly, Londoners love to receive wine and food - suggesting consumables are preferred!
Head to the East of England to find those most often giving flowers as gifts, whilst people in the South East would most like to receive them.
Our Suggestions For Floral Gifting
With the popularity of floral gifts for both giving and receiving, we’ve put together some of our top picks for choosing the best gifts for your friends, family and partners. From a chic and stylish pampas grass arrangement to a romantic soft pink bouquet, or a carefully chosen bunch, there are lots of different ways to give your loved ones a flower-focused gift!
Top Picks For Friends
"Chic and on-trend interior accents such as pampas grass make a great choice for gifting to friends as they do more than just adorn a space – they breathe life, warmth, and style into it”, Kate begins. “Often in neutral colours, pampas is a good all-rounder that will be suited to many rooms and interior styles. A carefully chosen pampas grass arrangement will transform a space, adding a touch of natural beauty and an enduring reminder of your friendship”
Houseplants are also a classic gift, but for that friend who always manages to unintentionally part ways with their plants, why not consider opting for faux? “Artificial plants bring nature indoors, with no watering or TLC required. Something that will be much appreciated by those pals with busy schedules”.
Top Picks For Family
In the art of gift-giving to family, love and care take centre stage. As Kate suggests, "Consider pairing a stunning new vase with vibrant floral arrangements; it's like a ready-made masterpiece for their home."
“Carefully chosen blooms, from the delicate charm of Calocephalus, the vibrant hues of chrysanthemums, to the dramatic beauty of dahlias, will bring both style and the warmth of nature to their living space. Opting for flowers you know are a favourite or have sentimental value will also add a personal touch. It's a gift that combines aesthetics and sentiment, making their home even more inviting and beautiful", Kate emphasises.
Top Picks For Partners
"Gift-giving to a partner is an art that reflects our love and thoughtfulness," notes Kate. "When it comes to selecting the perfect gift, I actually often turn to dried flower bouquets." According to her, "The most popular selections often feature multi-coloured bouquets and romantic pink options. These types of floral arrangements offer a wonderful blend of versatility and charm, making them a fantastic choice for expressing affection."
Making The Sustainable Choice
With over 81% of Brits reportedly making lifestyle changes in an effort to be more sustainable, it is also worth considering the carbon footprint of your gift.
The carbon footprint of flowers can add up when you take into account the process of growing and storing to importing and transporting. This is why options such as dried or preserved flowers can be a more sustainable choice in the long run, elongating the lifespan of any one bouquet. Alternatively, artificial flowers are also an option to consider, which can be enjoyed year-round. And, levels of quality and realism have become much higher in recent years, meaning a high-quality bunch can be easily mistaken for the real thing!
What We Discovered
Maybe we need to think back inside the box, as traditional gifts such as flowers and money/vouchers are still just as popular with Brits compared to less conventional options. Here’s what we discovered:
- Letterbox flowers are already experiencing an average of 24k monthly searches in the UK alone, compared to 11k monthly searches for experience gifts.
- The top gifts most often given by UK shoppers are money/vouchers (50.4%), flowers (28.5%), and wine (20.6%).
- Similarly, the presents we most want to receive are money/vouchers (58.3%) and flowers (27.4%), whilst experiences (29.4%) replace wine in the top 3.
- Flowers are most commonly given in the East of England, whilst people in the South East would most like to receive them.
Check out our full curated range of gifting products here, including ready-made floral buckets, ceramics, and artificial plants.
Our research was conducted throughout September 2023, with the survey being distributed to 1,068 people across the UK. When breaking down regional data, only English regions were accounted for to ensure a reliable sample size. Search data was analysed using Ahrefs.
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