Gift-giving trends
What do Britons prefer this year?


of Britons say their gifting budget has decreased this year amid the pandemic


of Britons say their preference for gift cards for gifting purpose has increased this year


of Britons have purchased gift cards from businesses to support them amid COVID-19

After an initial slump, the gifting industry picked up the pace as people increasingly turned online for their purchases amid the pandemic. This report delves into the new gifting trends that may have emerged as the lockdowns and restrictions forced people to go for other alternatives. Businesses can leverage this data in their decision making.

The COVID-19 pandemic and the subsequent lockdown has resulted in a major shift in the gifting industry as online shopping, self-gifting, and health and wellness-related purchases took precedence. The trend is also likely to reflect on holiday sales this year, now that the UK government has allowed socializing and family gatherings around Christmas. Amid the many shifts, how has the gift-giving trend changed this year? Piplsay polled 3055 Britons nationwide to get some insights. Here is a summary of what we found:

Other Insights

  • 53% of women have reduced their gifting budget this year as compared to 47% of men
  • 42% of Millennials have preferred giving gifts cards this year as compared to 29% each of Gen Zers and Gen Xers
  • 62% of Gen Xers and 66% of Millennials have bought gifts cards from their favorite outlets to support them amid the pandemic

Survey Methodology: This Piplsay survey (powered by Market Cube) was conducted nationwide in the UK from December 8-10, 2020. We received 3055 online responses from individuals aged 18 years and older.

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