Now that we are out of the Halloween season, more focus and attention is now being placed on the next holiday on our calendars, and perhaps one of the most important or more joyous ones: Christmas!
With Christmas at our heels, this means that the time to plan Christmas presents is also upon us. For brands, now is the time to push your marketing and advertising efforts regarding your Christmas campaigns.
So, if you are a business owner looking to capitalise on the festive season A new report has outlined the most popular Christmas gifts that are purchased by consumers in the UK, revealing valuable insights into consumers’ buying preferences when it comes to Christmas gifts.
The most purchased gifts in the UK
According to Clear Channel UK’s report, the most popular Christmas gifts that consumers purchase are:
- Clothing – 35%
- Toys – 27%
- Food and drink – 27%
- Toiletries/cosmetics – 26%
- Gift vouchers/cards – 24%
- Books – 23%
- Jewellery/watches – 13%
- Others – 13%
- Technology – 11%
- Flower and plants – 8%
- Tickets for events – 8%
- Experience days – 7%
- Appliances – 5%
- Household furniture – 3%
- Charity donations 2%
As you can see, clothing tops the list, followed by toys and food and drink. The report further breaks these figures down into the most purchased Christmas gifts by gender and from each city.
In terms of the most purchased gifts by women, the report discovered that:
- Clothing – 43%
- Toiletries/cosmetics – 35%
- Toys – 34%
- Food and drink – 33%
- Books – 29%
Meanwhile, the most purchased gifts by men included:
- Clothing – 28%
- Food and drink – 21%
- Toys – 20%
- Gift vouchers/cards – 19%
- Toiletries/cosmetics – 17%
Both men and women purchase clothing as their top Christmas gift, but their preferences begin to differ after – women tend to buy toiletries and cosmetics, whereas men lean towards food and drink.
The most purchased gifts in several UK cities were also revealed, with clothing being the top choice for all but one city included in the study. Cities involved include Liverpool, Southampton, Bristol, Cardiff, City of Edinburgh, Sheffield, and more.
The results indicate that for the majority of consumers in the mentioned cities, they prefer to purchase clothing as a Christmas present, with the exception of Nottingham where there appears to be an affinity for books as Christmas gifts in the city.
What this means for brands
The findings of this report can be utilised to inform brands of future Christmas advertising campaigns, enabling them to target location-specific consumers and/or gender-specific consumers.
For instance, this report has unveiled that clothing is a popular Christmas gift option for both men and women in a number of UK cities. Clothing brands can use this information to design and execute nationwide advertising campaigns that target both men and women. In the meantime, publishers could target women from Nottingham in campaigns on a local scale.
With an estimated 40% increase in the amount of money that Brits will spend on Christmas gifts this year compared to last year, now is the time to be more proactive in your marketing efforts.