Gifting Trends this Christmas
Christmas gifting can be a minefield.
When you’re a brand or business looking to connect with buyers, you need to start planning ahead.
Waiting until November might see you missing the boat.
But we’ve got you covered, with some hints, tips and trends to kick start your festive thinking:
- Sustainable and Second Hand: According to YouGov, 55% of Britons would be happy receiving a second hand gift, but only 21% would be happy to give one. As economic uncertainty bites and buyers look to be more sustainable, we could see 2025 become a pre-loved Christmas. With online platforms such as Vinted consistently growing in popularity, looking for a sustainable way to shop this Christmas, is likely to mean buying second hand.
2. Don’t forget Q5: The post-Christmas period can be just as fruitful for brands, as self-care gifts, those looking for a bargain in the sales and buyers looking for inspiration are all searching, according to research from Tik Tok. It’s not just the traditional retail categories that see a boost; fitness, finance and gaming have seen increasing traction on the app as buyers start to plan ahead for the new year and beyond.
We have to be mindful that Tik Tok continues to grow as a search engine, especially for younger buyers, looking for inspiration and excitement across the festive season.
3. The Tik Tok Haul: Speaking of Tik Tok, it’s difficult to scroll through the app during December without seeing the barrage of Christmas haul videos. According to The Times, there were over 300,000 posts under the hashtags, ‘ChristmasHaul’ and ‘ChristmasWishlist.’
Although there is desire for brands to be featured across a haul, the initial connection has to be with the buyer. Brands should be considering how they can reach parents, grandparents and older relatives, not just the haulers. This could help make the difference between staying on the wish-list and being in the haul.
4. The Experience Economy: Younger buyers continue to drive the desire for experiences over things. Research from Barclays noted that spending on experiences over physical items boosts happiness. Buyers are looking for ways to spend time with family and friends or create memories.
Rather than lots of big presents to rip open, people might want tickets, passes or time to spend doing things that bring them some joy. We can also create experiences through the purchase of physical items. How are we using store experiences to make buying something a joy over the festive season?
So, to win at gifting this Christmas just remember the following:
- Think pre-loved for gifts that are meaningful and sustainable. Your friends and family will love it.
- Don’t forget that gifting goes beyond Christmas. Think self-care and self-gifting in Q5.
- Appealing to buyers is crucial, and starting early is key. How can you plant the seed?
- Think beyond things and consider experiences. Experiences that create memories and that make shopping a pleasure this festive season.
Resources:
https://home.barclays/insights-old/2024/06/making-memories–the-rise-of-the-experience-economy/
