A recent Easyjet survey reveals a fascinating shift in Christmas gift-giving preferences among 2000 adults. The study highlights a growing trend towards experiences over material possessions, reflecting a broader societal shift towards mindful consumerism and a desire for lasting memories. On average, each respondent receives two unwanted gifts annually, totaling an estimated £55 worth of discarded or repurposed items, with bath sets, socks, and candles proving the least popular choices. This year, the average spend per gift is £77, with Baby Boomers leading the generosity charts at £337, while Gen Z spends an average of £230.
The poll uncovered a strong preference for experiential gifts. Nearly half of respondents (49%) expressed a desire for travel or holiday vouchers, followed closely by concert, theatre, or spa day tickets. This preference stems from a desire to create meaningful memories (50%) and explore new experiences (49%), with 45% considering experience gifts more unique than material items. Interestingly, 13% would even forgo gifts entirely if friends and family contributed to their travel fund, showcasing a new level of practicality and focus on personal goals.
This change in attitude towards gift-giving is significant, reflecting a generational shift. Easyjet’s chief commercial officer, Paul Bixby, comments on this movement away from traditional presents, stating that the focus has shifted towards gifts that create lasting memories, such as holiday vouchers and experiences. This aligns with broader trends of sustainable living and mindful spending, where consumers are increasingly conscious of the environmental and emotional impact of their purchases.
However, the study also reveals a significant challenge: many people struggle to choose the perfect gift. Clothing, food items, and books remain popular choices, but a third of respondents resorted to the gift of cash, highlighting a lack of inspiration and potentially revealing a need for more creative gift ideas. This lack of inspiration presents an opportunity for businesses to offer more personalized, experiential gifts or curated gift boxes containing smaller, unique items. The rise of online marketplaces also plays a role, offering opportunities for both buying and selling unwanted gifts.
Looking ahead, the survey indicates that many are already planning for the new year, with 30% setting a travel goal for 2025. Italy takes the top spot as the most desired destination, followed by Spain and Greece. This trend towards travel aligns with the increasing popularity of experiential gifts and suggests a growing desire for adventure and exploration among consumers. The data points to a future where thoughtful, personalized, and often experience-based gifts will increasingly take precedence over traditional material gifts, reflecting changing priorities and values. This presents opportunities for travel companies, entertainment venues, and other experience providers to capitalize on this evolving consumer landscape.
