One quarter of adults will buy a Christmas present for themselves this year, research by the centre:mk suggests

This Christmas, almost a quarter of adults plan to buy a present for themselves, according to a recent study commissioned by centre:mk.

Many of these feel they simply deserve a treat this year and 29 per cent are not expecting many gifts from others after an extraordinary year.

The poll of 2,000 Brits found that 12 per cent of adults are planning to splash out on their own games console during the festive season, whilst 15 per cent are going to treat themselves to some new clothes to boost their mood. Others are going to buy themselves make-up (10 per cent), a laptop (12 per cent) and a mobile phone (14 per cent). 22 per cent would rather buy something for themselves than ask others to buy it as a gift.

Almost a third of respondents feel that Christmas is more important to them than ever this year, so will be putting more thought into the presents they buy, with a fifth looking to spend more time choosing personal gifts. A further 30 per cent of those asked are feeling more ‘emotional’ about the festive season - with just under 6 weeks to go until Christmas, shoppers are looking forward to spending time with their family and friends again. People are also planning to put their decorations up earlier than normal and will buy more ‘lavish’ food in order to make Christmas 2020 extra special.

Kim Priest, Head of Marketing at centre:mk explained, “Given the year that everybody has had, it is interesting to see so many people are planning to buy themselves a gift this Christmas, as well as for their friends and family. This self-gifting trend will bring positivity to many who feel they deserve a treat as they have indulged less during this extraordinary year. Our research also reveals that whilst the number of people that individuals plan to buy for hasn’t greatly changed, nor the amount they spend, the effort and thought going into gifts has as people are feeling more emotional about Christmas this year than ever before.”

Following a stressful 2020, 14 per cent plan to buy more wellbeing gifts this year. The most popular gifts on people’s shopping lists included perfume or aftershave, candles and skincare, with festive favourites chocolates, alcohol and books topping the list.

The research also found that the average adult also plans to buy Christmas presents for eight people. 61 per cent will be buying a present for their partner, 51 per cent for their children, 49 per cent for their mums and 38 per cent for their dads, however unfortunate uncles, colleagues and even grandparents look likely to go without this year. It also emerged that despite the financial worries, the amount of money people plan to spend has only decreased by £11 – with an average of £347 being forked out this year, compared to £358 in 2019.

More than half of those polled have already started their shopping and 26 per cent started earlier than they usually would. An organised 16 per cent hope to finish their gift buying as early as four weeks before the big day – November 27th – while 21 per cent realistically plan to complete it with just one week to spare – December 18th.

Kim Priest added, “Our research has revealed that a third of participants feel that Christmas is more important than ever to them this year. Shoppers will be looking forward to spending time with their family and friends again, getting back to the shops and enjoying the Christmas atmosphere. Furthermore, people are looking to make the season extra special by putting decorations up earlier than normal and buying more ‘lavish’ food, with the hope of soaking up the festive feeling for a little longer.”

Top 50 gifts people plan to buy themselves:

1. Clothes
2. Perfume/aftershave    
3. Mobile phone
4. Games console 
5. Laptop
6. Chocolates
7. Books
8. Trainers          
9. Makeup
10. Alcohol
11. Handbag          
12. A kindle
13. Skin care e.g. cleanser 
14. Candles
15. A watch
16. Tablet 
17. A holiday         
18. Pyjamas          
19. A photo-frame 
20. House plants    
21. Earrings
22. Slippers
23. An experience voucher e.g. afternoon tea voucher
24. Winter accessories e.g. hat, gloves, scarf         
25. A necklace
26. Vinyl records/CDs        
27. Children's toys 
28. Underwear
29. Jigsaw puzzle   
30. Toiletries e.g. shower gel
31. Headphones     
32. Exercise gear e.g. weights
33. A TV
34. Video games    
35. Cufflinks          
36. A bracelet
37. Socks   
38. Kitchen appliances e.g. coffee machine, mixing stand
39. Crafts e.g. make your own macramé kit
40. Smart shoes e.g. heels 
41. A ring 
42. Hair straighteners
43. Gift vouchers   
44. Camera
45. Boxsets
46. An engagement ring
47. Gaming chair   
48. Purse/wallet   
49. Bath bubbles / bath bombs
50. Furniture

The top 10 gifts people plan to buy others this Christmas:

1. Chocolates
2. Alcohol
3. Books     
4. Clothes
5. Toiletries e.g. shower gel         
6. Perfume/aftershave    
7. Gift vouchers   
8. Children's toys 
9. Pyjamas
10. Candles           

© MKFM News 2020