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Centre:mk study reveals nearly a quarter of adults to self-gift this Christmas

Tom Bottomley
25 November 2020

A new study of 2,000 UK adults aged 18+ by OnePoll - on behalf of the centre:mk shopping centre - has revealed that 22% plan to buy themselves something this Christmas, with 15% planning to buy new clothes to lift their mood and 10% looking to buy themselves new make-up.

Many feel they simply deserve a treat this year, and 29% are not expecting many gifts from others in this very different year.

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.

Some 30% of those asked are feeling more "emotional" about the festive season and, with just under six 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, said: “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 while 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 increased, as people are feeling more emotional about Christmas this year than ever before.”

Following a stressful 2020, 14% 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, and 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% started earlier than they usually would. A very organised 16% hope to finish their gift buying as early as four weeks before the big day, which unsurprisingly falls on Black Friday, 27 November, while 21% realistically plan to complete it by 18 December, with one full week to spare.

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