A newly launched quiz invites individuals to explore their Christmas shopping personas, offering insights into their festive shopping styles. The options range from the ‘Last-Minute Legend’ to the ‘Checklist Champ’ and even the ‘Pre-loved Pro’, who thrives on discovering second-hand treasures. As the holiday season approaches, new research reveals that the average Christmas shopper spends approximately £500 on gifts for eight loved ones, often enduring up to an hour in queues and making three separate trips to five different stores.
According to data commissioned by Oxfam, shoppers also dedicate over an hour and a half browsing online in search of the perfect presents. The research highlights a notable shift in consumer preferences, with 65% of respondents expressing a desire to find unique gifts rather than opting for mainstream items. Additionally, 40% of shoppers are considering purchasing second-hand gifts from online marketplaces, charity shops, and vintage stores.
Buying second-hand is seen as a practical choice by 63% of participants, who view it as a method to save money. For 35%, the thrill of hunting for a distinctive gift adds to the excitement of the season, although it may also introduce stress for some. Oxfam’s initiative aligns with a growing trend towards thoughtful and meaningful gift-giving, rather than traditional buying methods.
Oxfam’s Personal Shopper Gifting Service
To further support this shift, Oxfam is launching a Personal Shopper Gifting service in select locations, including Twickenham, Manchester, and Oxford, on December 6 and 7, 2023. This service aims to provide a more affordable and relaxed shopping experience during the busy festive season. Lorna Fallon, Oxfam’s Retail Director, noted that there is a growing trend away from purely transactional gift-giving, with shoppers increasingly seeking gifts that carry a story or purpose.
“Shopping has become as much about connection as it is about convenience – and that’s especially true at Christmas,” Fallon commented. The research underscores that over two-thirds of shoppers find Christmas shopping stressful, with crowded stores (52%) and feelings of being rushed (30%) cited as significant deterrents.
In response to this stress, when asked what would enhance their high-street shopping experience, 60% of respondents wished for shorter queues, and 43% desired easier parking options. Furthermore, a third indicated that friendly, helpful staff would greatly improve their experience, while 15% expressed interest in a personal shopping experience.
Creating a Calm Shopping Environment
Fallon emphasized the importance of creating an enjoyable shopping atmosphere. “What people really want is time and space to browse, to be inspired, and to find gifts that mean something,” she explained. Oxfam aims to foster an environment that feels calm and welcoming, which can significantly enhance the shopping experience.
As the festive season approaches, Oxfam’s initiative and the associated research highlight a broader cultural shift towards more considerate and meaningful gift-giving practices. This year, shoppers are encouraged to embrace the joy of finding the perfect gift that resonates personally, rather than succumbing to the pressures often associated with holiday shopping.
