A recent study commissioned by Oxfam reveals insights into the festive shopping habits of consumers as they prepare for Christmas. As the holiday season approaches, many individuals are discovering their shopping personality—from the ‘Last-Minute Legend’ to the ‘Checklist Champ’, or even the ‘Crafty Creator’ who enjoys making personalized gifts.
According to the research, shoppers spend an average of £500 on gifts for approximately eight loved ones, with an average of one hour spent queuing and over 90 minutes browsing online. The findings highlight that shoppers typically embark on three separate trips to around five different stores, reflecting a complex and often time-consuming holiday shopping experience.
Oxfam’s study also reveals that 65% of shoppers are keen on finding unique gifts this year, opting for items that stand out rather than generic options. Notably, 40% are considering purchasing second-hand gifts from online marketplaces, charity shops, and vintage stores. Many see this as a cost-effective solution, with 63% citing it as a way to save money, while 35% enjoy the thrill of the hunt for distinctive presents.
New Shopping Service Launches
To help alleviate the stress of holiday shopping, Oxfam is launching its Personal Shopper Gifting service in select locations, including Twickenham, Manchester, and Oxford. The service will be available on December 6 and 7, aiming to provide a more affordable and enjoyable Christmas shopping experience.
Lorna Fallon, retail director at Oxfam, commented on the shifting dynamics of gift-giving. She stated, “We’re seeing people shift away from purely transactional gift-giving and towards choices that carry a story or a sense of purpose. That might mean choosing something pre-loved, handmade, or simply unique to the person receiving it.” Fallon emphasized that shopping has transformed into an experience about connection rather than mere convenience.
Despite these positive changes, a significant 66% of respondents noted that Christmas shopping is a source of stress. Key factors contributing to this anxiety include crowded shops, with 52% citing it as a major concern, and a sense of being rushed, mentioned by 30%.
Enhancing the Shopping Experience
When asked about improvements to the shopping experience, 60% of shoppers expressed a desire for shorter queues, while 43% wished for easier parking. Additionally, one-third of respondents indicated that having friendly, helpful staff would significantly enhance their experience, and 15% expressed interest in a personal shopping experience.
Fallon noted, “What people really want is time and space to browse, to be inspired, and to find gifts that mean something. Creating an experience which feels calm, considered, and welcoming makes a huge difference, and that’s what we try to offer in our stores.”
As the festive season draws near, Oxfam’s efforts to promote thoughtful and stress-free gifting underscore a growing trend towards meaningful consumption. Shoppers are encouraged to embrace the joy of giving without the associated pressures, making this Christmas a time for connection and reflection.
