Cookies remember you so we can ensure to give you the best experience possible. By using this website or closing this message, you are agreeing to our cookies and policies

Do not show this message again
UK Insights

Socks! The UK’s least favourite Christmas gift

Kirsty Cooke

UK Editor

Shoppers 14.12.2017 / 11:12

socks for christmas

Data from Kantar’s Lightspeed shows which presents UK adults would rather not receive…

While it isn’t ideal, apparently, to unwrap a household appliance – like a vacuum cleaner, iron or hardware for the kitchen – the biggest no-go for Christmas gift is good old socks… followed by a sweater.

The Lightspeed survey also uncovered that nightwear and underwear wasn’t greatly welcomed under the Christmas tree, suggesting that the Great British public would rather choose their own fashion basics than let a friend or family member surprise them.

The 20 Least Desired Christmas Gift, UK

1

Socks

2

Sweaters

3

Vacuum cleaner/Irons & Other Household Equip

4

Pots & Pans & Other Kitchen Equipment

5

Bad Gift Cards

6

Pyjamas

7

Underwear

8

Slippers

9

Ties

10

Flowers

11

Books

12

Scarves

13

Makeup

15

Purses/Wallets

16

Mugs

17

Gloves

18

Perfume

19

Soap

20

Bath Salts/Talcum Powder

However, gift buyers haven’t taken the hint, looking at Kantar Worldpanel data: the category of ‘underwear/nightwear/socks’ has seen growth for Christmas gifting, with 1.9% more spent between 2016 and 2017.

Sam Wright, Category Analyst for Fashion at Kantar Worldpanel, notes: ‘When buying fashion gifts, we continue to play it safe, with socks, underwear and nightwear accounting for 47% of all units bought last year – up from 45% the previous year. It is likely these items are being used as stocking fillers given their average price of £5 per item. There is some good news for men as 8% more has been spent on gifted men’s footwear; however, this market is still relatively small in comparison, and overall we see a general decline in clothing gifting, as consumers continue to seek and demand experiences versus ‘things’.’

Top 20 Best Christmas Gifts, UK

1

Money

2

Jewellery

3

Anything Handmade

4

New Technology

5

Gift Cards

6

Holiday

7

Dog

8

Car

9

Picture/Photos

10

Gaming Equipment                

11

Mobile Phone

12

Bike

13

Blanket

14

Watch

15

Flowers

16

Books

17

Food

18

Concert Tickets

19

Musical Instrument

20

Shoes

According to Kantar Worldpanel, gifting of footwear for Christmas was up 1.2% last year versus the previous year, while accessories is also seeing growth (0.3%).

Sam Causley, Category Analyst for Entertainment and Telecoms at Kantar Worldpanel, comments: ‘Books were the entertainment category showing strongest gifting growth in the lead up to Christmas 2016, with growth at 2.0%. This was largely driven by paperback books accounting for 4.6% of that gifting growth, with hardbacks showing a gifting decline of -0.1%. Though in terms of share of spend, video games were king accounting for 37% of all gifting spend in the entertainment category. Music was the category that saw consumers most willing to up their price with the average price spend increasing by 7% to £6.97 for either a physical or digital music.’

While it seems fairly obvious that respondents would rather receive a car than a pair of boxers, or put a mobile phone above nail clippers in their affections, it is heartening to see that personal items are highly favoured – photos and handmade items are worth the effort.

Source : Lightspeed, Kantar Worldpanel

Editor's Notes

Kantar Worldpanel data from 12 w/e 17th Jan 2016 compared to 12 w/e 15th Jan 17.

Lightspeed surveyed 1,000 UK respondents on its Lifepoints mobile panel asking them to list the best and worst presents they had received. The charts are based on the most commonly mentioned items.

For more insights and info, please contact us today.

Latest Stories

It’s the targeting that doesn’t make sense when it comes to innovations ‘for her’.

In January, Facebook announced major and ongoing changes to its news feed to improve the user experience – and people’s lives. But will it work? And what does it mean for brands?

More than half of British adults think the government is doing a poor job in Brexit negotiations

Read a preview of the week ahead, and a review of the previous week, from our global forward planning services.

As Chinese New Year celebrations are underway, we take a look at our insights around Chinese shopping habits, Chinese brand-building and perceptions from across the world.

Related Content