One in four Milton Keynes shoppers will buy a present for themselves this Christmas, survey reveals

A survey commissioned by the centre:mk show the top gifts people will buy for themselves are clothes, perfume or aftershave and mobile phones.

Kim Priest, head of marketing at the shopping centre, 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."

The survey revealed more than a third of respondents will also be putting more effort and thought into the presents they gift this year and many are more ‘emotional’ about the festive season than usual.

But 29 per cent of people questioned said they were expecting many gifts from other people. Some 22 per cent would rather buy something for themselves than ask others to buy it as a gift.

Many 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.

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 said they had 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 said: “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.”

The top 10 gifts people plan to buy others this Christmas are, in order, chocolates, alcohol, books, clothes, toiletries, perfume/aftershave, gift vouchers, children's toys, pyjamas and candles.