New research from Capgemini and YouGov has found that 40% of 18-34 year olds are set to spend more on their holiday shopping in 2019 than last year, compared to an overall average of 28% for all age groups, with shopping expectations changing.
The research found that UK shoppers prioritise quality, whereas US shoppers prioritise price. Some 61% of UK respondents found quality to be the most influential factor when choosing where to buy gifts. In comparison the most popular response amongst US respondents was cost saving options (58%).
UK shoppers also place the most importance on sustainability, far more than their global counterparts. Across all countries, respondents in the UK stated that sustainability was a key consideration when choosing where to shop (29%), followed by Germany and France (21%) and US and Spain (14%).
Top: Millennials will be spending more on gifts this Christmas.