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Sustainable Gifting Is Leading The Way This Christmas

In the run-up to Christmas, new research from American Express reveals that sustainable gifts are growing in popularity, with consumers willing to spend significantly more to gift sustainability.

With consumers having access to a greater choice of sustainable products this year, and events such as COP26 at the forefront of the news agenda, over a third (37%) of UK gift givers consider purchasing sustainable presents this year more important than ever.

Some 62% of UK consumers will be making at least one sustainable purchase when buying gifts this year, with buying sustainably during the festive period especially important among young adults. Over three quarters (77%) of Millennials and Gen Z – 18-34 year-olds – have confirmed that they too, will be buying at least one sustainable gift.

According to the report, the average UK consumer is expected to spend £77 on sustainable Christmas gifts. While Brits will, on average, purchase eight presents this season, five of these are expected to be sustainable. Over a third (37%) of Brits would be happy to spend more on an ethical or sustainable gift, with those consumers willing to spend on average 12% more.

The top sustainable gifting trends in the UK include buying from sustainable or ethical brands (25%) and buying from second-hand or vintage shops (18%). A third will be using recycled or recyclable wrapping paper (33%).

Among those Brits who said it was more important to buy sustainably this year, over half (54%) said it is because they are more conscious of their actions. Other popular reasons were being more aware of the benefits of giving these gifts (38%), thinking that family or friends will appreciate them (30%), feeling a duty to gift in this way (30%) and feeling good about oneself when gifting sustainably (28%).

The survey was conducted by Opinium between October 26-28, 2021, with some 2,000 adults aged over 18 surveyed.


Top: A report from American Express has revealed that people will be putting gifting sustainably high on their agenda this Christmas.

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