December 2nd, 2022, Samuel Tan
As the Christmas season draws near, shopping malls from Harbour City to K11 Musea are putting up sparkling, fairyland installations – inviting patrons to partake in a yuletide retail experience.
But how do Hong Kongers plan to shop this festive season? In Part 1 of this two-part series, we explore how many are planning to buy Christmas gifts, how much consumers are planning to spend by recipient, and when are they planning to make their festive purchases this year.
What proportion of consumers are planning to buy Christmas gifts – and for who?
Latest RealTime Omnibus research by YouGov reveals that 71% of Hong Kong consumers intend to shop for Christmas gifts this year, while 29% are not planning to buy any.
Among consumers looking to buy Christmas gifts, about a third say they will be gifting their spouse (32%), while over a quarter intend to get gifts for their children (29%). About a fifth intend to buy gifts for their friends (20%) and parents (19%) this Christmas, while 23% intend to treat themselves to a festive present.
Across genders, men are more likely than women to gift their spouse this Christmas: around two in five men (41%) versus about one in four women (24%). Conversely, women are more likely than men to buy gifts for their friends (25% vs 15%) and themselves (27% vs 19%) this year.
How much are consumers planning to spend on Christmas gifts?
Consumers were also asked how much they are planning to spend on gifts for various people.
Family members: Parents, Children, Close relatives
For parents, most indicated a budget of around HK$401-600 (27%) and HK$201-400 (19%), although a sizeable 21% are willing to spend above HK$1,001. For children and close relatives, gifts budgets of between HK$401-600 (35% and 23% respectively) and HK$201-400 (31% and 33% respectively) are most common.
Partners and Self: Boyfriend/Girlfriend, Spouse, Myself
For boyfriends/girlfriends, most indicated a budget of around HK$401-600 (31%) and HK$201-400 (19%). For spouses, a significant 33% are willing to spend over HK$1,001, while 27% would budget HK$401-600. Meanwhile, Christmas gifts for oneself had the most common budget of HK$401-600 (31%) as well as above HK$1,001 (22%).
Friends and Acquaintances: Friends, Colleagues, Clients
For friends and colleagues, most indicated a budget around HK$201-400 (38% and 31% respectively) or up to HK$200 (33% and 42% respectively). Meanwhile, Christmas gifts for clients had the most common budget of between HK$401-600 (34%) and HK$201-400 (24%).
When are consumers planning to do their Christmas shopping?
Most consumers who intend to buy Christmas gifts this year (almost three in five) plan to do so either in early December (37%) or late November (20%), while one in six plan to do so in mid-December (16%).
Where are Hong Kongers planning to buy their Christmas gifts, and what are their top sources of gift ideas? Read our Part 2 article to find out.
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Methodology: YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 20 October 2022, with an online representative sample of 1,020 adults in Hong Kong (aged 16+ years), using a questionnaire designed by YouGov. Data figures have been weighted by age and gender to be representative of the adult online population in Hong Kong (16 years or older), and reflect the latest Hong Kong Census and Statistics Department (C&SD) population estimates. Learn more about YouGov RealTime Omnibus.