Christmas shopping 2024 – How UK parents are preparing for the holidays
A new YouGov Surveys: Serviced poll shows how parents of children under 18 plan to approach Christmas shopping this year. The results show early shopping habits, a strong preference for mixed online and in-store purchases, and a focus on specific gift categories.
Almost half of parents (49%) say they have already started their Christmas shopping by mid-November. Another 17% began later in November, while 19% are waiting for early December. A smaller proportion, 6%, will shop in mid-December, with just 2% planning to buy gifts right before Christmas.
When it comes to where parents shop, eight in 10 parents (81%) prefer a combination of online and in-store purchasing. Online-only shoppers account for 12%, while 6% opt exclusively for in-store purchases.
Parents were also asked about their gift budgets. Over half (51%) plan to spend more than £90 per child, while 23% aim to keep their spending under £50. For gifts intended for other children, like friends’ children or nieces and nephews, 71% plan to spend under £50 , with only 7% budgeting more than £90 per child.
Gift inspiration plays an important role in holiday planning. A majority (54%) rely on their child’s Christmas list, while toy shops (39%) and word of mouth from other parents (31%) are also key sources. Social media platforms influence 29% of parents, while 20% find ideas from TV shows and films. Other influences, such as TV and radio ads (19%) and social media influencers (15%), show how digital and traditional media intersect in shaping shopping decisions.
We also asked parents the categories of Christmas gifts they are planning to buy. For their own children, clothing or accessories or shoes (53%), board games (39%), books (39%), and art supplies/ creative gifts (38%) are the most popular choices. LEGO and DUPLO sets (35%), gaming accessories (34%), and dolls or action figures (32%) are also common. For gifts intended for other children, board games, card games, or puzzles (26%), gift cards (25%), dolls or action figures (25%), and clothing or accessories or shoes (25%) rank highest.
In addition to buying gifts, many parents are considering ways to give back or reduce waste. Three in 10 plan to donate surplus or unwanted gifts to charity (30%), while a quarter will donate new toys purchased specifically for charity (25%). Some 24% are open to buying secondhand gifts for their own children, with 19% intending to regift surplus or unwanted gift items.
Children themselves are often involved in the Christmas preparation process. Decorating for Christmas is the most common activity, with three in five children participating (60%). Other areas of involvement include Christmas gift shopping for the household (41%), leaving treats for Santa and Rudolph (40%), and making or writing Christmas cards (40%). However, one in 10 parents say their children are not involved in any holiday preparations (11%).
These findings demonstrate how parents manage the holiday season, balancing traditions, budgets, and modern shopping habits. For brands and retailers, tools like YouGov Surveys: Serviced can provide further insights into how to tailor products and campaigns for the holiday season.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 19-21 November 2024 with a nationally/ representative sample of 1,028 parents in UK using a questionnaire designed by YouGov. Data figures to be representative of all parents in UK and reflect the latest ONS population estimates.