Brits are secretly shopping for Christmas in September

Published on: November 13th, 2017

eBay claims 28% of Brits have Christmas shopping all wrapped up by the end of September.

New research from shows that over half of Brits started shopping before the Christmas ads had even aired, with a third snapping up the all-important kids’ toy purchase first.

This year, Brits will buy more than 1.1b presents with the average household purchasing 48 gifts and spending £747.78 on their loved ones. Toys are the number one priority, followed by clothes, tech, fragrance, DVDs, jewellery, and food & drink items like whiskey and wine.

Yet with more than one in ten of British consumers staggering under a Santa sack of over fifty gifts, it’s little wonder that 28% started secretly stocking up before the end of September – a 7% uplift on 2014.

When it comes to whom consumers prioritise and shop for first, 75% start shopping for children first, with parents spending on average £112.45 on them. £89.28 is spent on spouses and partners, £34.40 on mothers, and an average spend of £34.13 on fathers.

Brits are also swayed by their emotions when it comes to who makes it to the top and bottom of the list, with 45% admitting that they buy for those they deem most important, or who shows the best emotional reaction to gifts they’ve purchased. Just one in ten Brits shop for those who are hardest to buy for first.

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