UK consumers most likely to give unwanted gifts to charity
Unwanted Christmas gifts are most likely to be donated to charity, according to new research. More than a fifth of UK residents will hand their presents over to charity shops, ahead of those trying to re-sell them on second-hand websites.
Taking place on the 26th of December, the day after Christmas has long been known as Boxing Day in the UK. The name dates back to the reign of Queen Victoria, when a tradition developed among wealthy households – boxing up gifts to give to the poor. Boxing Day was also traditionally a day off for servants – and when they would also receive special Christmas box gifts from their masters.
More than a century later, the tradition is still intact – and not only because the day is a national Bank Holiday. New research from KPMG suggests that many of the UK’s consumers are also keeping alive the day’s spirit of giving to those in need.
The Big Four firm polled 3,000 people from across the UK at the beginning of December 2023, and asked what they were most likely to do with unwanted gifts they received on Christmas Day. The most popular response was that they intended to give their presents to charity. Respondents in the north of England were found to be the most generous in this regard – with 25% of those in the north-west saying they would give unwanted gifts to a worthy cause.
In contrast, there were a few more miserly Scrooges further south. In the south west of England, 21% of respondents said they intended to sell their unwanted items on second-hand websites as soon as possible – above the national average of 17%.
The least popular option among UK consumers was returning the unwanted gifts at the store. For those who felt it would be bad manners to ask their gifters directly for the receipt, just 4% said they intended to try and return their gift at a store. But the same number also said they intended to be blunt, and ask their gifter for the receipt to the terrible gift they have given.
Commenting on the findings, Linda Ellett, UK head of consumer, retail and leisure for KPMG, said, “Consumers most commonly saying they will donate unwanted Christmas gifts to charity shows the festive spirit is alive and well in the UK. Hopefully this will bring a boost to charities, at a time when funding is challenged by the cost of living crisis, yet their services are in greater demand than ever. Consumers also tell us they will turn to second-hand websites… These findings support KPMG research that demonstrates the growth of the circular economy – with one in three consumers saying they will buy more pre-owned items in 2024.”
KPMG has been working consistently to do its part for charity, too. The firm recently announced it had raised over £1 million for Marie Curie, two years since the firm voted for a partnership with the end-of-life charity. Efforts to raise funds included a national walking marathon, which raised over £300,000.
Reflecting on KPMG’s survey findings, Ian Frise, head of retail at Marie Curie, added, “Consumer shopping habits have changed and people are a lot more environmentally and budget conscious, with charity shops playing a key role in where they shop. They are treasure troves, places you can pick up unique items, as well as brand new high quality items. As the cost of living continues to bite, people are becoming savvy shoppers and we are starting to witness more young families visit our stores due to the vast array of items for sale. Premium quality clothing always sell well. But as we’re in winter, we’re currently looking for bags, jewellery and accessories, as well as toys and games.”
