UK Christmas shopping shifts towards subscription gifts

As the festive season draws near, recent studies have shed light on the shifting preferences of UK consumers when it comes to gift-giving and holiday communications. The findings suggest that while some traditional practices endure, others are being overtaken by modern alternatives that provide convenience and year-round enjoyment.

In a survey conducted by subscription specialist Bango, which involved over 2,000 UK consumers, it was revealed that 29% of Christmas shoppers are opting for subscription gifts this year instead of conventional physical presents. This trend appears to be driven by the desire to avoid the inconvenience associated with wrapping gifts. Subscription services are being hailed as a way to extend the festive spirit long after Christmas, with 58% of participants acknowledging the ongoing joy and value that subscriptions can offer throughout the year.

Bango's research further delved into the types of subscriptions on the wishlist of British shoppers this Christmas. Topping the list are video streaming subscriptions, followed by gaming, shopping, music, and health and fitness subscriptions. Subscriptions expert Giles Tongue notes that while video services are the most popular, consumers are exploring a wide range of subscription options, including meal kits and educational courses. He also highlights the appeal of special offers and bundled deals, which encourage gift-givers to keep the surprises rolling throughout the year.

Despite the growing inclination towards digital and subscription gifts, a significant number of UK residents continue to uphold the tradition of sending physical Christmas cards. Research by Quadient, another survey encompassing 2,000 UK consumers, indicates a strong attachment to the tradition of mailing greeting cards. Around 45% of respondents sent Christmas cards by mail last year, suggesting that the charm of physical cards remains strong.

The research points out that nearly 79% of people sent at least one piece of physical mail in the past year, with half of them doing so for occasions where sending letters is traditional, such as Christmas or birthdays. Furthermore, 40% mentioned sending mail because it suits special occasions.

Anthony Coo, Head of Product at Quadient, emphasises that despite the digitalisation of communication, the emotional impact of receiving a physical card endures. "There's nothing quite like coming home to a brightly coloured envelope on your doormat," he remarks, highlighting the excitement of recognising a loved one's handwriting. This sentiment reinforces the notion that physical mail continues to hold significant value for messages that matter most.

The delivery of these heartfelt messages is facilitated by the dedicated "posties," who are highly regarded by their communities. Quadient's findings reveal that about 70% of respondents believe it's important to maintain a good relationship with their postal workers, and 64% report having such a connection.

While digital subscriptions offer a seamless and lasting way for people to show their appreciation, the enduring allure of physical mail remains a cherished source of holiday joy. As the year's final mailing days approach, both traditions continue to connect people in unique ways, highlighting a blend of time-honoured practices and new-age solutions in the modern festive landscape.