73% of Brits would rather unwrap practical gifts than jewellery
Forget perfume and expensive jewellery, Brits are putting practical presents at the top of their Christmas wish lists, with kitchen gadgets, coffee machines and cookware proving the most popular choices.
New research from Lakeland found almost three quarters (73%) of UK adults would rather receive a practical gift they’ll use regularly than an expensive piece of jewellery.
And kitchen essentials are firmly on the Christmas wish list, with more than a third (35%) saying they’d be pleased to unwrap a kitchen appliance such as an air fryer.
More than a quarter (28%) would welcome a coffee machine or coffee-making accessories, while 26% would be happy to receive cookware including pans and roasting dishes.
Food and drink gifts are also proving popular, with four in 10 (40%) saying they’d be pleased to receive them, while almost one in five (19%) would welcome baking equipment and accessories.
And millennials are particularly keen to find something practical under the tree, with almost half (45%) saying they would be pleased to see a kitchen appliance or gadget, compared with 35% of Brits overall.
The findings suggest Brits are increasingly valuing gifts they’ll actually use and enjoy long after Christmas morning. Two thirds (66%) would prefer a gift they can continue to use or enjoy, while 57% say being able to use a present regularly is what makes it worthwhile.
While a gift can still feel like a little luxury, the research shows that lasting enjoyment matters most, as 38% value gifts that last for several years, while more than a third (34%) appreciate presents that make everyday life easier.
And it seems practical doesn’t mean impersonal, with more than half (51%) say they think about the person who bought them a gift every time or most times they use it, while a third (33%) say being reminded of the giver is what makes a present worthwhile.
The practical gifting trend extends to what people are buying for others, with almost a third (31%) saying choosing presents people will actually use is among their biggest priorities this Christmas. A further 33% are prioritising good-quality gifts that will last.
Matt Elliott, Head of at Marketing at Lakeland said: “Christmas gifting is all about treating the people we love, and a thoughtful, practical present that you know they’ll love, can feel every bit as special as a traditional luxury gift. Our research shows that Brits are finding real joy in gifts that make everyday moments more special.
“And there’s something really lovely about giving a gift that someone will use for years to come. Every time they make their morning coffee or cook their favourite meal, it’s a little reminder of the person who bought it for them.
“At Lakeland, we’ve always believed that the best products are the ones that make everyday life easier and more enjoyable, it’s great to see that practical gifts are becoming such a popular choice this Christmas. We have 60 years’ experience in selling high quality, affordable kitchen and homeware, so whether you’re shopping for a coffee lover, a home cook or even the hard-to-buy for, we’re the best place to start this Christmas.”
The research comes as Lakeland launches its new Autumn/Winter collection, featuring specialist cookware, kitchen appliances, coffee-making essentials and clever solutions for around the home, designed to make everyday tasks easier and more enjoyable.
For over 60 years, Lakeland has been the home of creative kitchenware, helping customers find practical solutions to everyday household challenges, with a focus on high quality, affordable products.
The new Autumn/Winter range, forms part of Lakeland’s ‘Spend Smarter’ campaign, offering shoppers the quality they expect, at prices they wouldn’t.
From innovative kitchenware to hard-working household solutions, customers will be able to discover products designed to deliver great performance, lasting quality and value for money.
