Our new polling reveals what Britons want for Christmas this year, how this varies by demographics and our Seven Segments, and settles common debates about acceptable gifts!
🎁 More in Common Gift-inator 🎁
More in Common has analysed data from more than 9,000 Britons to see what they really want for Christmas this year. Check how likely your recipient is to like your gift based on their age, sex, and past voting habits!
Each number indicates the overall probability they desire a certain gift, click on the categories to see more specific gifts within that category.
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Although controversial, Britons overwhelmingly agree that socks (71 per cent), vouchers (83 per cent), and cash (81 per cent) are all acceptable gifts at Christmas.
The public are much more divided on other contentious gifts, such as underwear and deodorant which 48 per cent and 55 per cent of the public say are either unacceptable or at least depends on the person and context.
Interestingly, young men are much more likely to say that deodorant is an acceptable gift than the average Briton, with 7 in 10 (71 per cent) of 18-24 year old men saying it is okay to give deodorant for Christmas.
The public are about as likely to say that political gifts are as unacceptable as giving lingerie to someone who is not your partner, with 49 per cent and 55 per cent saying these would be unacceptable respectively, with some groups more open to political gifts depending on their own values.
On regifting - most Britons (68 per cent) agree that there are at least some contexts in which regifting is acceptable, although less than half of Britons say they have never regifted anything (49 per cent, compared to 47 per cent who say they have).
Although Britons tend to prefer a specific gift over cash, less financially stable groups and slightly younger groups, such as Dissenting Disruptors, Sceptical Scrollers, and Progressive Activists tend to prefer cash.
Appetite for some gifts varies significantly by age, with older people being more likely to want gifts such as books, plants, and gardening equipment, compared to younger people who were much more likely to want clothing and cosmetics than their older relatives. Other gifts, such as food and drink, are pretty consistent choices among all age groups!
One other Christmas habit that varies with age is the giving of Christmas cards. Older Britons are both more likely to send Christmas cards, and more likely to send more of them, with as many as 39 per cent of over-75s saying they send more than 20 Christmas cards each winter, while a similar number of under-24s say they don’t send cards at all!