UK Consumers in North East most likely to be “gift typed”, say researchers

In a new campaign, leading gift card and voucher brand Love2shop is urging UK shoppers to end the scourge of “lazy, wasteful and boring” gift-typing this Christmas and to give the gift of choice instead.

‘Gift-typing’ is when people regularly gift friends, family and work mates the same or similarly themed presents year after year – even when the recipient has clearly outgrown the interest or item.

The lazy gifts could relate to a one-time hobby, a childhood fascination with cuddly toys or Lego, or perhaps expressing support for a sport team, but it means a lifetime of repetitive gifts from otherwise well-intentioned loved ones.

And, according to a new YouGov poll commissioned by Liverpool-based Love2shop, there are millions of innocent victims across the UK, resulting in thousands of unwanted gifts and multiples of similar or the same items.

To make their point, the brand is campaigning to #EndGiftTyping in a fun, charity parody style appeal, with TV and radio ads airing now and in the run-up to Christmas across the UK.

It comes as the YouGov poll of over 2000 respondents revealed that 39 per cent of UK consumers have been gift-typed, with 44 percent of women the biggest “victims”, compared to 34 per cent of men.

Over 40 per cent of Brits admit they are guilty of gift-typing (42%). Women are the worst culprits for gift-typing, with half admitting they regularly gift-type loved ones.

Regionally, consumers in the North East are the most gift-typed (45%), with Northern Ireland leading the way in stamping out gift-typing, with the lowest number (29%).

Scots and East of England consumers are the most guilty of gift-typing (46%), compared to the national average of 42%.

The motivation behind gift-typing is often well-intentioned initially but then is largely down to laziness, with victims of gift-typing saying the habit is “a waste of money”, and almost 1 in 10 revealing they have had to fake thanks when gift-typed.

According the poll, a resounding 1 in 3 are gift-typed related to a hobby such as baking and crafts, with over the 55s the most gift-typed in this category (55%).

Joint second most common gift-typing categories were: gifts relating to entertainment such as favourite TV shows like Strictly, Bake Off, Top Gear or a favourite band, alongside gifts related to health and beauty such as bath sets, cosmetics, aftershave and perfume (13%).

The third most popular category of gift-typing related to sports with almost one in five men gift-typed (18%) in this category.

Instead of gift-typing over half of UK shoppers would love a combination of gift cards and original physical gifts. The popularity of gift cards in the UK is unprecedented with record numbers of consumers purchasing Love2shop products last Christmas with billings of £45.5m – 42% higher than December 2019.

Katherine Scott, director of marketing at Love2shop said: “As our poll has revealed, the scourge of gift-typing is afflicting millions of innocent consumers across the UK. But there is hope, give the gift of choice with a Love2shop gift card. With over 90 brands to pick from, gift-typing will soon be crushed!

She added: “Our festive campaign, with its tongue in cheek charity appeal theme, is designed to get UK shoppers to stop and think before they purchase the same, predictable themed gifts yet again this year. We urge the nation to End Gift-Typing and embrace the fun of freedom with Love2shop.”

Have you been a victim of gift-typing or know someone who has? There is help!

Check out the Love2shop range of products and give the gift of freedom this Christmas: https://www.love2shop.co.uk/end-gift-typing