Confectionery remains a major festive gifting favourite, says Walker’s study
Traditional Christmas gifting, including confectionery, remains notably popular with shoppers, says new Walker's study. Pic: Walker's shortbread
Despite the digital dominance of AI-enhanced marketing, this Christmas is set to see a resurgence in traditional gifting within the UK, and confectionery is seen by nearly 50% of people as the ultimate festive trusty reserve present, according to fresh research, reports Neill Barston.
The new study by Scottish business Walker’s Shortbread, it is in fact younger generations aged between 25-34 that are now most likely to seek out individual presents in physical stores, rather than resorting to online browsing that many have now opted for.
In its survey of 2,000 UK consumers, the long-established confectionery brand found that 43% of that younger age bracket are seeking out traditional presents, with 41% of that age also struggling to find a gift for a partner, though 35% of younger shoppers say that actually finding something special for someone is their most favourite aspect of the Christmas season.
As Walker’s observed, shortbread itself has in fact been a special part of festive celebrations since its origins in the 12th century, with the Scottish firm’s own manufacturing in the sector beginning in 1898. The business has remained prominent within the British retailing scene, including recently returning to the ISM Middle East event in Dubai, as well as exhibiting at ISM in Cologne next February.
Bringing this tradition into the modern day, Walker’s Shortbread has unveiled its 2024 Festive range, filled with delicious all-butter goodies perfect for all gifting occasions – including emergencies – through offering an expanded range of products.
This season, the company’s Christmas range includes festive stars, assorted shapes, a deluxe hamper, luxury mince pies, chocolate coated shortbread fingers, and a special new cranberry and clementine shortbread tube among many of its options.
Other key findings from the research found that over two fifths (43%) of Brits say they find it difficult to pick gifts for people, with extended family (30%), a significant other (28%) and friends the hardest to choose for across all age groups.
As for gift-giving blunders, not having something to give to someone who gifts you was voted as the most embarrassing scenario (25%). Shoppers in London (23%) ranked highest for admitting they sometimes forget to buy gifts and have to pick up something last minute.
Significantly, the research found that many Brits go to the length of stockpiling presents, including shortbread and chocolate, as well as biscuit tins as emergency gifts (49%), with alcohol being a close second (43%) for last minute shopping, with candles being the third highest ’emergency purchase’ at 30% of people buying such items when pressured for time.
Marianne Urquhart, at Walker’s Shortbread, said: “Christmas is a time of joy and giving back to others, however, knowing what gifts to get can quickly become a minefield. Our research shows that being prepared and having an emergency gift stash stowed away at home can help alleviate some of the stress, so you’re never caught empty handed.”
“Shortbread is synonymous with Christmas celebrations, and our festive range products make for the perfect gift or stocking filler, ideal to have at home for festive gatherings. And with a rise in popularity for traditional gifts, as indicated in the research, our classic all-butter treats are sure to go down well with all the family.”
According to Walker’s survey, almost three quarters (74%) of people agree that when it comes to Christmas gifts, it’s the thought that counts, not the cost. However, more than half said if they found a particularly special item, they’d be willing to splurge more than budgeted on a loved one (60%) – with two thirds (64%) of women more likely to do this than men (57%).
People living in Sheffield (68%), Glasgow (67%) and Newcastle (67%) are the most likely to splurge over budget on a special gift for loved ones. But of all the UK cities, people in Belfast rank as the most generous, giving gifts to colleagues (27%) neighbours (26%), and service people they know such as a hairdresser or postman (40%) in addition to friends and family.
Some key regional study facts include –
1. Sheffield (68%), Glasgow (67%) and Newcastle (67%) are the cities most likely to splurge and go over budget on a special gift for loved ones
2. Belfast shoppers are the most prepared with two fifth (40%) admitting to buying emergency gifts to keep at home so they are never empty handed when visitors drop by
3. People in Edinburgh are creatures of habit with over a third (35%) likely to buy the same or similar gifts every year until it become a Christmas tradition
4. Londoners are most likely to forget to buy a gift! Over fifth (23%) admitted they sometimes forget to buy gifts and have to pick up something last minute
5. Plymouth shoppers put in the effort – over two third (69%) like to buy gifts which feel unique
6. Mancunians leave things to the last minute – they are the least likely to start Christmas shopping early, with over a third (34%) of residents waiting until December to start.
The Walker’s range of Christmas shortbreads is now available through selected supermarkets, as well as through its own online store.
