Food and drink items to be among the most popular Christmas gifts, poll finds

Research by the Fashion Retail Academy finds that 40% of people say they will buy edible goods for their family.

In addition, 34% of consumers say they will buy their family beauty products, while 27% of respondents say they will buy vouchers.

The research reveals that on average, people are planning to spend £341 on gifts this Christmas, 6% less than in 2019.

A separate poll by app Shopmium shows the products consumers plan to reduce spending on most drastically are gifts (36%), Christmas decorations (31%), and alcohol (29%). More than four in 10 consumers also intend to spend less on specific premium Christmas products such as turkey, champagne and desserts, and 83% are looking for more discounts and ways to save money this Christmas versus last year.

Stuart Sankey, Shopmium’s UK head, said: “It’s clear that the coronavirus pandemic will drastically change shopping habits this festive season. Covid has certainly dampened Christmas spirits and its effect on people, whether as a result of having less disposable income or the fact they’re planning to spend Christmas at home with less people, is being felt by consumers across the board who intend to keep a tighter cap on purse strings.”