Sustainable gifting more popular than ever, reveals American Express poll

Sustainable gifts are growing in popularity ahead of Christmas with consumers willing to spend significantly more to gift sustainability, reveals new research from American Express.

In a poll of 2,000 UK consumers, 62 per cent say they will be making at least one sustainable choice when purchasing seasonal presents. Buying sustainably during the festive period is even more important among the UK’s young adults, with over three quarters (77 per cent) of 18-34 year-olds buying at least one sustainable gift.

The top sustainable gifting trends in the UK include buying from sustainable or ethical brands (25 per cent) and buying from second-hand or vintage shops (18 per cent). A third (33 per cent) will be using recycled or recyclable wrapping paper (33 per cent).

With consumers having access to a greater choice of sustainable products and events such as COP26 at the forefront of the agenda, over a third (37 per cent) of UK gift givers consider giving sustainable presents as more important than ever.

The average UK consumer is expected to spend £77 on sustainable gifts this year. While Brits will on average purchase eight presents this season, five of these are expected to be sustainable. Over a third (37 per cent) would be happy to spend more on an ethical or sustainable gift, with those shoppers willing to spend on average 12 per cent more.

Among those who said it was more important to buy sustainably this year, over half (54 per cent) said it is because they are more conscious of their actions. Other popular reasons included being more aware of the benefits of giving these gifts (38 per cent), thinking that family or friends will appreciate them (30 per cent), feeling a duty to gift in this way (30 per cent) and feeling good about oneself (28 per cent).

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