This year, three in four people in Germany (76%), the US (79%), and the UK (75%) will buy gifts for friends and family for the 2019 winter holidays. In addition, in Germany and the US, online shopping leads offline shopping by 6% while UK shoppers (75%) prefer online and offline equally.
The next most popular gift type is money and gift cards with over half of Americans (57%) selecting them and nearly half of respondents in the UK (47%) selecting them. It is also the third most popular gift option for Germans (38%).
Alternative and sustainable gifts have a significant demand
About one in five people in the UK (21%) and one in four people in Germany (27%), and the US (24%) selected alternatives to store-bought products that included experiences, handmade gifts, food, secondhand gifts, donations, other, and none of these.
Nearly half of holiday shoppers are choosing sustainable gifts
For our survey, respondents who selected store-bought items either online or offline were asked a follow-up question about what types of gifts they would buy. Around half of online and offline shoppers in Germany (47%) and the UK (48%) and the US (54%) selected sustainable gift options (handmade, secondhand, locally-made, or organic/sustainable).
At the same time, findings show that sustainable gift choices form a minority of purchases. This is because respondents who made sustainable purchase choices also purchased mainstream branded items, while the reverse did not happen as much.
Consumer trends are pushing for independent brands
Over one in three people would buy independent brands in the UK (39%), US (39%), and Germany (35%).
Nearly half of people (47%) ages 30-45 in the US say they would buy designer brands, whereas nearly half of people (47%) the same age in the UK would buy independent brands.
Consumers in Germany, UK, and US differ in preference for local and organic products
The country least likely to buy well-known brand is Germany (47%) compared to the UK (61%) and the US (65%).
Local products are most popular for consumers in the US (34%) compared to Germany (30%) and the UK (25%).
Organic products are mostly popular in the US (20%) followed by the UK (16%) and Germany (15%). However, preference for organic products is the same across age groups in Germany (between 14-16%), whereas they are preferred by people ages 16-29 in the UK (22%), and people ages 30-45 in the US (25%).
Second-hand products are not as popular as other sustainable options and chosen by 14% of people in the US, 12% in the UK, and 9% in Germany. People ages 16-29 in the US (21%) lead this category choice.
The country most likely to buy designer brands is the US, with 39% selecting that option compared to 28% in the UK and 21% in Germany.
Few significant gender gaps in consumer preferences for gift purchases
There is not a significant difference in purchasing behaviour between men and women. Men are more likely than women to buy designer brands, with 10% more likely in the UK, 6% more likely in the US, and 3% more likely in Germany.
Germans had the lowest gender gap for responses between men and women; the largest gap was 6% more men say they purchase well-known brands as compared to women.
Younger shoppers prefer handmade while older shoppers prefer independent brands
Handmade products are popular amongst people ages 16-29 for all three countries, but is more popular for young people in the UK (36%) and the US (34%) compared to Germany (29%).
In contrast, independent brands are more popular amongst older people (ages 46-65), with 41% in the UK, 38% in Germany, and 44% in the US.
Dalia’s platform can create and deliver surveys to over 100+ countries around the world. The data that is collected is shown on a real-time dashboard. We have made the findings from this study available to the public on our Dalia’s dashboard. You can explore the data to find out more about consumer trends and behaviour across the three different markets.
This report presents an overview of a 24-hour study conducted by Dalia Research from December 5 to December 6, 2019 with a total of 3300 participants and a sample of n=1100 online-connected respondents in Germany, the United States, and the United Kingdom respectively. This sample takes into account a pre-defined distribution of age, gender and education level within the population.
Dalia’s online surveys are distributed to over 40,000 partners to be filled using desktop or mobile devices. If you have questions regarding the methodology of the survey, you can reach out directly to firstname.lastname@example.org.