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Which? says its member research found that 49% prefer gifts they have specifically asked for, while 50% value making memories with friends and family over physical presents. The survey also found that 44% would pass an unwanted gift on, while a quarter would put one away in a cupboard or drawer.
Which? has published Christmas gift-buying advice based on member survey responses, recommending that shoppers focus on what recipients want, their interests and the experiences they value. The consumer group said 49% of members prefer a gift they have specifically asked for, while 50% value making memories with friends and family more than receiving a physical item.
The findings also highlight how often unwanted presents go unused or are passed on. A quarter of respondents said they would put an unwanted gift in a cupboard or drawer, and 44% said they would pass it on, for example by donating it to a charity shop or giving it to a raffle or tombola. Which? said the results suggest that some gift spending does not lead to items being used by the recipient.
Members’ examples of well-received presents included a pie maker that one recipient said they used regularly, a favourite body wash they would not have bought for themselves, and a bottle of Welsh whisky. These responses illustrate the report’s distinction between a surprise chosen with knowledge of someone’s tastes and a generic present selected without much regard for them.
Experiences were another recurring theme. Members described gifts including a day driving a vintage Jaguar, a weekend spent with family and friends, and tickets to a live show paired with a meal. Which? also reported that gifts tied to hobbies—such as books, gardening equipment, model kits or specialist subscriptions—appeared repeatedly in members’ accounts of presents they appreciated.
How to Reduce Unwanted Presents
The figures offer a practical warning for Christmas shoppers: a gift’s price or surprise factor does not guarantee that it will be valued. Asking the recipient what they want, or paying attention to what they enjoy, may reduce the chance that a present is stored away or given to someone else. Which? members’ examples also show that practical gifts can feel personal when they reflect a recipient’s interests or solve a need they have mentioned.
The findings may also help people working within a budget. Most members asked by Which? considered £20–£49 appropriate for family gifts, while responses about gifts for friends placed more emphasis on thoughtfulness than spending. That is a reported preference among the surveyed members, not a rule about what people should spend; the source does not provide enough detail to treat the range as representative of all households.
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What Members Said They Value
Which? presented the advice as a guide drawn from members’ answers about presents they had enjoyed and gifts they did not use. Its report grouped the responses around several themes: choosing something requested or personally meaningful, giving time together, supporting a hobby and avoiding presents that show little understanding of the recipient.
Members’ accounts included a smart telescope that helped one person continue stargazing, a higher-priced angling experience, and a set of Booker Prize shortlist novels chosen to match a recipient’s favourite pastime. The report contrasted these with generic gifts, including bath sets, which some members viewed as less appealing when they did not reflect the recipient’s preferences.
Which? also included examples of inexpensive gifts that worked because they were specific to the person. One member described a humorous Sudoku-printed toilet roll that referred to a relative’s repeated complaints about novelty Christmas products. Another valued a wooden stand for spectacles, saying it was thoughtful, useful and reasonably priced.
““Pie maker, my daughter bought it for me. I never would have thought of it, but I’ve used it regularly ever since.””
— Which? member, describing a gift from their daughter
Limits of the Survey Findings
The supplied Which? report does not state the survey’s sample size, fieldwork dates or respondent profile. It is therefore unclear how closely the percentages reflect the wider UK population, or whether responses vary by age, income or household circumstances. The figures should be read as findings from the members surveyed, not as a measure of every Christmas shopper’s preferences.
The source material also ends partway through a section about common gifting mistakes. It identifies lack of thought and ignoring personal preferences as problems, but does not provide the complete list of mistakes or further survey figures from that section. No independent data is included to compare the member responses with broader consumer behaviour.
Planning Gifts Around Recipients
Which? advises shoppers to ask recipients what they would like, look for clues about an item they have considered buying, or choose something connected to an established hobby. For people who value time together, the report points to shared outings, meals, memberships and other experiences as possible alternatives to physical presents.
The group also directs readers to its gift guides for ideas by recipient and interest, including guides to gifts for women, men, teenagers, walkers, runners, golfers and food lovers. The report does not set out a deadline or a further research update; its immediate takeaway is to use what is known about the person, rather than relying on a generic present or spending more in the hope it will be better received.
Key Questions
What type of Christmas gift do Which? members prefer?
Which? reported that 49% of surveyed members prefer gifts they have specifically asked for. The group also said members valued thoughtful surprises when they matched the recipient’s tastes.
How many members said they value experiences over physical gifts?
50% of respondents said they value making memories with family and friends over receiving a physical item, according to Which?. Examples included days out, concerts, meals and time spent together.
What do people in the survey do with unwanted gifts?
Which? said 44% would pass an unwanted gift on, such as by donating it to charity or giving it to a raffle or tombola. A quarter said they would put it away in a cupboard or drawer.
How much should someone spend on a family gift?
Most members asked by Which? considered £20–£49 appropriate for family gifts. The report says members placed more emphasis on thoughtfulness than spending for friends. These are survey responses, not a recommended budget for everyone.
Does the survey represent all UK shoppers?
The supplied report does not give the survey’s sample size, fieldwork dates or respondent profile. The findings therefore describe the surveyed Which? members, and their representativeness of UK shoppers cannot be assessed from the available details.
Source: which.co.uk
