Around 60 per cent buy gifts online while 40 per cent buy in shops. Around 67 per cent of 30 to 39-year-olds and 63 per cent of 40 to 49-year-olds prefer shopping online while 57 per cent of 18 to 29 year-olds spend most of their money online compared to 42 per cent of 60 to 69-year-olds. Most (63 per cent) have no plans to tighten their belts and intend to spend the same amount on birthday presents in 2024 as they did last year. Around 22 per cent even plan to budget more for this, while only 15 per cent intend to keep a firmer grip on their wallets than in 2023.
Hamburg-based Otto surveyed over 1,000 people in Germany about gift-giving habits
More than 1,000 people between the ages of 18 and 74 were surveyed about their gift-giving habits by the market research institute GfK in August. The survey was conducted on behalf of the Otto Group in Hamburg and coincides with the company's 75th anniversary. Questions focused on where gifts are bought and the average spend.
60 per cent buy gifts online
Sustainability less important
Some 42 per cent of respondents buy gifts for their children, followed closely by spouses (40 per cent) and parents (26 per cent). Vouchers top the five most popular gifts, ahead of toys, books, cash and clothes. Cosmetics came sixth, food seventh and jewellery eighth. However, only 10 per cent of respondents would consider giving homemade gifts. Sustainability plays a limited role and was only important to 24 per cent of respondents. Some 36 per cent would consider giving second-hand gifts, compared to 39 per cent for whom giving refurbished or second-hand items is out of the question. Commenting on e-commerce trends, Marc Opelt, CEO of Otto, said: "We are seeing the first signs of a slight improvement in consumer sentiment.
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