New research reveals that Amazon (52 per cent) remains the top destination for UK consumers who are seeking online inspiration for gifts and other festive purchases, with only 31 per cent planning to use Google. Generative AI tools like ChatGPT are rapidly gaining traction, with 8 per cent turning to them for seasonal shopping ideas this year. Additionally, 21 per cent will look to eBay for inspiration, 17 per cent to Instagram and 15 per cent to TikTok, while 19 per cent will go directly to the websites of their favourite brands and retailers.
The findings come from a new survey of 1,000 UK consumers commissioned by commerce experience Platform, Nosto, to uncover the key festive shopping trends in 2024. This is part of a wider survey of 2,000 UK and US consumers.
Overall, the data suggests that only 13 per cent of Brits will splash out more money this Christmas than last, with 50 per cent aiming to spend about the same. Around half (44 per cent) say the rising cost of living will impact their festive shopping budgets.
22 per cent are likely to buy more second-hand gifts than last year – with 22 per cent also aiming to make seasonal online purchases across borders. Around 11 per cent say sustainability/environmental concerns will influence their shopping this year.
Curiously, some Brits say their festive spending will be impacted by the outcome of the US election – with 18 per cent revealing they’ll be in the mood to buy more if the candidate they like gets voted in as President. This is obviously much stronger in the US – where 30 per cent will splash out more if they get the confidence boost of their chosen candidate winning.
Where will shoppers look online for ideas for gifts and other seasonal purchases?
| Destination | US | UK | Total |
| Amazon | 74% | 52% | 65% |
| 44% | 31% | 39% | |
| 30% | 15% | 25% | |
| Favourite brands/retailers that I’m loyal to and regularly buy from | 25% | 19% | 23% |
| Ebay | 21% | 21% | 21% |
| 23% | 17% | 20% | |
| TikTok | 22% | 15% | 19% |
| 18% | 11% | 16% | |
| Chinese marketplaces such as Temu, Shein and AliExpress | 11% | 9% | 10% |
| ChatGPT/Google Gemini/Microsoft Co-Pilot or other generative AI (GenAI) apps or tools | 8% | 8% | 8% |
| Second-hand marketplaces (such as Depop and Vinted) | 9% | 7% | 8% |
| Bing | 5% | 4% | 5% |
How Brits plan to save money this Christmas
Of the 77 per cent of UK consumers who plan to try and save on their seasonal shopping this year, 25 per cent said they would try to compare prices on at least three online stores, while 19 per cent will look for low-cost purchases on Temu, AliExpress and other Chinese marketplaces. 21 per cent will aim to shop online at stores with lower shipping charges or those that allow collect-from-store for free. 16 per cent will buy pre-owned items if they can find good quality at low prices, while 14 per cent admit that they will try to make savings by waiting to buy gifts in the post-Christmas sales.
23 per cent will try to save by spending less on themselves than usual – while 27 per cent will agree to set budgets with friends and family for gifts and not go over. But many Brits will still prioritise their furry friends, with 27 per cent planning to buy gifts for their pets. Paying for returns is a big bug-bear, with a third (34 per cent) of UK consumers revealing they will avoid buying gifts online from stores that don’t offer free returns or allow goods to be returned to a physical store for free.
How will consumers try to save money on gifts and festive spending this year?
| US | UK | Total | |
| Compare prices online on at least 3 different stores | 37% | 25% | 31% |
| Try to spend less on myself this year than I usually would | 35% | 23% | 30% |
| Agree with certain friends/family members to spend a maximum amount on gifts and not go over | 31% | 27% | 29% |
| Try to shop from online stores with lower shipping charges or that will allow me to collect-from-store for free | 33% | 21% | 28% |
| Try to find low-cost items on Chinese marketplaces such as Temu, Shein, AliExpress and others | 21% | 19% | 20% |
| Consider buying pre-loved/second-hand items if I can get good quality for lower prices | 19% | 16% | 18% |
| Purchase and exchange some gifts after Christmas Day so I can benefit from post-Christmas/New Year discounts/sales | 17% | 14% | 15% |
(excludes those who will not be trying to save money)
What website features do festive shoppers find helpful?
When respondents were asked which eCommerce website features are helpful when shopping for gifts or other festive purchases, a ‘really good search function that shows relevant products’ was mentioned by 66 per cent, only just below product reviews and ratings (67 per cent). Seeing photos and videos of products from other customers who have purchased them (user-generated content) was rated as helpful by 61 per cent of UK consumers and image search (which lets shoppers search for products using images rather than text) by 57 per cent.
Will consumers spend more or less this holiday season?
| US | UK | Total | |
| I will spend more than last year
|
19% | 13% | 16% |
| I will try to spend around the same
|
44% | 50% | 47% |
| I will try to spend less
|
35% | 27% | 31% |
| Prefer not to say
|
1% | 10% | 6% |
“Overall, the research paints a picture of a cautious festive shopping season in the UK with consumers continuing to feel the pinch from the rising cost of living,” said Phil Gregory, Nosto’s regional head of customer experience for the UK, IE & Nordics. “As well as being price competitive, online retailers need to focus on optimising the shopping experience they provide – consumers really value features such as good on-site search functionality, on-site reviews and ratings and the availability of visual user-generated content from other shoppers. A lot of shoppers said they’d visit their favourite online retailers or brands for inspiration – so it’s important to identify and treat returning customers with special care.
“Retailers who can, should also take advantage of the variety of trends the data has highlighted – like the growing willingness to buy second-hand and to wait until after Christmas to buy gifts in the sales. And the fact that people are still willing to buy presents for their pets even if they’re watching their budgets.”
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