All I want for Christmas is…nothing? Nearly half of UK employees believe their employers are bad gift givers
- 46% of people believe that UK employers are bad gift givers
- 50% of UK employees did not receive a gift from their employer in 2023
- 55% of UK employees are not expecting to receive a gift from their employer in 2024
Research released today by Blackhawk Network (BHN) reveals shifting attitudes and behaviours in Christmas gifting. The data uncovers trends towards self-gifting, technology-driven shopping solutions, and strategic budgeting as UK consumers hit the shops for the festive season.
The research surveyed 1,000 consumers in the UK and reveals vital consumer insights shaping employee attitudes. For employers, this opens up a realm of considerations as they look to further shape their Christmas strategies for 2024.
Tis the season… to be disappointed by your employer
Christmas gift giving is marred with disappointment for British employees, as 46% reveal that their employers are bad gift givers, and 34% saying that gifts from employers are never what they want. The disappointment towards gifts is particularly strong for Gen Z, of whom 56% admit to receiving at least one bad gift year.
This year’s data also reveals that in 2023, half of UK employees did not even receive a gift from their employer, and 55% expect not to get a gift from their employer this year.
A gift is not just for Christmas
47% of those surveyed admitted they would not quit a job before Christmas because they wanted a holiday gift or bonus, and 83% of those surveyed agreed that gifts from employers make them feel appreciated and 72% say it energises them for the start of the new year.
Last year, only 13% of employees reported to have received an end of year bonus, yet 34% indicated a desire to receive one this year.
For employers it’s clear that Christmas is a moment to be highly tactical, noting the overall impact of gifting on both retention and wellbeing.
Shopping habits wrapped up in concerns about the economy
For employers, it is essential to note wider attitudes to gifting when considering crafting employee gift giving strategies too.
40% of shoppers expect to have Christmas shopping already sorted by the end of November. And 17% of people are planning on shopping earlier this year than last year, with 34% of people who are planning on shopping earlier doing so for budget reasons rather than to find the right gift.
As such, the state of the economy still weighs heavily on consumers’ minds, with 21% intending to change the way they shop because of economic concerns. This includes 57% who are planning to buy less expensive brands or own-brand products. The biggest cost concerns for UK consumers are utilities (65%), inflation (60%), food costs (60%) and job security (28%).
Such concerns could be why half of the UK plan to rely on credit cards to purchase gifts this festive season, compared to only 44% last year. 38% do however plan to use cash, with the most popular reason being cash helps towards budgeting (53%).
Despite all the efforts to budget, almost a third (30%) of people have no idea what they spent on Christmas shopping last year.
With budgeting and timing such a huge concern, employers have a clear opportunity to harness their 2024 gifting strategies to support employees at a financially difficult time of year.
No need to guess, the perfect gift is a gift card?
Once again, gift cards remain a popular choice for presents, with 68% of UK consumers stating they have bought a gift card in the last 12 months. In fact, 62% of those surveyed revealed that they would want a gift card from an employer this year, if they had the choice. It therefore is no surprise that this Christmas, there remains a significant opportunity in considering gift cards as presents for employees in 2024.
Chris Ronald, MD, Rewards, Incentives, Benefits, BHN: “It is certainly somewhat depressing to hear that too often UK employees find themselves disappointed by gifts, or lack thereof, from their employers. Christmas gifts are symbolic, a tangible way to show employees that they are appreciated for all they have done in the past year. UK employers must not turn a blind eye to the significance of giving, not giving or giving poorly. As the season for gifting rapidly approaches, employers should take action now, whatever the budget, and consider the value of a gift that offers choice, a move likely to be appreciated when Christmas rolls around. It’s time to move on from the obligatory chocolate box, and instead consider something like a gift card, enabling the recipient to spend to their heart’s desire.”
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