Gift cards have topped the list of most desired Christmas gifts, with 88% of employees wanting to receive one, according to research by Blackhawk Network (BHN).
Its survey of more than 5,000 European consumers also found 40% of respondents prefer flexible gifting options that offer choice and value, such as gift cards or curated gift boxes, while 47% said receiving a gift card eases financial wellbeing stress.
Anxiety about the price of essentials has risen above all other concerns this Christmas, with 62% worried about grocery and food prices, and 55% worried about inflation.
Four-fifths (82%) said they plan to use promotions such as buy-one-get-one-free to stretch their budgets, and 47% expect to use buy now, pay later or earn-a-gift-card incentives.
In addition, 19% of respondents said that they had lost their job in the past year, rising to 36% among Gen Z and 24% among millennials.
Anna Uprichard, vice president, commerce at BHN, said: “This year, early shopping isn’t just a time management strategy, it’s a cost-control tactic. With job insecurity high, we’re seeing consumers plan further ahead, hunt down better deals and opt for gifts that balance sentiment with practicality. Retailers can turn financial caution into loyalty by focusing on flexible, meaningful promotions and rewards that stretch budgets without sacrificing sentiment. And, despite the strain, there’s reason for optimism: consumers haven’t stopped celebrating, they are just smarter and more intentional.”
