Financial guru Martin Lewis has issued a stark plea to the British public, calling for a collective 'ban' on one specific type of Christmas present in 2025. The founder of Money Saving Expert wants to put a stop to the culture of obligatory gift-giving that he says creates a vicious cycle of financial pressure and stress.
The 'Vicious Cycle' of Obligatory Gift-Giving
In a candid Instagram video shared on November 18, the broadcaster explained that Christmas has morphed into a 'retail festival' that should instead be a source of joy. Martin Lewis stated that for many, the season brings 'unhappiness, debt, and worry' as people feel compelled to buy gifts they know won't be used with money they don't have.
'Many people feel obliged to buy gifts for others that they know they won't use with money they don't have, and cause themselves stress they don't need,' he said. Lewis believes the core of the problem is that society has lost sight of the original purpose of giving, which he describes as a form of 'social banking'.
He used the example of a wedding, where older, more affluent relatives gift money to younger couples to help them start their lives, with the expectation that the cycle will continue when those younger people are in a position to give.
Christmas as a 'Zero-Sum Game'
Lewis argues that modern Christmas gift-giving has become a counter-productive exchange. 'With Christmas, it's a zero-sum game,' he explained. 'I give to you, you feel obligated to give back to me at a similar value. Now, to fulfil that obligation, we do tit for tat giving, which means people end up with tat.'
This 'tat-for-tat' cycle, he warns, can misprioritise household finances and create a significant burden. His solution is a radical one: 'get off this gift-giving treadmill.' Lewis suggests that sometimes the best gift you can give someone is releasing them from the obligation of having to buy for you in return.
He is careful to clarify that his proposed 'ban' is not aimed at presents for immediate family or 'smiling children under the tree'. Instead, he is targeting the 'ever-expanding list of friends and cousins and teachers that we feel forced to buy for.'
The Soaring Cost of Festive Obligation
This call to action comes as research reveals the staggering amount Brits are planning to spend this festive season. According to data from Finder, the average person in the UK is expected to spend £514 solely on Christmas gifts in 2025.
The financial pressure is not felt equally across generations. The study found that Millennials, those aged 29-44, face the highest festive costs, with average total expenses of £1,011 each, which includes £617 spent on gifts. Generation Z, aged 18-28, are not far behind, with a planned total spend of £940 per person, of which £585 is allocated for presents.
Lewis first shared this message in a video for his Money Show Live on ITV back in 2018, but he confirms that his stance remains unchanged and even more relevant for 2025. The original clip has been watched an estimated 20 million times.
For those convinced by his argument, Lewis offers himself as the 'excuse' to start a difficult conversation. His advice is to speak with friends and extended family well before Christmas, giving them time to adjust their own plans. A simple, kind, and honest explanation that you won't be exchanging gifts this year is often the most effective way to break the cycle and reclaim the financial and emotional joy of the season.
