A festive Christmas hamper might seem the perfect, luxurious gift, but a new investigation has exposed the shocking price mark-ups that mean consumers are often just paying for an expensive basket and some straw. Research by The Mail on Sunday reveals that the cost of a pre-packed hamper can be up to double the price of buying all the items inside separately.
The Shocking Scale of 'Hamper Inflation'
Consumer rights expert Martyn James has branded the practice one of the "more outrageous examples of profiteering" over the Christmas period. He stated that some retailers are being "utterly brazen" about the inflated prices. His advice to shoppers is stark: "assume that all hampers are a rip-off." He recommends buying a cheap basket online, sourcing items individually from various retailers, and creating a personalised hamper. He even suggests telling companies on social media why they lost the sale.
Retailers Defend Premium Gifting Experience
The investigation compared hamper prices against the individual cost of their contents at several major UK stores. The findings were stark:
- Waitrose: Its 'No.1 Classic Christmas Hamper' was priced at £150. The goods inside, including Cava, wine, cheese crisps, truffles, marmalade and pudding, totalled just £80.92 separately – an 85 per cent mark-up. Even after a reduction to £135, the premium is £54.08. A John Lewis Partnership spokesman said the hamper "takes the hassle out of Christmas gifting" with a ready-made, curated selection.
- Marks & Spencer: The 'Sweet and Sparkling Treats Gift Hamper' sells for £35. The individual items – a Winterberry Spritz, popcorn, cinnamon bites and a Giant Bubbly Santa – come to only £17.75. M&S said its hampers are "thoughtfully curated" to save customers time.
- Tesco: Its 'Finest Christmas Hamper with Prosecco' costs £35, while the separate contents are valued at £26.60, a 32 per cent increase. Tesco highlighted the "premium wicker basket" that adds lasting value.
- Thorntons: The 'Ultimate Christmas Hamper' is £115, against £93 for the contents individually (a 24% mark-up). The company said the price reflects the "full gifting experience."
- Hotel Chocolat: The £265 'Chocolate Adventurer’s Hamper' contains £226.65 of products. A spokesman said the "keepsake wicker basket" is part of a value-for-money experience.
A Call for Smarter Seasonal Spending
The clear message from consumer advocates is that the convenience of a pre-packed hamper comes at a significant premium. While retailers argue they are offering a curated, presentation-ready gift, the analysis suggests shoppers are paying heavily for the packaging and the concept. This festive season, the most savvy – and potentially satisfying – gift may be one you assemble yourself, sending a powerful message about value and transparency directly to high-street brands.
