A new survey has uncovered the surprisingly self-serving motives behind many Christmas presents exchanged in the UK. The season of goodwill is being driven by a complex mix of personal gratification, social competition, and even payback, according to data from the retailer Currys.
The Psychology Behind the Present
The research, released on December 5, 2025, presents a candid look at British gifting habits. It found that a significant 69% of people admit they give festive gifts primarily to boost their own mood. The act of giving, therefore, is often more about the giver's emotional reward than the recipient's pleasure.
Furthermore, 65% of shoppers confess to buying 'shared' gifts that they themselves will enjoy. Popular items in this category include joint dining experiences, air fryers, and televisions, turning a gift for another into a personal investment.
Festive Politics and Guilt-Driven Spending
The study also highlights the darker side of festive exchange, with a practice dubbed 'revenge gifting' gaining traction. 38% of Brits admit to this tactic, which involves deliberately giving a less generous or thoughtful present in retaliation for a disappointing gift received in previous years.
Social competition is another key driver, with 41% saying they secretly compete to give the most impressive present within their friend or family circle. For others, shopping is fraught with pressure: one in ten feel stressed, while 56% own up to 'guilt gifting'—spending more or choosing extra-thoughtful items to make up for past arguments or mistakes.
Incentives and a New Retail Promotion
Interestingly, the research suggests a clear path to increased spending. 75% of respondents stated they would be more inclined to spend more, and even treat themselves, if gifting came with a tangible reward like cashback or vouchers.
Responding to this insight, Currys has launched its 'Givva Gift, Getta Gift' promotion on December 5. The offer gives shoppers £10 off their next eligible purchase over £50 made during the Christmas period.
Sarah Leat, Head of Promotions at Currys, commented on the findings: "We like to think Christmas gifting is all about generosity, but let's be honest, the thrill you get when someone loves your gift is something to be proud of... and definitely half the fun! So this year, we’re celebrating that feeling to make their day as well as yours."
The data paints a vivid picture of modern British Christmas traditions, where generosity intertwines with strategy, emotion, and a keen eye for a good deal.
