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Debenhams report: mothers-in-law at the bottom of the Christmas present list

LONDON, 2015-12-21 — /EPR Retail News/ — Much maligned mothers-in-law can forget any festive cheer this Christmas after coming bottom of the present list.

Over half (51%) will be ignored by their son or daughter’s partner and will be lucky to get so much as a seasons’ greeting, according to a new report from Debenhams.

A further 21% of mothers-in-law will receive a token present costing under £20, the research on Christmas gift giving reveals.

Youngsters will be the biggest winners with an average £206 spent filling their sack from Santa while partners will have an average £163 spent on them.

Men are more generous than women when it comes to choosing a present for their other half, though they take a lesser role when helping with buying for everyone else. 50% of men will spend at least £75 on their partner compared with 30% of women.

One in five (19%) close friends and immediate relatives will also receive nothing though a further 50% will see up to £100 spent on them by generous gift-givers.

The report, which asked about present buying to highlight the High Street store’s Found It campaign showed that nearly everyone appreciates the thought behind a gift, rather than the cost or the frivolous luxury name. Practicality seems to be the name of the game with six out of ten people planning to give gifts that they know the receiver wants and two thirds (66%) will receive gifts they want or need.

Just 5% said they would like something luxurious and only 3% wanted to know what their gift cost.

Top of the Christmas wish list was vouchers, requested by four out of ten, indicating that people often like to choose their own present, followed by jewellery (35%) then clothing for women (30%) and books (28%) for men with electronic gadgetry (26%) coming a close third.

Ten per cent of women hoped to receive lingerie and 12% flowers.

A quarter of men (25%) wanted items of clothing and one in five (19%) are hoping for tech gifts. Cash was popular among 18 to 24 year olds, along with vouchers.

Regionally top of the gift-givers is surprisingly Scotland, Northern Ireland and the North East while the more prosperous London and the South East along with the North West and Wales will spent the least on presents.

Whatever the gift, the good news is that it is generally appreciated, though women do express more doubts than men with 7% expecting to be disappointed after opening their presents on the big day.

Christine Morgan from Debenhams said: “Getting a present right can be extremely tricky but its good to know that most people put some thought behind choosing a gift and try to get it right. We place great emphasis on helping customers pick the right gift for partners, family and friends, including the mother in law,regardless of how much they want to spend.”

To help shoppers find the perfect gift in stores, we have an army of over 100 personal shoppers who have become professional gift finders. Shoppers can book a free of charge 30 minute consultation to give details of their loved ones and their interests. Personal shoppers then seek out the ideal gift from the shop floor while customers relax.”

Survey of 2008 by Atomic Research dec 8-9th


Tehreem Ashraf/

EPR Retail News