Retail Knows Why™: The Practical Gifting Opportunity This Christmas

With Black Friday approaching and Christmas shopping gathering pace, retailers are entering one of the busiest trading periods of the year. Research from the Institute of Practitioners in Advertising (IPA) reveals that 22% of UK consumers plan to spend up to half their Christmas shopping budget during Black Friday, up from 16% in 2025.

But beyond promotional offers, gifting priorities are also worth considering. The same research found that 44% of consumers surveyed hoped to receive practical or essential gifts this Christmas, while 47% agreed that Christmas is a time to indulge.

For retailers, these findings highlight an interesting opportunity. As shoppers look to make their festive budgets work harder without compromising on the enjoyment of giving, familiar home and lifestyle products can offer an appealing balance of everyday usefulness, quality and a sense of something special.
 

Bringing everyday indulgence into the home

For many consumers, everyday indulgence is about enjoying premium experiences within the comfort of their own homes. Products that elevate familiar routines can therefore make particularly appealing gifts.

Coffee culture is a good example. While recreating barista-style coffee at home can offer an alternative to regular café visits, the appeal extends beyond potential savings. For enthusiasts, there's enjoyment in experimenting with different coffees and perfecting their preferred drink.

Swan's range of espresso machines and milk frothers reflects this opportunity, allowing consumers to recreate coffee-shop favourites in their own kitchen.

For retailers, highlighting the experience rather than simply the appliance's functionality can transform an everyday kitchen product into an aspirational gifting proposition.
 

The appeal of shared experiences

Not every practical gift needs to serve an everyday necessity. Products that encourage creativity, entertaining and shared experiences can offer lasting enjoyment in a different way.

Social media has helped make food and drink experimentation more accessible, with visually engaging creations inspiring consumers to recreate popular treats at home.

Tower's Slushie Fusion and Slush & Whip reflect this interest, allowing consumers to experiment with frozen drinks and soft-serve desserts while bringing something different to home entertaining.

These products also offer retailers opportunities for engaging demonstrations and visual content, helping shoppers imagine the experience they could be gifting rather than simply the product itself.
 

Making everyday routines feel more rewarding

Personal care and home comfort offer another gifting opportunity, where practicality is closely connected to self-care and wellbeing.

For busy households, products that simplify routines or create moments of relaxation can feel particularly thoughtful, offering something recipients might not necessarily prioritise purchasing for themselves.

The Phil Smith by Carmen collection brings professional-inspired hair styling into the home, while Carmen's new heated bubble throws offer warmth and comfort during the colder months.

Both demonstrate how functional products can still feel indulgent, with the emotional benefit of making everyday life a little more enjoyable.
 

Where practicality meets design

In homeware and tabletop, design, craftsmanship and individuality can be just as important as functionality, particularly when choosing something intended to become part of someone's home.

Dinnerware offers gifting opportunities for new homeowners, couples and those who enjoy entertaining. The Royal Victoria by Wade collection combines British design heritage with everyday functionality, offering pieces suited to both family meals and special occasions.

Wade's iconic Fish Jugs, including the latest colour additions, offer something more distinctive. With their recognisable design and Stoke-on-Trent ceramic heritage, they work as both functional tableware and statement pieces.

For retailers, communicating the design inspiration, heritage and character behind these products can help differentiate them from more conventional gifting options.
 

What this means for retailers

Black Friday and the Christmas shopping period provide an opportunity to introduce everyday product categories to shoppers who might not ordinarily consider them.

Unlike a typical household purchase, the person buying a gift is often not the person who will use it. Gifting decisions are therefore influenced by more than product specifications, with shoppers considering the recipient's interests, lifestyle and personality.

For retailers, this creates an opportunity to merchandise products around gifting occasions, hobbies and experiences rather than relying solely on conventional categories. Highlighting how a product will be enjoyed, alongside what it does, can help shoppers recognise its relevance as a gift.

Ultimately, practical gifting isn't simply about choosing something useful. It's about finding something thoughtful that offers enjoyment, individuality or lasting value well beyond Christmas Day.

All products featured are available now. To find out more or place an order, contact your account manager or email sales@rkwltd.com.

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Research sources: IPA 2026 Christmas Consumer Report (survey of 2,000 UK adults, May 2026) IPA and Ipsos Christmas gifting search analysis (October 2026). Ipsos