NEWS COPY
The stereotype of men making a last minute dash to the shops to buy Christmas presents is a thing of the past - with blokes now believing they are 'very good' gift buyers.
A study of 2,000 men found more than a third take pride in gift buying and 74 per cent even went as far as to say they enjoy the task.
Only a sixth would still admit they are a ‘last minute shopper’, compared to more than a third who describes themselves as a ‘listener’ who takes hints from loved ones.
A confident 42 per cent rate themselves as ‘good’ at present buying while a fifth claim to be ‘very good’.
And while in previous generations, men typically left it to their other halves to buy Christmas gifts, two in five men now make the purchases themselves.
Another 45 per cent think they are more thoughtful and generous now than ever before.
The study, which was commissioned by shopping centre centre:mk, also found the average modern man spends almost two hours selecting the perfect gift for his partner.
Kim Priest, head of marketing at centre:mk, said: “We are seeing a move away from the ‘Last Minute Shoppers’ - men who traditionally leave it to the last minute then run into the centre on Christmas Eve.
“There will always be some man-dashers but it’s fantastic to see that men’s attitudes today have shifted with over a third of men referring to themselves as ‘The Listener’ - they feel organised, take the hints and know exactly what to buy.
"How times have changed.”
As part of this research, www.centremk.com, which is marking its 40th birthday, has collaborated with men’s fashion expert and author, Josh Sims, to explore this change in the male attitude to Christmas shopping and why this may have happened.
Josh Sims said: “Four decades ago, attitudes to male gifting were very different to today.
"Women were still typically considered home-makers rather than professionals - their Christmas gift was an indicator of the man’s status as the breadwinner.
“Employment for women over the second half of the 1980s then rose at a faster rate than at any time in the last 40 years which changed things.
“The increased financial independence among women means their partners are free to buy what they want for themselves regardless.”
The research also found 1970s Christmas shopping was largely a female job, with 73 per cent of husbands leaving the task solely to their wives.
Generations later, it seems men’s attitudes towards gift buying have moved on with 56 per cent of respondents believing men put more time and effort in today compared to previous years.
But the older age group of 65+ take the least amount of time at an hour and 20 minutes.
Instead, more than half of younger men remember their Dad leaving all present buying to their mum.
It also emerged more than half of men reckon they spend more time getting a gift for their other half than anyone else.
And more than two fifths of those polled, via OnePoll, also spend the most money on their significant other, splurging an average of £137, with perfume and jewellery the most popular modern-day gifts.
This is similar to the 1970s, where perfume and jewellery were also popular.
But the number of women receiving domestic items as Christmas gifts has gone down.
Between 1971 and 1989, one in every three items gifted to women from their partners fell into this category, with prime examples being ironing boards, washing machines and kitchen gadgets.
In 2019, however, such items make up only 12 per cent of favoured women’s presents.
How men best describe themselves when it comes to Christmas shopping:
THE LISTENER: He's taken the hints and made a list. Although there may be no big reveal on the day - half of men buy their partners whatever it is they’ve been asked to buy. (36 per cent)
THE FRUGAL SHOPPER: The times are tight. Or he is. Either way, for 18 per cent of men Christmas is about keeping the money wrapped up in the bank and not under the tree. (18 per cent)
THE LAST MINUTE SHOPPER: Has he been planning for months, only at the last minute choosing to execute his plan? Or has he not realised Christmas comes the same time every year? (16 per cent)
THE BIG SPENDER: Mr. Big splashes the cash. It may not be on something you actually want but never mind that. He's one of the eight per cent of men who like to impress with an expensive gift such as a tablet or a phone. (8 per cent)
KING OF CASH: What could that slim, envelope-shaped gift under the tree be? Oh, it’s an envelope - with cash in it. Playing it safe, seven per cent of men give their partners money for the festive season. (7 per cent)
MR. ME: You live together, right? So what he buys for you could be, something for him as well. Around four per cent of men buy a gift they actually want themselves. (4 per cent)
ENDS
