Free the birds

Branding, Insight

Christmas Gifting: What’s Next?

We know we need to be better, do better and take responsibility for our actions to ensure that we protect our planet and save humanity. So how will this influence the future of Christmas gifting?

Healthy mind, healthy body, healthier planet and happy soul are the overarching trends that we believe will have an impact on the brands and experiences we will be choosing as alternatives to the usual gifts of slippers, perfume and chocolate over the next few years to come.

Already, we are seeing an explosion in ticketed, shared-interest events and workshops – from those addressing the macro issues, such as New Scientist Live, to the more niche interest offerings served by sessions run by The School of Life.



The School of Life

This shift is being driven by the opportunity to learn, experience and forge relationships with like-minded people – an excellent way to build brand loyalty from first-hand experience and storytelling, contributing to a feeling of community and kinship.

And we are seeing with the rise of experiences dedicated to the learning of new crafts and maker skills, such as those offered by Earl of EastThe Goodlife CentreWool and the Gang and Cotton Clara.

There is recognition that in the 21st century, taboos are there to be broken. Brands such as Maude, Dame and My Viv, for example, offer a different take on the traditional sex toy vernacular and are stylish enough not to be hidden away: bringing new resonance to the gift of self-care!



The Soap Co.

From an environmental and social purpose perspective, those brands that are credible and authentic and give back will prevail. Haeckels, which never fails to drive home the environmental message engrained in its DNA and which can only be praised, admired (and added to the Christmas list please), is one powerful example of this.

Clarity & Co’s luxury brand The Soap Co. is another, with its story that’s so incredible, its products such a joy and – most importantly – its ethos. Clarity is a social enterprise that measures its success on the number of hours employment they are able to provide for their colleagues.

Don’t get me wrong. There’s also still a place for sparkle and luxury during the festive season, of course, from brands such as Lark & Berry – which uses responsibly sourced, conflict-free cultured rather than mined diamonds for their jewellery.

So get out there. Spend for good. And enjoy.

Happy gifting!

Sara Jones.