Debenhams Reports Women Have Christmas all Wrapped upBy Debenhams, PRNE
Wednesday, December 8, 2010
LONDON, December 9, 2010 - Debenhams has revealed that over 80% of presents under the Christmas tree
are selected, purchased and wrapped by women.
A new survey from the department store revealed that most women buy the
majority of Christmas gifts (www.debenhams.com/christmas) for
partners, children, grandparents, neighbours, friends and even themselves,
plus stock up on expertly-wrapped standby unisex gifts such as wine and
chocolates for unexpected Christmas visitors.
Debenhams spokesperson Michelle Dowdall commented: "While tradition
states that the male is the head of the household, when it comes to Christmas
shopping, women clearly wear the trousers.
"Whilst novelty gifts or boxes of chocolates may be a surprise for wives
and mums on Christmas morning, the majority of women have already chosen or
even bought the gifts they receive from their loved ones.
"When women are Christmas shopping they know exactly what will make
themselves and their partner happy. Men seem a little less certain and often
seek advice or guidance, which is why as a result of this survey we have
briefed our army of personal shoppers to know exactly what to ask to help men
find that perfect gift for their partner."
In a survey of 1,000 pre-Christmas customers, women came out as the
seasoned shoppers, planning ahead of the crowds to purchase the perfect gift
for every family member, putting thought and effort into each present.
Some admitted to buying gifts for themselves as early as September and
presenting their husband with a receipt and present to put away until
December. Others wrote wish lists for their partners, knowing that the gifts
would appear under the tree come Christmas morning with little or no added
The survey showed that 69% of women chose presents for their partner
based on their own ideas, whereas only 21% of the presents were based on a
specific item their partner had requested, and 10% were impulse buys.
Men seem to be relying on their partners wish list when Christmas
shopping, with 49% choosing directly from the wish list, 37% using gifts
their wives had bought and given to them and 11% impulse buys. There also
seems to be a clear tendency that the older the man gets the more he follows
the wish list.
Michelle Dowdall continued: "In December we see men walking around our
stores clutching on to wish lists as if they were winning lottery tickets,
whereas women are much more adventurous and find inspiration as they go
The study found that men tended to choose 'safe' Christmas gifts for her
such as lingerie, perfume gift sets (
www.debenhams.com/beauty/fragrance), jewellery and premium cosmetics,
yet women included cosier items such as jumpers, coats and slippers on their
Debenhams is a leading department stores group with a strong presence in
key product categories including women's and men's fashion, kid's clothing,
Christmas gifts for men (
, home, perfume gifts and health and beauty gift sets (
(Due to the length of the above URLs, it may be necessary to copy and
paste the hyperlinks into your Internet browser's URL address field. Remove
the space if one exists.)
Debenhams is the second largest department store chain in the UK.
Debenhams operates 167 stores in the UK, Republic of Ireland and Denmark,
comprising 154 full department stores and 13 Desire by Debenhams stores,
which is a small store concept featuring an edited product range. Debenhams
also has 60 international franchise stores in 23 countries. Debenhams online
store can be found at Debenhams.com, where shoppers can find out all about
the latest products to reach Debenhams's via Debenhams TV.
PR Contact: Carie Barkhuizen Debenhams PR Manager 33 Wigmore Street London W1U 1QX +44(0)20-7408-3298 www.debenhams.com
PR Contact: Carie Barkhuizen, Debenhams PR Manager, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7408-3298
Tags: Debenhams, December 9, London, United Kingdom