According to new Bango research, a growing trend among UK Christmas shoppers is choosing subscription gifts to streamline the festive season. The study reveals that 29% preferred gifting subscriptions to avoid the hassle of wrapping traditional presents.
For those celebrating Christmas this year, the appeal of subscriptions goes beyond convenience. Over half of respondents (58%) agreed that subscription gifts are a fantastic way to extend the joy of Christmas throughout the year. Subscriptions provide ongoing enjoyment, value, and a memorable gift experience that lasts well beyond December.
“While video subscriptions are on top when it comes to Christmas gifts, this trend extends far beyond just streaming services. Today’s shoppers are embracing hundreds of different subscriptions, from meal kits to educational courses. This year, consumers are also finding even more value in subscriptions thanks to an array of special offers and bundled deals. These bundles let you mix and match different subscriptions, so gift-givers can keep the surprises coming all year round. It’s a savvy way to keep the Christmas spirit alive month after month,” said Giles Tongue, subscriptions expert at Bango.
In addition, the study delved into the types of subscriptions topping wish lists this holiday season. Video streaming subscriptions are in the lead, followed closely by gaming services. Shopping subscriptions came in third, providing perks like discounts and exclusive products, while music and health and fitness subscriptions rounded out the top five.
These choices highlight a growing appreciation for gifts that align with the recipient’s interests and deliver continuous value.
Subscriptions eliminate some of the stress associated with traditional gift-giving and cater to modern lifestyles, where digital access and personalized experiences are increasingly valued. Whether it’s a gaming pass or a fitness plan, subscription gifts offer a thoughtful and practical way to celebrate the season.