17 Dec 2012
By Wright Communications
Colmar Brunton CEO Jacqueline Ireland says men revealed they will spend roughly $257 (on average) to buy a Christmas gift for their partner, while women anticipated spending a comparatively lowly $166.
"On the face of it, this suggests men are more generous at Christmas but there could be more too it than that," Ireland hints. "Is this simply about generosity or have they left it too late to shop around for the best deals?
"And just before all the men out there start getting too comfortable on the Christmas high ground, I would also point out that according to our survey, men are more likely to be the Christmas Grinch. Nearly one in 10 (9%) hate it and dread this time of year."
The survey results reveal that women are more organised than men when it comes to Christmas shopping. Almost a third of women purchase Christmas gifts throughout the year compared to only one in five males.
Asked what they would like Santa to bring them for Christmas, the most popular men's requests were tools/power tools (27%), vouchers (27%), books/music (24%) and a tablet or iPad 24%). The top female wishes were new clothes (41%), vouchers (41%), books/music (37%), jewellery (36%), perfume 30% and a tablet or iPad (29%).
"Females generally have a longer Christmas wish list than males and for some females that list includes plastic surgery (10%), lingerie (17%) and sex toys (5%)," Ireland says.
According to the survey New Zealanders will spend an average of $813.56 on Christmas gifts this year, buying presents for an average of 11 people each.
Browsing in shops remains the most popular way to get gift ideas (followed closely by catalogues). About 25% of Kiwis "do a lot of" browsing online as they look for gift ideas, daily deals and price comparisons.
Ireland says 30-39 year olds proved the most likely to actually go ahead and purchase gifts online with three quarters of them purchasing at least some presents online.
When it comes to technology, 27% of Kiwis at least sometimes use a smartphone for searching and buying online (42% of 18-39 year olds), while one in five people at least sometimes use a tablet or iPad.
Colmar Brunton interviewed a representative sample of 1024 people around New Zealand between 28 November and 5 December this year. The survey has a maximum margin of error of + or - 3.1%.
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