What Australia’s Christmas Gifting Stress Reveals About How We Really Want To Give

Each year, Australians pour significant time and emotional energy into Christmas gifting.

According to new research from Prezzee, Australians spend an average of 6.3 hours shopping for Christmas gifts, with three in ten (29 per cent) spending over seven hours searching for the right present. Yet despite this investment, the outcome often falls short. Over half of Australians (53 per cent) report receiving unwanted gifts during the Christmas season.

This disconnect between effort and outcome is not incidental. It reflects a broader shift in how gifting is experienced and evaluated. Prezzee’s research shows that three quarters of Australians (76 per cent) find it difficult to choose the right presents for friends, family and colleagues. In response, three in five (60 per cent) have turned to online-only channels in an attempt to make better choices. However, increased access and convenience have not translated into greater confidence or satisfaction.

The emotional weight attached to gifting is also becoming more pronounced. Over half of Australians (54 per cent) say their biggest source of stress is getting something the recipient would like, while almost three in five (56 per cent) would be upset to learn a gift they had given was regifted. These findings suggest that gifting is no longer just about the exchange itself, but about what that exchange communicates. A gift that misses the mark is increasingly perceived as a reflection of misunderstanding rather than misfortune.

This helps explain why over one third of Australians (35 per cent) admit to regifting unwanted Christmas presents. Rather than being driven by disregard, regifting points to a misalignment between what is given and what is genuinely valued. When more than half of gifts are unwanted, it raises questions about whether traditional markers of a “good” gift, such as surprise, novelty or perceived effort, are still serving their purpose.

What is emerging instead is a preference for relevance, flexibility and personal meaning. Australians appear to be seeking ways to give that reduce the risk of disappointment while preserving emotional intent. This is particularly evident in workplace gifting, where over one third of Australians (35 per cent) say team celebrations or shared experiences are the most meaningful gifts from an employer. Thoughtful personalisation also plays a role, with three in ten (31 per cent) valuing food or drink their employer knows they will enjoy and one quarter (26 per cent) considering employee awards to be the most significant gestures.

These preferences highlight an important shift. The most meaningful gifts are no longer defined by their physical form, but by how well they reflect understanding and consideration. The value lies less in the item itself and more in the confidence that it will be appreciated.

It is within this context that technology can enhance rather than erode the sentiment behind gifting. While digital gifting is often viewed as impersonal, Prezzee’s research and campaign demonstrate that personalisation and experience can restore emotional connection. The launch of Prezzee’s Magical Moments experiences, including Santa’s Nice List Nominations and Magical Christmas Carollers, was designed to address the tensions identified in the data.

By enabling personalised messages, imagery and shared digital experiences, these offerings aim to reduce the uncertainty that defines modern gifting. They respond directly to the reality that 76 per cent of Australians struggle to choose the right gift and that 53 per cent receive unwanted presents, despite the time invested.

While Christmas brings these challenges into sharp focus, they extend well beyond the festive season. Birthdays, milestones, expressions of gratitude and employee recognition all present the same underlying question: how do you give something meaningful without guessing wrong?

The answer increasingly lies in rethinking what success looks like in gifting. When gifts offer choice, personalisation and emotional resonance, they are more likely to be held onto rather than passed on. Christmas may expose the problem, but it is shaping a broader evolution in how Australians give, connect and show appreciation throughout the year.

Click here to send a Prezzee Magical Moment.

About The Research

The research was commissioned by Weber Shandwick and Prezzee and was conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1,009 Australians aged 18+ years old. Surveys were distributed throughout Australia including both capital city and non-capital city areas. The survey was conducted online amongst members of a permission-based panel from 31 October 2025 to 3 November 2025. After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics.

David Christie is Deputy Group Chief Executive Officer at Prezzee

Last Updated on December 17, 2025 by David Christie