Cost-of-living pressures mean Brits will be cautious in the run up to the holiday season, according to eBay’s Christmas Spend Trends report. It forecast 64% of consumers will reduce their festive budget and get creative with gift-giving instead.
This is supported by new findings from the Institute of Practitioners in Advertising. The industry body surveyed 2,000 UK adults and reported 67% would happily receive a second-hand or refurbished gift. The most popular options included books (34%), jewellery (21%) and clothes (20%).
Approximately half of its respondents would also consider giving pre-loved presents to an adult (49%) or a child (51%). Key considerations include affordability, sustainability, the greater chance of a bargain, and whether the money would go towards a charitable cause.
With this in mind, smart brands will focus on messaging which details value, savings and social good in the run up to Christmas. Here are ten creators who will skilfully prioritise sustainability, budget-friendly gift-giving, and creativity during the festive season.
1. Mimi Harrison (Beat The Budget)
Harrison launched her food blog Beat the Budget while at university. Since then, she has shared more than 400 affordable recipes with her 280,000 Instagram followers and penned her debut cookbook. Last year, the recipe developer detailed how shoppers can create festive feats for less than £20 in a video that amassed more than 42,000 views and demonstrated how her followers can get creative with their leftovers.
2. Clare Seal (My Frugal Year)
The financial advisor is best known for documenting how she budgets her salary to relieve personal debt and improve her relationship with money. On Instagram, Seal helps others gift meaningful presents to reduce waste and avoid over-spending. Last year, she partnered with ASDA to uncover how consumers can cut the cost of their food shop in a Reel which was viewed 22,000 times.
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This TikToker is best known for her cleaning vlogs, tutorials and product reviews. During the festive season, brands can expect DIY decorations, homemade gift guides and affordable stocking filler tips.
4. Emma Sendall (Queen of Vinted)
The self–proclaimed Queen of Vinted uses her platform to share tips and tricks for buying second-hand. During the 2022 festive season, Sendall made it her mission to share as many pre-loved gift ideas as possible.
5. Gavin Wren
A food policy expert, Wren is known for sharing financial advice, through which he has accumulated more than 165,000 TikTok followers. He tracks the cost of festive favourites to help shoppers find cheaper alternatives and reduce spending.
This nurse and thrifting-expert is a favourite among the frugal TikTokers. Her money-saving hacks include upcycling old items, charity shopping, carboot sale hauls and budget-friendly present ideas. Last year, she shared a pre-loved gift that cost less than £10 in a video viewed 26,000 times. Also on her feed is a charity shop vlog documenting how she finds festive outfits.
7. Makala Green
As one of the UK’s leading money-saving experts, Green uses her platform to publish financial guidance and guide her followers through the expensive season. From ditching the turkey and gifting homemade presents to making the most of supermarket loyalty schemes and exploring charity shops for hidden gems, the creator has made it her mission to help families stay informed on how to save money.
LAST MIN GIFT IDEA – Painted Candles diy. These are such a quick but effective present idea and simply tied up with ribbon they make a really cute gift. I used a box of @flyingtiger plain candles and my trusty @posca_uk paint pens! Which is your fave design? #bangondiy #christmasgiftideas #christmasdiyideas #lastminutexmas #lastminutegifts
This DIYer, upcycler and second-hand shopper has been transforming her Essex rental. While this is the main focus of her socials, she also shares budget-friendly Christmas decor ideas. These includes tablescapes, DIY gift guides, and re-purposed decoration tutorials.
TikToker Kat’s feed is flooded with affordable homeware, fashion and lifestyle content. Last year, her top-performing festive content included a budget-friendly decor video followed by her bargain version of Neptune’s Snowy Village mantelpiece, DIY decorations tutorial and a decor dupe recommendation.
10. Ola Zwolenik
This lifestyle Instagrammer shares pictures of her colourful home and eclectic decor inspiration. Last year, her Christmas tablescape garnered more than 62,000 views. She also shared how she prepares for guests during the festive season with vintage and pre-loved bargains.
By Abby Oldroyd, news and features writer for CORQ.