The frantic search for last minute Christmas gifts is increasing – and Londoners are the biggest culprits

If you find yourself regretting not being more organised about buying Christmas gifts and panic-buying last-minute presents every year, you’re not alone. Just 29% of Brits expect to finish their Christmas shopping before 18th December, leaving the majority hunting for gifts right up to Christmas Eve. In previous years, 3 in 10 Brits have openly admitted to leaving it until the last-minute.

Yet, with footfall in all UK retail destinations known to rise during the festive period, people are increasingly turning to online present shopping, as reflected in a new study by Mail Boxes Etc, which reveals Google searches for ‘last-minute gifts’ shot up by 4,267% in the UK in December 2024 alone.

But where in the UK are Brits most likely to do their Christmas shopping online, at the last minute?

The study analysed Google search volume for terms related to ‘last-minute gifts’ in December over the past four years to reveal where in the UK Brits have been frantically searching for presents online.

The UK’s panic-buying hotspots

Rank
City
Average December
Search Volume
(2020-2024)

1
London
5,333
2
Birmingham
913
3
Glasgow
610
4
Leeds
503
5
Manchester
465
6
Bristol
445
7
Edinburgh
443
8
Liverpool
380
9
Sheffield
293
10
Newcastle
273

London is home to the most Christmas panic-buyers, with an average of 5,300 Google searches for last-minute gift ideas in December over the last four years. Interestingly, search volume has seen small increases since 2022, suggesting that poor organisation and procrastination are on the rise in the capital.

A number of factors may explain why London is the UK’s hotspot for last-minute gifters. For example, with one in four Londoners working into the night, it’s likely residents are struggling to find the time to go shopping. Meanwhile, a 15% increase in tourists in December could deter residents from stepping into physical shops, or make it harder to get their hands on the gifts they want, forcing them to go online and panic-buy.

Birmingham comes in second with an average of 913 monthly searches in December. Searches for last-minute gifts hit a three-year high in 2024, so it’s clear that the West Midlands city’s residents are growing less organised.

Home to one of the UK’s most popular Christmas markets, Birmingham locals may feel some festive fatigue, struggle to navigate the crowded streets, or face stiff competition sourcing the gifts they’re after in the lead-up, as up to five million visitors descend on the city over the festive season.

Glaswegians are also renowned for being last-minute gifters, with an average of 610 searches in December for last minute gift inspiration over a four-year period. Residents’ searches also hit a three-year high last year, suggesting that gift planning and buying are a declining priority for many.

Named the UK’s friendliest city, Glasgow enjoys a bustling nightlife, which could mean Glaswegians’ diaries are stacked in December, limiting time for gift shopping. Plus, previous studies have shown that Scots pride themselves on a more laid-back quality of life, so it may be that last-minute shopping is the ‘norm’ rather than a stressful activity.

Why are Brits increasingly doing Christmas shopping at the last-minute?

The study indicates an upward trend in Brits doing last-minute Christmas shopping, but what’s driving this?

Eloise Skinner, a London-based psychotherapist and author, says less money, more choice, and increased pressure may be to blame.

“People might want to hold out to see if they can get a better deal. With the cost-of-living crisis, people might be more discerning about making a purchase,” she explains.

Considering 56% of Brits have been affected by the cost of living crisis, it’s no surprise that 67% report feeling worried about affording essentials this winter, let alone Christmas gifts.

Then there’s decision fatigue. She says: “With the ever-increasing amount of choice and options, it’s easy to feel overwhelmed or uncertain about what to purchase. It can be hard to actually decide on a gift, making decision-making even slower.”

With research suggesting we can make as many as 35,000 decisions per day, adding buying Christmas gifts to the list can become another overwhelming task, which results in many people avoiding it for as long as possible.

And finally, there’s the pressure to find a perfect gift. “Brits may want to shop around before committing to a gift purchase, but in the process, may end up shopping all the way up to Christmas Eve,” she adds.

According to a previous survey, 46% of Brits find thinking about Christmas gifts to buy is one of the most stressful parts of the festive season, and having to shop for them is also a source of anxiety. Whether it’s just one or all three of these reasons why Brits are putting off Christmas shopping until the last minute, clearly, it’s a growing problem.

Bryony Joyce, Operations Manager at Mail Boxes Etc., shares his top tips for last-minute shoppers this Christmas:

#1 Choose personal gifts over expensive ones

Thoughtfulness always matters more than cost when it comes to gifts. In fact, our recent survey revealed that over one third (38%) of Brits would be happy to receive a second-hand gift, showing that thoughtfulness is key.

Consider the recipient’s hobbies and interests – a small but meaningful gift shows that you really know the person and have taken the time gift them something they will use and enjoy.

#2 You can never go wrong with food

Edible gifts are always easy to purchase at the last-minute. During Christmas, brands will always release nicely presented boxes of chocolates, biscuits, artisan cheeses and more.

A nicely presented box of treats feels indulgent and special without feeling like an afterthought. Just make sure you buy something you know they can eat.

#3 Opt for an experience

When you’re short on shopping time, experiences are ideal. You can purchase gift cards or vouchers for anything from meals out and spa days to entire days out or overnight stays.

Experiences are easy to purchase online and can be printed at work or at home and tucked inside a Christmas card.

#4 Make the most of fast delivery providers

If you can’t make it to the shops and need to order online, prioritise searching on retailer websites you know can deliver on time.

There’s nothing worse than finding the perfect gift, only to find out it won’t arrive in time for Christmas.

Check cut-off times, look for click-and-collect options, and, where possible, select next-day delivery. And if you plan to send gifts in the post, make sure to check the final delivery deadlines.