This Christmas is set to become the most ‘digital’ in history, with more gifts being given electronically than ever before, a new report suggests. 

From digital gift cards to online experiences, UK shoppers “are embracing the ease and flexibility of digital presents, making this Christmas one to remember for tech-savvy gift givers”, according to the Gift Card and Voucher Association (GCVA). 

Gift cards, a popular choice for 33% of UK adults during the festive period, are now more likely to be digital than physical, it claims. In the first half of this year, digital gift card sales surpassed physical cards for the first time, now representing 52% of the market. 

However, research by the GCVA reveals that this trend goes beyond just gift cards. Around 30% of people now send digital presents to at least some of their friends and family, with the number rising to 41% for younger shoppers aged 34 or under. 

And recipients are very positive, with 50% say they are “happy” to receive a digital gift, 22% “very happy” and just 9% saying they’d be “very unhappy” to receive a digital present. 

Meanwhile, 68% of people who prefer them cite convenience and ease of use; flexibility to choose what you want (59%); the eco-friendly nature of digital gifts (22%); and 30% mentioning the ability to buy and gift digital presents instantly.
 
The most popular digital gifts include online shopping gift cards (70% of UK adults), digital tickets for events (55%) and digital subscriptions or games (20%).

But while digital gifts are rapidly becoming the norm, there’s still a generational divide with 83% of people aged 65 or over never having bought a digital gift, despite older generations still open to receiving them. In fact, 70% of over-65s say they’re happy to receive a digital gift, and only 10% insist on receiving only physical presents. 

Hannah Shimko, managing director of the GCVA, said: “We’ve seen the popularity of digital gifts grow dramatically in recent years, driven both by technology and an evolution in our gift habits and rituals. As we shop online, it makes sense that many of us also now choose to gift online.”