8th December 2005
Britons are turning against modern Christmas materialism in substantial numbers, a new nationwide survey carried out for the Brooke, the UK’s leading overseas equine welfare charity, reveals. Fed up with the annual headache of buying gifts for people who already have everything - and with receiving unwanted presents - many of us are switching on to “virtual gifts” instead.
A virtual gift is a new charity phenomenon in which recipients get a card or certificate stating a donation has been made to a charity in their name for a specified purpose. Leading charities first offered virtual gifts some two years ago.
The poll of 2,000 people across Britain carried out for the Brooke by YouGov found that 4 out of 10 think that virtual gifts are a good idea, with almost 3 out of 10 saying they would consider buying one for someone. And 10 per cent would even forgo a traditional gift in favour of a virtual one – which equates to approximately 4.6 million people across Great Britain.*
The reason for this support for virtual gifts may not be hard to understand as the poll showed that a whopping three quarters of the population think Christmas has become too materialistic, with the same number thinking that too much money is wasted on presents that people don’t need. Indeed, the poll reveals that 1 in 4 people didn’t enjoy shopping for Christmas presents last year - and received presents they didn’t want.
Support for “virtual” gifts is highest in Scotland, with Scots also being weariest of Christmas materialism and the recipients of the most unwanted gifts.
Mike Baker, Brooke’s CEO said: “We’ve all grumbled for years about the spend-fest that Christmas has become and now people are beginning to vote with their consciences and their wallets. Buying a virtual gift honours the spirit of Christmas and makes the recipient feel that they’ve played a part in improving our troubled world. And better still, it means they don’t have to take those crimson camisoles or checked socks back to the shops.
“A virtual gift is the perfect way to break free from the headache of the present buying rat race - it doesn’t even need wrapping.”
John Trampleasure, Brooke’s Fundraising Director adds “Our poll shows that 10% of people would prefer to receive a “virtual” gift this Christmas. With average spending on Christmas presents of £337 per person**, a shift of expenditure to virtual gifts presents a huge opportunity to help people and animals in need. And that’s surely a better way to honour the spirit of Christmas.”
The Brooke’s own virtual catalogue is being launched to help hundreds of thousands of working donkeys and horses that toil in often horrendous conditions abroad to help feed poor families. Gifts include a donkey life-saver, a vet for a day and a roadside rescue pack. The new poll showed that 30% of potential purchasers of virtual gifts would choose gifts that would help people and 18% gifts that would help animals. With a working horse or donkey supporting up to 6 people, the Brooke is counting on its virtual catalogue to be a success. The catalogue is available by phoning 020 7930 0210 or from www.thebrooke.org
Editors Notes:
Brooke virtual gifts include: ‘Portable Oasis’ at £21.14 – a portable water trough for working horses and donkeys; ‘Vet for a Day’ at £40; ‘Pedicure Kit for Donkeys’ – farriery tools at £33, and ‘Roadside Rescue Pack’ at £64.80 – an emergency pack used by Brooke vets containing intravenous infusion of vitamins and minerals that help horses that collapse by the roadside to hang on to life while the real problems are diagnosed with the owner.
* The poll of 2098 people was carried out by YouGov online with research conducted between 2 – 5 September 2005. Key information from the poll included:
- 72% think Christmas has become too materialistic
- 75% think that too much money is wasted at Christmas on things people don’t need
- 39% think virtual gifts are a good idea
- 37% didn’t enjoy shopping for Xmas gifts last year and received presents they didn’t want
- 29% would be impressed that the giver had thought of it if they received one
- 28% would consider buying a virtual gift for someone (with 17% saying that they would consider buying a virtual gift this Christmas)
- 13% would rather receive a gift that has helped a charity rather than the kind of gifts they usually receive
- 10% would rather receive a virtual gift than the kind of gifts they usually receive at Christmas
- 12% see virtual gifts as ideal solution as their friends family have got everything they need
- 57% have bought charity Xmas cards in the past
- 24% think that people should always try to purchase something from a charity at Christmas e.g. cards, gifts
**Average Christmas spending per Briton on presents in 2004 was £337 according to Switch/Maestro Cost of Christmas survey
| 
