Christmas is coming and it looks like another job for mum, as new research from Mintel reveals.

Mum’s the word when it comes to Christmas shopping

Christmas is coming and it looks like another job for mum, as new research from Mintel reveals.

Mum's the word when it comes to Christmas shopping

This year, Britain’s mothers are more than twice as likely as fathers – 26% against 12% – to get the job of buying gifts for the children. Indeed, 26% of Britain’s mums – amounting to 2.2m – buy both Christmas and birthday presents for the children, compared to just 0.8m of the nation’s dads.

Exactly half of mums and dads, 7.6m, share the gift buying responsibilities.

Alexandra Richmond, senior consumer and lifestyles analyst at Mintel, said: “Gift shopping is a struggle for many men, so it’s no surprise that Britain’s mums are the most likely to land the job of the Christmas shop.

“Shopping for the family’s gifts can be quite a time-consuming job, adding to mums’ already ram-packed schedule. Although mum is more likely to be topping up presents from Santa for the children, it’s a safe bet that she’ll also be getting presents for the other relatives too.”

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