SINGAPORE: As Christmas rapidly approaches with retailers and marketers looking to make the most of the last few days, a recent study has taken a slightly different approach by seeking to identify who will be buying gifts for their loved ones.

Market research firm Kadence interviewed an unnumbered cross section of consumers across five Asian markets – Singapore, Malaysia, Hong Kong, Japan and South Korea – to understand more about their Christmas shopping habits.

It found that, across the markets surveyed, more than half (53%) will buy a gift for their partner, followed by a present for a parent or another family member (25%), although at least a fifth (21%) have no gift-buying intentions at all.

Koreans were found to be the most generous Christmas shoppers across the five markets, with 88% saying they will give someone a present this year. Two-thirds (63%) of Koreans will buy for their partner and a third (33%) for a parent.

In contrast, just three-quarters (75%) of Japanese consumers say they will shop for gifts this festive season and only 13% are considering whether to buy a present for their parents. There are similar results in Malaysia, a predominately Muslim country.

While sometimes there is an assumption that women are more likely to buy a Christmas present than men, the survey suggests otherwise.

It seems that men (80%), especially in Hong Kong (83%) are slightly more likely to buy a present than women (77%) and this trend is consistent across the five markets surveyed.

However, men are much more focused on their partner, the report added, with 60% buying a present for their partner while only 46% of women plan to do the same.

Women, on the other hand, are more willing to share the Christmas spirit and are much more likely to buy presents for friends (24%) and siblings (18%) than men (15% and 8% respectively).

Finally, the survey revealed that consumers generally have three extended family members in mind when shopping beyond their parents, siblings and partners. They also have up to five key friends and colleagues to buy presents for.

Data sourced from Kadence; additional content by Warc staff