More than two-thirds (69%) of European shoppers reveal they’ve discovered a hidden present before the big day, and almost the same number ( 67%) feel guilty about packaging waste at Christmas.
Four in ten (40%)* European consumers have hidden Christmas presents so well they couldn't find them again until after Christmas Day, according to new research commissioned by Amazon. The survey of more than 10,000 adults in the UK, France, Germany, Spain and Italy reveals the creative lengths shoppers go to when hiding gifts, with some using suitcases (17%), sock drawers (14%), and even washing machines or tumble dryers (3%) as secret hiding spots. Meanwhile, more than two thirds (69%) of respondents admit to discovering their own Christmas gift before the 25th of December.
With the festive season approaching, Amazon has shared the findings with a reminder to customers. One in two Amazon orders now comes in reduced packaging or the product’s original box. This means less packaging for customers to recycle and it has helped the company avoid more than 4 million metric tons of packaging since 2015.
For some popular gifts, this may mean they arrive without additional Amazon packaging, revealing what's inside. So if you’re buying a present for someone you live with and they might be home when it’s delivered, simply tick the box at checkout to add Amazon packaging and keep the surprise.
Thais Blumer, Head of Sustainable Packaging, Amazon Europe said: “We’re proud that over half of Amazon orders in Europe now ship with reduced, recyclable packaging, or without anything but a shipping label added by us – helping customers reduce clutter and cut waste. But for those special surprises that need a bit more discretion, there's always the option to add extra packaging at checkout.”
Key research findings:
- Hiding habits: The most common hiding places for Christmas gifts in Europe according to survey respondents are wardrobes/cupboards (48%), under the bed (31%), in the attic or loft (18%), in a suitcase (17%) or in a sock drawer (14%) with other spots including behind books on a shelf (15%), in a toolbox (7%), in the laundry bin (5%) and in a washing machines or tumble dryer (3%).
- Lost and found: 40% of European shoppers surveyed have hidden gifts so well they couldn't find them again until after Christmas Day.
- Surprise spoilers: While 69% of respondents admit to discovering a present early, 42% of European consumers surveyed say this made them feel disappointed or guilty.
- Festive waste: 67% of European respondents feel guilty about excess packaging waste at Christmas.
- Reusing wrapping: European shoppers have used more sustainable alternatives to wrap their gifts with four in ten (41%) of respondents reusing delivery boxes or brown paper, 29% using newspapers or magazines and 16% using swatches of fabric, handkerchiefs or old scarves. Twelve per cent of respondents admit to wrapping gifts tin foil!
For those who want to maintain the surprise without adding additional packaging, Prime members can also select Amazon Day Delivery to choose a specific day when they know gift recipients won't be home.
Amazon’s Ships in Product Packaging programme is part of the company’s wider efforts to reduce waste across its operations. By shipping items in right-sized packaging – or, where possible, in just the manufacturer’s box – Amazon helps to reduce unnecessary materials and the amount of packaging customers need to recycle at home. Since 2019, more than 1 billion shipments have been sent without added Amazon packaging, arriving in the product’s original box with only a shipping label attached.
Read more about how Amazon continues to improve its packaging.
*Figures taken from a survey of 10,398 consumers in the UK, France, Germany, Italy and Spain, conducted by Kantar between 23rd October and 3rd November 202
