In the past 60 years, the average child’s Christmas stocking has almost tripled in value with today’s festive stocking worth £180 more than in the 1960s (based on the equivalent spend in today’s money).
When looking at the value of a Christmas stocking, children of the noughties have over £300 of presents sitting at the bottom of their bed and even more waiting by the tree! Despite this parents are in denial about how much they are shelling out estimating that they will spend just £84.88 – over three and half times less than the actual average spend.
| Decade | Cost |
| Noughties | £305.60 |
| 1980s | £141.60 |
| 1960s | £121.60 |
Nick Kidd, head of home insurance at AXA, said: “The traditional 1960s sock stuffed with sweets, chocolate, toys and books has been replaced with a sack full of MP3 players and computer games, which, while fun, could be worth more than you think. So much so we have seen a significant shift in the value of gifts over the past 50 years with their monetary worth more than doubling since the 1980s.
“Over the Christmas period most people will automatically benefit from additional insurance cover on their contents insurance to cover these gifts. However, this cover increase won’t apply at other times of the year and we encourage people to ensure that their insurance cover is adequate at their next renewal.”
Some additional findings from the research:
- Boys’ love of computer games means their stocking is more expensive than their female counterparts.
- Today, the North West is home to the most expensive stocking at £156 while Northern Ireland is the cheapest at just £82 shortly followed by the South West with stockings worth £102.
- Children of the noughties want a stocking full of gadgets and money while the older generations are happy with books and chocolate.
Something for the big kids:
| Best Christmas stocking gifts: | Worst Christmas stocking gifts: |
| 1. Money 2. Perfume / Aftershave = Laptop = Chocolate 5. Clothes |
1. Iron 2. Gym Membership 3. Babysham 4. Executive toy 5. Socks |
Our research showed that 25% of all adults still get Christmas stockings today with some strong views on what they do and don’t want included.
Further findings from the research:
- Almost two-thirds of the UK (59%) and three quarters of those over the age of 46 believe a return to more simple presents would be a good thing.
- The UK still loves stockings with just 6% believing they are a waste of time
- Outside of stockings individuals will spend on average, a further £238 on Christmas presents.
- Almost half of all women (45%) would be unhappy with an iron as a gift compared to just 30% of men.
- Despite the touch economic climate over half the population (51%) are planning to spend the same as last year with one in 10 planning to spend more.
- Those that are cutting back are doing so because they can’t afford it (54%), they believe presents are becoming too expensive (29%) and Christmas is becoming too commercial (21%).
Note:
1Research completed by OnePoll amongst 2000 UK adults in October 2009.
2Average cost of a stocking for both adults and children
