• Mobile telephones and gift vouchers break into children’s top ten gifts
• Top gifts for children include computer games, MP3 players /iPods and DVDs
• Older children just want cash and gift vouchers
• Men are more likely than women to spend most on their spouse or partner
• Women spend most on their kids

According to the Christmas retail survey from business advisory firm Deloitte, computer games are topping children’s list of presents they want to receive. The biggest climbers up the rankings since 2005 include CDs and DVDs (up five places since 2005) and boy’s toy figures (up five places since last year). Barbie dolls do not feature in this year’s list despite being number 3 last year.

UK adults were surveyed to find out what kids between the ages of 12-18 want for Christmas. The results show mobile telephones have broken into the top ten, which suggests phones are now just as much a desirable item for children as they are for adults. Traditional toys also seem to be making a come back with toy vehicles such as cars, especially the Aston Martin (James Bond) model and trains at number 3.

The top toys likely to be featured on most children’s wish lists include the ‘Bilibo’, a new toy aimed at two to seven year olds which encourages creative play, the Rubik’s Twist, a new version of the well known Rubik’s cube and Dr Who items, such as playing cards.

Tarlok Teji, head of retail at Deloitte said: “Advertising influences the choices we make and children are not immune to the impact it can have. More and more often kids will show strong preferences for the new fad item, which turns into pestering mum and dad to pay for it. We believe brand awareness decisive kids and ‘pester power’ is contributing to the bigger changes we see in the top ten gift list this year compared to last.”

Games consoles lose out

Although, computer games are top of the children’s ‘gift wish list’ this Christmas, games consoles have slipped five places down the rankings, from number 2 in 2005, to number 7 this year. The fall in popularity suggests some children are not tempted by the newer consoles now available.

Show me the money

Moving up the age range, adults claimed older children are most likely to want cash or gift vouchers (27%) followed by clothes (25%) and MP3 players or iPods (22%) which were ranked at number six in the children’s top ten gifts they want for Christmas.

Gift vouchers are one of this years must haves for some children throughout the UK including 58% of young people in London, 62% in Wales and the North West and 46% of children in the South.

Teji said: “Gift vouchers are becoming increasingly popular. They are a safe option for people who don’t want to buy the wrong gift and for those who don’t know what they want. But it’s not just children who want them. They also appear on the list of things grown ups will be buying friends and family this year at number three.

“Gift vouchers will make consumers happy, but for retailers, it means they must compete not only on the basis of what merchandise they are offering in the shops, but also on the basis of their overall brand popularity.”

According to adults in the Midlands, Scotland and Yorkshire, children (30%) want clothes and shoes compared to only 15% of children in the South East.

Who will receive the most expensive present?

The survey results also show 24% of adults claim they will be buying the most expensive Christmas present for their partners. This rose to 37% in Northern Ireland and 36% in the South West and is in stark contrast to those in the North East, where only 11% of adults plan to do the same because they will be more likely to spend on their sons and daughters.

Mothers in Northern Ireland and Wales should expect to get some good presents this year. The survey shows these regions will be the most generous spenders when it comes to their mothers. Dads on the other hand faired poorly by comparison across all regions. Only 1% of those surveyed stated that their most expensive present would be for Dad.

Men (31%) are far more likely than women (17%) to spend most on their spouse or partner. Women however, are more likely to spend the most on their sons (17%) than on their daughters (14%).

Those aged 65 and over were the only age group that were more likely to spend more on their children and those aged 16-24 were most likely to splash out on their mothers.

The Christmas Retail survey in its 12th year, looks at the spending habits and moods of consumers ahead of the Christmas period.

Key findings:

Top ten gifts children want for Christmas

Top ten gifts adults will be buying friends and family for Christmas

Ends

About this survey

The survey findings were based on consumer data obtained by market research undertaken by TNS on behalf of Deloitte. Over ten00 adults aged 16+ were interviewed on 1-3rd September 2006. The respondents were selected according to a quota sample designed to be representative of all UK adults. Replies were also received from questionnaires sent out to over 350 of the United Kingdom’s retailers.  The retailers were from a cross-section of the industry.

About Deloitte

In this press release references to Deloitte are references to Deloitte & Touche LLP which is among the country’s leading professional services firms, providing audit, tax, consulting and corporate finance services. Deloitte & Touche LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu (‘DTT’), a Swiss Verein whose member firms are separate and independent legal entities.  Neither DTT nor any of its member firms has any liability for each other’s omissions.  Services are provided by member firms or their subsidiaries and not by DTT.  Deloitte & Touche LLP is authorised and regulated by the Financial Services Authority.  The information contained in this press release is correct at the time of going to press.

Deloitte & Touche LLP is authorised and regulated by the Financial Services Authority.

The information contained in this press release is correct at the time of going to press.