Brits are expected to buy nearly 12 million subscriptions as Christmas gifts this year, providing a £680m boost to retailers, new research has revealed.

The study commissioned by Acquired.com revealed that 3.3 million Brits are likely to gift close to 12 million subscriptions this festive season.

This surge in subscription gifting is predicted to contribute £680 million to retailers.

The findings also show that men plan to spend an average of £60.20 on subscription gifts, while women are set to spend slightly less, averaging £54.80.

By category, the top subscription gifts this Christmas are those linked to hobbies (like gaming, DIY, or crafts), followed by magazine and newspaper subscriptions, with beauty subscriptions coming in third.

Greg Cox, CEO and founder of Acquired.com, said: “Gift-giving is a very personal experience. While some may prefer to give physical presents, it can be challenging to find that special something, and subscription gifts are a great alternative.

“As a shopper, you can easily find a gift with a personal connection to the recipient, whilst also avoiding the crowds and the stress of shopping in person. For those who are experience-seeking or sustainability-minded, subscriptions often feel both more intentional and less wasteful.”