Slow gifting: the Christmas trend putting meaning back under the tree

This Christmas, the dash for last-minute stocking fillers is giving way to a new trend: slow gifting. Thoughtful, sustainable and often handmade, these presents are bought with intention, wrapped with care, and chosen to last far beyond the festive season. From artisan, upcycled designs to pre-ordered wellness bundles, shoppers are turning their backs on convenience buys in favour of gifts that truly mean something.

Here, Nadine Hummert, founder of sustainable luxury lifestyle brand Equilibrium Lifestyle, explores how slow gifting is redefining the way we celebrate Christmas – and why it’s good news for people and the planet.

What is slow gifting?

According to YouGov’s 2024 Christmas gifting report*, more than half of UK shoppers now plan their present buying weeks in advance, signalling a clear shift away from the frantic, last-minute dash. This considered approach has given rise to what’s being dubbed ‘slow gifting’ – the movement towards choosing thoughtful and sustainable presents that carry more meaning and have less environmental impact.

From pre-loved treasures to handcrafted finds, consumers are increasingly seeking gifts that feel personal, unique and worth keeping, rather than fleeting purchases destined for landfill.

Why is slow gifting becoming more popular?

The rise of slow gifting is being fuelled by several cultural shifts. Growing awareness of the climate crisis means many shoppers are now actively seeking gifts with a lower environmental footprint – items that are sustainable, longer-lasting, and less likely to end up as waste. At the same time, there’s a stronger desire for meaning and personalisation, with handmade goods and experiential presents becoming more popular than mass-produced products.

Surveys show people are also planning ahead and buying earlier to make more considered choices rather than rushing into last-minute splurges. And younger generations are leading the charge, with Gen Z and millennials embracing preloved, artisan and upcycled gifts as both a sustainability statement and a mark of individuality.

How can I start slow gifting?

1. Pre-order for peace of mind

Skip the December rush and pre-order early. You’ll guarantee your gifts arrive in time – beautifully wrapped and ready to pop under the tree.

2. Choose gifts that last.

Avoid festive-themed gimmicky or novelty gifts and instead really put thought and intention behind what that person might love for the long term, not just for the Christmas period. A personalised, framed print or a photobook of memories you’ve shared are great options. Or for the wellbeing lover in your life, how about a candle and eye mask for mindful evenings or yoga mat bags and meditation cushions to inspire new rituals in the New Year?

3. Remember the intention.

There’s something really special about buying from a small business. You’re not just picking up a gift – you’re supporting someone’s passion, creativity and hard work. Whether it’s a hand-poured candle, a ceramic mug made in a local studio, or jewellery crafted from upcycled materials, these gifts feel more personal because they are more personal.

And most small businesses care deeply about how their products are made, often using sustainable materials and eco-friendly packaging, which ties in perfectly with the slow gifting vibe.

4. Add a little everyday luxury.

Pick something your loved ones wouldn’t usually buy for themselves. At Equilibrium Lifestyle, our collections are designed to add comfort, calm, and a hint of indulgence to everyday life.

“Slow gifting is really about bringing intention and care back into the festive season. By selecting gifts that are thoughtfully made, sustainable, or handmade, we not only create a more personal connection with the person receiving them, but we also make a small positive impact on the planet.

“This Christmas, giving a little extra thought can make the festive season feel more meaningful for everyone,” concluded Nadine.

* YouGov’s GB Christmas gifting insight (2024)

For more information about Nadine’s collections, including her new tote bags and cushion covers, visit www.equilibrium-lifestyle.co.uk.