Rethinking Gifting - Choosing Experience Gifts as an Eco-Friendly Alternative

As the UK heads into its biggest gift buying month, concerns about the environmental impact of traditional gifting continue to grow. From Black Friday through to Christmas Day, millions of material gifts are purchased, and a staggering amount end up unused, returned or even thrown away. Reports indicate that up to 80% of Black Friday purchases are ultimately discarded, and approximately £42 million worth of unwanted Christmas presents are sent to UK landfills each year. Even simple elements of gifting, like the transport of goods for Black Friday, add 429,000 metric tonnes of greenhouse gas emissions. This is driven by high delivery demand and the pressures of next-day delivery and returns. 

During a season when gift waste is at its peak, WonderDays is encouraging families to rethink their gift giving choices and consider experience gifts as an eco-friendly and meaningful alternative. Gifts like adventure days, food workshops and wellness activities generate little to no physical waste and are increasingly recognised as the eco-friendly gifting choice. 

Reports show that:

• 46% of Brits prefer receiving an experience over a physical item
• 16% choose experience gifts specifically for environmental reasons
• 13% feel less guilty spending money on experiences

Experience Gifts: A Sustainable Shift in Consumer Behaviour

Consumer behaviour continues to shift towards more sustainable and environmentally friendly gift ideas. In late 2024, reports revealed that 85% of UK consumers planned to make more sustainable choices, and 61% were actively seeking eco-friendly options when purchasing gifts. With this time of year being known for overconsumption and excess packaging, experience gifts offer a solution that aligns with the modern shopper’s values, making gifts more thoughtful and emotionally lasting.

With the shift in the consumer market, the UK experience economy is projected to grow at 6.5% annually through 2026, driven by the demand for more meaningful gifts. Consumers are prioritising making memories and personal growth over accumulating material goods, taking the opportunity to spend more time with loved ones. In 2023, a survey found that 52% of Brits would rather receive an experience gift than a physical item, and 42% of adults even agreed that Black Friday is bad for the environment.

A Meaningful Alternative to Throwaway Gifting

WonderDays believe gifting should create memories, not waste. Experience days allow people to spend quality time together, learning new skills, and taking on new challenges. These moments last far longer than physical presents, whilst avoiding the environmental cost of gifts that end up unused or discarded. Around 63% of people would rather tell others about something they experienced than something they bought.  Some of those experiences may include:

• Foraging Experience & Wild Food
• Bee keeping
• Highland Cow Cuddling
• Pottery Experience
• Mindfulness Day Retreat with Lunch

With more shoppers than ever looking for sustainable options, now is the perfect time to rethink what we give to others. Experience gifts can bring people closer, reduce waste and create stories worth sharing. This year, gifting thoughtfully can make all the difference, for the planet, and for the people closest to you. Making memories will last longer than any wrapped present.