Last-Minute Christmas Shoppers Aren’t Disorganised, They’re in Love, Gift-Message Study Finds

A study by Virginia Hayward found that last-minute Christmas gift senders in Britain are motivated by love, with a significant increase in affectionate messages as the holiday approaches. The analysis of 163,527 gift messages over two years showed that the use of "love" and kisses in messages tripled from October to the days just before Christmas. The study highlights the enduring importance of personal messages, even with the rise of AI, as the majority of hampers in 2025 included personalised