Do It Yourself: Christmas Gifts!

The holidays are about coming together with friends and family, and sharing time—and hey, the gifts are lovely too. Shopping for the perfect item can feel stressful at times, and there’s something extra meaningful about something handmade, which is why it’s no surprise that about 1 in 4 people has plans to craft something for their loved ones.

And in some countries, the urge to craft is even higher, with nearly half of people intending to make something. For some, it’s cooking and baking; for others, pottery or carpentry crafts are taking flight. Regardless of the medium, there are a wide range of projects around the world entering their final sprints to make sure people’s nearest and dearest unwrap something with a personal touch.

Read on to find out what people are making, and why.

Methodology.

Insights from Klarna’s consumer research, conducted in cooperation with Nepa across 11 countries (the US, UK, Australia, Germany, Austria, France, Belgium, the Netherlands, Sweden, Norway and Finland). The research was conducted during October and November 2021 and includes a minimum of 1,000 respondents in each country. In total, more than 11,000 consumers participated. The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users, and have been selected by research agency Nepa.

11 countries

11,000 consumers

3 continents

Santa’s helpers.

Worldwide, people are crafting special items for their friends and family. The likelihood that someone is crafting in their workshop right now for you increases depending on where you live. We’ve examined which countries are the most hands- when it comes to gift-making.

Santa’s helpers.

One legend puts Santa’s workshop in Lapland, Finland. We can neither confirm or deny whether his helpers participated in this survey, but creativity clearly flows in the surrounding areas as 40% of Finns will be making their own Christmas gift this year.

Germany & Austria

the craftiest folks on the European continent come from Austria (47%) and Germany (40%), whose citizenry are likeliest to be making a gift for someone this year. Both nations’ populations are more than twice as likely to be preparing custom gifts than their neighbors in Belgium, France, and the Netherlands.

Santa’s little youngest helpers.

Gen Z are often also called the Maker Generation, and their drive to create and DIY their lives comes out in gift-giving as well. They are the most likely adults to be crafting something personal and unique. Meanwhile, their Baby Boomer grandparents largely prefer to avoid it all together.

Gen Z

The youngest have the highest share of creatives out of any generation. Especially in Germany, as 74% will be making their own Christmas gift.

5,5x

In the UK, it is more than 5 times as common that Gen Z will be making Christmas gifts compared to Baby Boomers.

Holiday Craftsmanship.

The most common themes of holiday craftsmanship vary, not only across generations but across countries. After all, not everyone needs a new knitted sweater or scarf. However, there is a common theme uniting people.

Holiday foods are number one.

The fastest way to someone’s heart is through the stomach, which must be why food items (whether baking or cooking) take center stage as the most common DIY holiday gifts.

One-knit wonder

Norway is the only country where baking and cooking is not the most common theme for making your own Christmas gift. A remarkable 46% of Norwegians expect to knit something for a loved one this year.

Young artists and experienced bakers.

The younger you are, the more likely you are to get your hands busy with jewellery, pottery or painting. And the older you are, the more likely you are to set up a Christmas gifting workshop in the kitchen.

3-4x

It is between three to four times as common to be crafting jewellery, pottery or paint in the youngest generation compared to the oldest.

Painting

Painting is the most popular DIY Christmas gift for American Gen Z’ers. It is only 4 countries where Baking and cooking is the most common activity: the UK, Australia, the Netherlands and Finland.

It’s personal.

Crafting a personal gift item has multiple benefits. First the uniqueness factor can’t be denied, but the main motivational factors for the gifter varies—do people prefer creating because it makes it more personal, to save money, or both?

Main benefits of crafting Christmas gifts.

Making something personal is the most important reason people cited for crafting holiday gifts in all countries. It is especially important in Norway, as 9 out of 10 people are doing it for that reason, while only 1 out of 3 do it to save money. And given that knitting is the most popular category, it’s easy to understand wanting to keep your loved ones warm—in unique designs—during the winter months.

3 out of 4

75% are crafting their own gifts to make them more personal, on a global average. It is more than twice as common to do it for that reason compared to saving money. The share of people doing it for that reason is the highest in Norway, 87%, and the share that does it to save money is the highest in the US and Australia, 59%.

Frugality becomes less prominent with age.

The younger a person is, the more likely they are to see making a gift as a way to save some money while also ensuring they give something unique. As people get older the more important uniqueness becomes.

8 out of 10

81% of Baby boomers are making Christmas gifts on their own for the purpose of making it more personal, on a global average. This is a driving force that is clearly becoming more important with age. Only 28% of Baby Boomers are doing it to save money, compared with 47% of Gen Z’ers.

That’s it for now!

Want to know more? Check out Klarna’s Festive Feels Report which takes a closer look at how identity impacts how we celebrate the holidays!