Donating to charity replacing traditional gift giving this Christmas Wednesday 11th December 2019 – The first Tuesday after the Black Friday and Cyber Monday sales is known as Giving Tuesday. In contrast to these mega sales events which encourage rapid consumerism, Giving Tuesday promotes an international day of charitable giving at the beginning of the Christmas and holiday season.

Our latest research shows that Australians are in favour of donations to charity replacing the traditional gifts received at Christmas, and that Christmas is the time of year that most Aussies will donate money to a charity.

“Christmas is strongly associated with gift giving, but amidst our materially blessed culture, Australians are increasingly looking to give to those in greater need. It is great that in between the purchasing peaks of these discount days and the Christmas sales, Australians have a chance to give and not just get. Australians are increasingly substituting gifts “for those who have it all” to charitable donations instead. It seems that rather than just receiving or giving more stuff, Australians are looking to make a more lasting difference.” – Mark McCrindle, Social Researcher.

Christmas is the number one time of year Australians plan on donating to charityAustralians are four times as likely to give money at Christmas (19%) than at the start of the year (5%), and almost ten times as likely to give a charitable donation at Christmas (19%) than at the end of the financial year (2%).

The time of year makes no difference

Christmas season

I don't give money to charities

Start of the new year

Other

EOFY

0% 10% 20% 30% 40% 50% 60%

52%

19%

18%

5%

3%

2%

Which of the following times of the year are you most likely to donate money to a charity?

In fact, this research shows almost half of Australians (47%) plan on donating money to charity this Christmas.

Yes, definitely

Yes, probably

No, probably not

No, definitely not

0% 5% 10% 15% 20% 25% 30% 35% 40%

15%

32%

34%

19%

Will you be donating money to charity this Christmas?

Donating to charity replacing traditional gift givingMore than one in four Australians (28%) will be donating money to charity this year, in place of gifting a present to a family member or friend this Christmas.

Yes, definitely

Yes, probably

No, probably not

No, definitely not

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

8%

20%

39%

33%

Will you be donating money to charity as a present for a family member or friend this Christmas?

The majority would be happy if their gift this Christmas was a donation to a charityWhile one in four (23%) have reservations about receiving a card saying that a charitable donation has been made instead of receiving a Christmas present, most Australians are supportive. In fact, 48% of Australians say in this circumstance they ‘are genuinely happy that the charity got the benefit than themselves.’

It's great- I'm genuinely happy that the charity got the benefit rather than me

It's fine - but I feel disappointed that I wasn't given something

It's a bit rude - If they want to give to a charity they should do so privately, and not withhold gifts as well

0% 10% 20% 30% 40% 50% 60%

48%

29%

23%

How do you personally feel when/if you receive a card saying that a charitable donation has been

made instead of you receiving a Christmas present?

Giving back from the lucky country When asked about the trend of people giving to charity in pace of buying presents for family and friends, Australians are mostly positive. A third (32%) think it is great, noting that we already have so much in Australia. More than half (54%) think it’s ok, but that giving presents to family and friends as well as charity is an option – showing Christmas is a time to not only gift presents to loved ones, but to charities and those in need as well.

It's great- we already have so much here in Australia

It's ok- but we can give to charities and give to family and friends as well

It's not good- Christmas is a time to give gifts to those we love

0% 10% 20% 30% 40% 50% 60%

32%

54%

14%

What do you think of the trend of people donating money to a charity instead of buying presents for

family or friends at Christmas?

MethodologyThese insights were gathered from a nationally representative survey of 1,008 Australians conducted by McCrindle in November 2019, which asked Aussies about their opinions around Christmas presents and attitudes towards donating money to charity instead of giving gifts.

Media contactFor any research inquiries or media commentary please contact Shalom Pillay on 02 8824 3422 or shalom@mccrindle.com.au

About McCrindleMcCrindle is a research-based communications agency. We analyse and visualise the data we collect from research and use these insights to advise strategic decision-makers. We bring data to life with imagery that stimulates interpretation and understanding. We deliver forecasts in ways that are compelling, memorable and inspiring.