Oxfam is launching a new Christmas Personal Shopper Gifting Service at its Oxford Superstore to help residents find meaningful, affordable presents during a festive season where many feel financial pressure.
The initiative comes as new research reveals that 39% of Oxford shoppers feel pushed to spend beyond their means this Christmas.
The survey highlights a clear shift in attitudes: 61% of shoppers in Oxford want to give unique and thoughtful gifts, while 63% are aiming to be more sustainable. A growing 39% would consider purchasing second-hand presents, signalling an increase in conscious, value-driven buying.
Responding to these trends, Oxfam is offering a bespoke personal shopping service for one exclusive weekend (Saturday 06 to Sunday 07 December) at its Oxford Superstore in the Oxford Business Park.
Shoppers will be paired with a personal gifting assistant to help them discover a curated selection of pre-loved items, from books and toys to clothing and homeware.
The initiative is supported by best-selling author and charity campaigner Katie Piper, who praised the idea for making festive shopping less overwhelming.
“Oxfam’s new Personal Shopper Gifting service is a great way to encourage more people to choose second-hand at Christmas,” she said. “If you’re shopping pre-loved, you’re smart, savvy and environmentally conscious. It’s cool to be kind.”
The findings reveal that 71% of Oxford locals find in-person Christmas shopping stressful, with customer experience playing a decisive role in where people choose to shop.
Still, residents expect to make an average of three dedicated shopping trips in the run-up to Christmas. Many also struggle with choosing the right gift, with 61% citing this as a key challenge.
Top gift categories this year include food and drink (55%), toys (53%), clothing (50%), books (47%) and gift cards (42%). For those considering second-hand options, motivations range from saving money (73%) and reducing waste (60%) to supporting charity (47%), shopping ethically (40%) and enjoying the thrill of finding something unique (27%).
The trend towards sustainability goes beyond gifting. Many shoppers plan to minimise waste by using recyclable wrapping (50%), avoiding excessive packaging (50%), reusing gift bags and ribbons (42%) and supporting local businesses (38%).
Lorna Fallon, Oxfam’s Retail Director, said the new service aims to support every type of Christmas shopper. “Our stores offer a treasure trove of unique finds,” she said. “With every purchase, shoppers choose a meaningful gift while helping to create a fairer, more equal world.”
Oxfam operates more than 500 UK shops, supported by 20,000 volunteers, and runs the UK’s largest online charity shop. Founded in Oxford in 1942, the organisation has a long history of championing global relief and social justice.
