Christmas donations dwindle as festive generosity changing into factor of the previous, charities warn
Festive generosity is becoming a thing of the past, charities warn, as Christmas donations dwindle.
Growing numbers of charities are pinning their hopes on selling gifts online to raise funds, as falling numbers of people are willing to give money for nothing this Christmas.
Charities are hoping to see record sales of physical gifts – like toys and clothes – or experiences this year, as they appeal to shoppers who want something in return for their cash.
Oxfam, Crisis and Barnardo’s are all promoting their online Christmas gift shops, while the charity auction site A Noble Gift is expecting higher demand for experiences and luxury gifts.
The cost-of-living crisis and a lack of interest from younger generations means fewer people are donating altruistically, with new figures showing four million fewer Britons gave money to charity in 2024 than in 2019, according to the Charities Aid Foundation (CAF).
Charity donations may also be lower because fewer people carry cash, leading to declining takings from collection tins.
‘Sadly we are expecting less to be donated during the festive period this year,’ said Philippa Cornish of CAF. ‘Britain is a generous country… however, our research shows an ongoing decline in the number of people donating to charity.’
Only half of Britons gave to charity in 2024, compared to 61 per cent in 2016. And just 36 per cent of 16 to 24-year-olds donated, down from 55 per cent in 2016, CAF’s research showed.
Charites such as Oxfam (pictured) are hoping to see record sales of physical gifts – as donations fall
A volunteer rearranges a Christmas display in an Oxfam in London on December 18, 2024
Cash payments accounted for fewer than one in 10 of all payments made in the UK in 2024, according to banking sector body UK Finance, while separate research shows three out of five charity donations in 2025 were made online.
Liz Choonara, of homelessness charity Crisis, said many people struggling to make ends meet were ‘facing tough choices’ about how to spend their money this year, while wealthier shoppers were increasingly turning to charity’s stores to buy new items which are ethically-sourced and support good causes.
‘People still want to support the causes that matter to them, so offering different ways to give is essential [for charities],’ she adds.
‘By offering physical items people can shop for, we give supporters a tangible way to give back at Christmas… People can buy gifts and show solidarity and support for the issues that matter to them at the same time.’
Crisis first launched its online shop – shopfromcrisis.org.uk – selling preloved items during 2021, when its physical charity shops were shut due to the Covid lockdown.
But it has since expanded to sell brand new gifts, including ranges designed exclusively for the charity, such as this year’s Christmas cards drawn by the artist Vivienne Westwood.
Barrister and cancer survivor Trina Little set up A Noble Gift in 2024 and has raised around £250,000 for charity in the last year. The site auctions off sports tickets, celebrity experiences, high-end gifts and luxury holidays at below-market prices, with 100 per cent of the purchase price going to charity. Its lots are donated by businesses and the site is funded by a small platform fee paid by buyers.
For example, a sold-out £495 Mulberry handbag is selling on the site for £300, with the money all going directly to Roald Dahl’s Marvellous Children’s Charity.
The cost-of-living crisis and a lack of interest from younger generations means fewer people are donating altruistically (Stock Image)
Ms Little said: ‘It makes people feel good to know they are buying a great gift for a loved-one but also giving to charity at the same time.
‘All the time, people tell us what made it really special was knowing their money has gone to charity. People want to give – but it is nice to get something in return too.’
Oxfam GB’s head of retail operations Rachael Cosgrove-Pearce said second-hand gifts also remained popular among shoppers, with the charity selling 19 million items across its stores and website in 2024.
