Brits say sentimental gifts mean the most at Christmas, KEF survey finds

New research commissioned by KEF finds that 36% of Brits feel most appreciated by personal and sentimental Christmas gifts, while only 56% think their family knows what they genuinely want. The findings will be spotlighted at KEF’s Christmas Preview Event in London on 12 November.

Why it matters: - The survey suggests many Christmas gifts miss the mark because families do not fully know each other's tastes, even when they are close. - The findings point to a bigger shift toward gifts and experiences that feel personal, emotional and tied to memory. - KEF is using the research to frame Christmas gifting around meaningful sound, shared moments and personal identity.

What happened: - New research commissioned by British audio brand KEF found that 36% of Brits say personal and sentimental gifts make them feel most appreciated at Christmas. - The survey also found that only 56% of Brits think their family knows what they would genuinely like for Christmas. - KEF will hold a Christmas Preview Event at KEF Music Gallery London on 12 November. - The event is free to attend, with tickets available here.

The details: - The survey found that 64% of Brits believe their family knows their hobbies. - Fewer than half, 49%, think their family knows their favourite band. - Three in 10 Brits said watching films together is one of their favourite ways to spend time with friends and family over the festive period. - KEF said the event will focus on different personalities and interests rather than products alone. - Guests at the London event will be able to explore gifting ideas for people such as music obsessives and design lovers. - Samara Wilson, senior marketing manager at KEF, said music is personal and often tied to treasured memories, making it a thoughtful gift. - Wilson said Christmas is a moment to give something that feels genuinely meaningful rather than another present under the tree.

Between the lines: - The survey highlights a gap between confidence in knowing loved ones and knowing the details that shape a meaningful gift. - KEF is positioning itself as part of the emotional side of holiday gifting, not just the product side. - The campaign, Play It Again, leans on nostalgia and shared listening as a way to connect the brand to Christmas traditions.

What's next: - KEF’s Christmas Preview Event opens on 12 November at KEF Music Gallery London. - The company is expected to continue using the research and campaign to promote holiday gifting ideas centered on sound and personal taste. - The research was based on 2,000 UK adults and was conducted by Censuswide in October 2026.