Almost half of UK Millennials are planning to give digital gift cards and vouchers as Christmas presents this year, according to new figures.

The UK Gift Card & Voucher Association (UKGCVA) research, conducted by Verdict Retail, found that Millennials are the age group most likely to gift digitally this festive season (42 per cent), with less than a third (29 per cent) of Generation X and even fewer Baby Boomers (17 per cent) stating that they plan to do so.

The Christmas spirit also encourages consumers to gift digitally, with over two thirds (68 per cent) stating they are most likely to purchase a digital gift card or voucher for someone during this period.

Londoners are the most tech-savvy gift buyers according to the research, with over a third (35 per cent) of consumers in the capital planning to join in and gift digitally this festive season.

Gail Cohen, director general of the UKGCVA, said: “As Millennials are the most likely to purchase digital gift cards and vouchers during the festive season, retailers and other issuers of these products should look to targeting this sub-group with their gift card marketing strategies this Christmas.

“Our research also found that Millennials are the most likely to purchase digital gift cards and vouchers full stop. As such, retailers need to be aware of this pattern when developing their marketing strategies, not only at Christmas, but year-round.”

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