In search of the perfect gift: what do Singaporeans give each other for Christmas?

The closer we get to Christmas, the more relevant the question “What gift should I buy?” becomes. Picodi Singapore analyst team took a closer look at Google query statistics and created a ranking of the most popular Christmas gifts.

The list of queries we analysed consists of various gift suggestions, ranging from traditional gifts such as chocolate, toys and cosmetics to modern tech, including smartwatches, smart speakers and air humidifiers. We compared how the popularity of these queries changed in December 2022 compared to the average popularity in other months of the year.

Data collected and analysed by Picodi shows that the most popular Christmas gift in Singapore is an electric grill – the number of Google queries in December increased by 186% compared to the average from the January-November period.

The second most popular gift is a scented candle (153% increase). Following closely in the third spot is a gift set (147% increase).

In Malaysia, the top three gift choices are different — thermal mugs rank first, followed by gift sets in second place. The third most favoured gift is a gift card. In the Philippines, gift sets hold popularity alongside cosmetic sets. Meanwhile, in Australia, besides gift sets, gift cards stand out as a very common Christmas gift.

Methodology

The ranking was created based on the increase in popularity of gift-related Google queries in December 2022 compared to the rest of the year, utilising data collected through Google Trends.

Public use

The infographics and the statistical data in this report can be used freely for commercial and non-commercial purposes. We only ask you to credit the research author (Picodi Singapore) with a link to this subpage. If you have any questions, feel free to contact us at research@picodi.com.