Not more Slippers and Scented Candles: What Older People Really Want This Christmas

This year’s Christmas ads might be bursting with smiles, sparkle and sentiment, but look closely and you’ll notice something missing. Older people. Apart from Amazon dusting off 2023’s brilliant ad featuring three older friends joyfully sledging, you’d be forgiven for thinking festive cheer skips everyone over 50 entirely.

For an industry desperate for us to spend big on lavish gifts, it’s striking how invisible our older people are from their marketing. And that invisibility comes at a cost.

Earlier this year, the Advertising Standards Authority reported that the British public feels older people are more likely to be stereotyped in advertising than other groups. In particular - ads aimed at those over 55 were found to focus heavily on a narrow set of age-specific products and services. By contrast, advertising for younger audiences tends to spotlight a fuller, more nuanced range of interests and lifestyles - something that doesn’t suddenly disappear as we grow older.

Ageism experts from the Age Without Limits Campaign work with volunteers who share their experiences of age and ageing. Harriet Bailiss, Co-Head of the Age Without Limits campaign, sees the effects of older people being stereotyped in, or absent from, advertising: "Recent research shows how older people feel overlooked or misrepresented by advertising - in particular represented as one group, rather than varied individuals with diverse interests. It is perhaps not surprising then that older people feel the effects of being stereotyped in the gifts they receive, feeling invisible and undervalued."

Campaign supporter Genny puts it bluntly: “There have been moments when I’ve opened a gift and felt that little sting - that quiet whisper of “This doesn’t feel like it’s meant for me.” It’s never about the cost, but the feeling behind it.”

Polly, another supporter, knows that feeling all too well, “I don’t want to be ungrateful, and it’s lovely that people bother but basically anything that can be found on the last aisle of a garden centre or supermarket, makes the present feel like an obligation fulfilled, rather than a gift of friendship. Scented candles, hand-cream, bath bombs, I have nearly enough to open my own online shop.”

And these ageist stereotypes don’t just shape gifting, they shape how older people see themselves. Treat someone as frail, passive or predictable, and eventually, it can stick.

But here’s the good news: thoughtful gifting can do the opposite. It can celebrate personality, passions and make people feel appreciated.

Gifts with thought and chances to share new experiences were most suggested by the campaign’s contributors - Mindy lit up when sharing her favourite presents “I think that experiences are some of the best gifts especially if it involves spending time together, maybe cinema or theatre or a walk in the park coupled with a café. Also a lovely gift I received last year was a box containing 12 books, 1 to read each month, wrapped up, they all were second-hand. The point wasn’t the cost; it was that someone chose stories they knew I’d love.”

And gifts from younger people can be especially meaningful when they’re invitations into new joys. Polly loved this approach “The world is full of so many delights that anything that opens up new ones is welcome. What would I like this year? Maybe some Dubai chocolate so I can see what the fuss is about?”

Here are some ideas for thoughtful, truly personal gifts that celebrate who someone is -  not the stereotypes attached to their age. And the best part? By choosing presents like these, you’re not only adding a little extra magic to someone’s Christmas; you are also helping to spread some much-needed cheer in the fight against ageism.

Tips for Thoughtful Gift Giving this Christmas

1. Skip the generic stuff.
   If you’re thinking toiletries or candles because they do genuinely enjoy them, check they’re not still working through a backlog from Christmases & Birthdays gone by.
2. Handmade hits differently.
   A crafted gift, yours or the kids can become a keepsake, not clutter – or a tasty treat (home baked sweets or biscuits can be particularly festive).
3. Think passions, not assumptions.
   If they love collecting, reading, gardening, baking this can be a ripe seam for gift ideas - whilst it can be tricky to know what the person already has or needs, this is a good opportunity to ask and find out more about their interests and subtly enquire what they are missing.
4. Don’t ‘age’ your gift.
   Avoid presents that imply frailty or decline unless they’ve asked for them. An unwanted pair of orthopaedic slippers sends the wrong message.
5. Experiences win.
   Shared time beats more stuff: a special meal, a cinema trip, a micro-adventure, a visit to somewhere meaningful. Memories last far longer than a box of smellies.

Bailiss sums it up perfectly, “Over 50s account for more than half of all UK consumer spend but are ignored by advertisers too often. We’re encouraging brands to think more carefully about older customers and how they're represented, for the benefit of us all as we grow older. Until then, thoughtful gifting takes a little extra effort — but it’s absolutely worth it.”

Written by Clare Nightingale, PR and Celebrity Manager at Centre for Ageing Better.

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