31% Expect a Gift for their Birthday, But is That Too Much to Ask in 2025?
On average, there are more than 187,000 birthdays every day in the UK, but new research shows that celebrations are changing. Whilst 31% of us still look forward to gifts, a growing 27% no longer expect anything at all. With just 9% wanting at least £10 spent on them, are we redefining birthday celebrations in 2025?
New research from greetings card marketplace, thortful, has lifted the lid on birthday bashes, pinpointing new trends such as solo celebrating, as well as a mixed bag of feelings towards turning a year older and why surprise parties are the bottom of the list compared to a birthday card being a sufficient present. The city, age and gender split also reveals the preferences from different demographics across the UK, and the results are surprising!
The study revealed that 39% of us cherish low-key moments with family, while 25% enjoy a cozy evening meal. For 9%, it’s all about week-long festivities and for the wanderlust souls, it’s holiday adventures. Interestingly, one in 10 now prefer a solo celebration, and 5% are even trying the new half birthday trend of celebrating six months before the actual date. Just 5% want to have a party and 10% don’t enjoy celebrating a birthday at all.
| How people like to celebrate their birthdays | Percentage |
| I celebrate low-key with family | 39% |
| Evening meal out | 25% |
| Lunch out | 17% |
| Shopping day | 11% |
| Pub night out | 10% |
| Day trip | 10% |
| I don’t celebrate my birthday | 10% |
| I’ve started celebrating birthdays on my own | 10% |
| I make my birthday celebrations last up to a week | 9% |
| I went away/will go away – either a staycation in the UK, or abroad | 7% |
| Museum/art gallery | 6% |
| Cinema/theatre | 6% |
| I celebrate a half birthday (6 months before my birthday) | 5% |
| A dedicated birthday event/party | 5% |
What do we now expect for our birthdays?
Birthdays are a time for celebration, but what do we really expect on our birthdays? Only a third of women (33%) and even fewer men (29%) hope for gifts from family. However, 87% of women expect cards from family and friends each year, compared to 60% of men, whilst 31% of men don’t expect anything for their birthdays. So what truly matters on our special day? Perhaps it’s the quality time spent with loved ones that we cherish most.
| What Brits expect for their birthdays | Percentage |
| I expect card(s) from family each year | 45% |
| I expect family to buy me a gift/gifts each year | 31% |
| I expect card(s) from friends each year | 28% |
| I don’t expect anything from friends/family on my birthday | 27% |
| I expect friends to buy me a gift/gifts each year | 12% |
| I expect my friends/family to spend at least £10 on my present | 9% |
| I expect my friends/family to come to my celebration each year | 7% |
| I only expect cards from friends/family on big milestone birthdays (e.g. 18th, 21st, 40th, 50th etc.) | 6% |
| I only expect gifts from friends/family on big milestone birthdays (e.g. 18th, 21st, 40th, 50th etc.) | 6% |
| A surprise party | 4% |
How do Brits feel about their birthdays?
Birthdays most certainly evoke mixed emotions. While 26% of the UK revel in celebrations, 16% dread the age reminder and 13% shy away from the spotlight. Yet, a determined 8% are future planners, dreaming and planning even months ahead!
When it comes to age anxiety- it’s real. Especially when it comes to women. Did you know 20% of women worry about their age each year? And that is compared to just 11% of men. Among older generations, 21% of those aged 65+ feel concerned about aging—while younger folks (18-24) aren’t far behind at 18%! Interestingly, 15% of young adults feel upset on their birthday. Meanwhile, the planning tribe shines—16% of those aged 25-34 love organizing the perfect celebration months ahead.
| How people in the UK feel about their birthdays | Percentage |
| I love the day of celebration | 26% |
| I get worried about my age each year | 16% |
| I hate the attention | 13% |
| I love it – I plan it months in advance | 8% |
| I feel upset on my birthday | 5% |
| I get overwhelmed on the day | 3% |