Hampers under the magnifying glass: investigation finds Christmas hampers overpriced relative to contents

LONDON — A Mail on Sunday investigation published this weekend found that many Christmas hampers cost substantially more than the items inside, with some basket prices doubling the value of contents. The report, based on a survey of popular retailers, portrays hamper inflation as one of the season’s more brazen examples of profiteering. Consumer rights expert Martyn James said shoppers should question the premise of a luxury-looking box and consider building their own hampers from individual items.

Waitrose’s No.1 Classic Christmas Hamper is listed at £150, but the goods inside total £80.92 if purchased separately, an 85% markup. The hamper has since been reduced to £135, which still leaves £54.08 of value above the contents. The included items include All Butter Aged Gouda Crispies (£2.21), Salted Caramel Truffles (£7.50), Triple Citrus Marmalade (£3), 12‑Month Matured Pudding (£7.50), Cava Brut (£9.50) and a Côtes du Rhône Villages 2024 (£13.50). A spokesman for John Lewis, which owns Waitrose, said the range is intended to offer a “ready-made, expertly-curated selection of some of our best-loved products from our premium Waitrose No 1 range.”

Marks & Spencer’s ‘Sweet and Sparkling Treats Gift Hamper’ is priced at £35, yet the items inside add up to £17.75. The contents include Winterberry Spritz (£5), Hot Maple Popcorn (£2), Cinnamon Bun Bites (£3) and a Giant Bubbly Santa (£1.75). M&S said each hamper is “thoughtfully curated with festive favourites designed to work perfectly together, saving customers the time and effort of sourcing, packing and presenting items.”

Tesco’s ‘Finest Christmas Hamper with Prosecco’ also costs £35. When bought separately, its contents total £26.60, producing a 32% mark-up. Its luxuries include Finest Prosecco Valdobbiadene (£10), Finest Clementine Shortbread Fingers (£2.50), Parmesan & Garlic Twists (£2.10), a 5-pack of Fruit Cake Slices (£5) and Salted Caramel Truffles (£5). A Tesco spokesman said the hampers are designed to offer “a beautifully presented, ready-made gift that combines convenience with quality,” noting the wicker basket can be kept and reused, adding lasting value beyond the festive season.

Thorntons is charging £115 for an ‘Ultimate Christmas Hamper’ despite contents costing £93 individually — a 24% mark-up. The hamper includes a bottle of Bottega Gold Prosecco (£20) and Continental Desserts Assortment (£11), as well as a Milk Chocolate Cheeky Elf (£3.50), Continental Viennese Truffle Bag (£4.50) and Continental Alpini Bag (£4.50). Thorntons said the hampers are “uniquely created and priced to reflect the full gifting experience, including the premium wicker hamper itself.”

Hotel Chocolat’s £265 ‘Chocolate Adventurer’s Hamper’ contains £226.65 of products if bought separately, such as Salted Caramel Chocolate Puddles (£8), Dark Chocolate Brazil Nuts (£7.95), Orange Macarons (£9.95) and an Exuberantly Fruity Sleekster (£29.95). A company spokesman argued that the hamper comes with a keepsake wicker basket and that, taken as a whole, the package offers value as a gift experience.

The investigation paints a picture of persistent pricing practices around seasonal gifts. Martyn James urged consumers to assume hampers are overpriced and to consider buying individual items and a cheap basket to assemble their own. He also advised shopping around across retailers and using social media to indicate discontent when prices seem inflated. Retailers defended their products by emphasizing convenience, curated selections and keepsake baskets that can be repurposed after Christmas. The analysis reflects broader questions about the value proposition of premium gift packaging as the holiday shopping season intensifies.