Investigation finds Christmas hampers frequently cost twice the price of the contents

A Mail on Sunday investigation into Christmas hampers found that several premium gift hampers carry price tags well above the sum of the products inside, with some costing nearly twice what the items would fetch if bought individually. The analysis, published in December 2025, examined a range of high-street offerings from Waitrose, Marks & Spencer, Tesco, Thorntons, and Hotel Chocolat, and showed markups that ranged from about one-third to more than 80 percent depending on the retailer and the package.

Waitrose’s No.1 Classic Christmas Hamper was advertised at £150, but the goods inside totalled £80.92 when purchased separately, implying an 85 percent markup for the basket-and-gift. The hamper’s contents include items such as 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 Côtes du Rhône Villages 2024 (£13.50). A Waitrose spokesman defended the product as a time-saving, curated gift experience, saying it offers a ready-made selection from the premium Waitrose No 1 range. The retailer has since adjusted pricing on this item but retains a significant premium over the sum of its components.

Marks & Spencer’s Sweet and Sparkling Treats Gift Hamper is listed at £35, yet the items inside total £17.75. The delicacies include Winterberry Spritz (£5), Hot Maple Popcorn (£2), Cinnamon Bun Bites (£3) and a Giant Bubbly Santa (£1.75). A spokesperson for M&S argued that each hamper is curated to save customers time and effort, highlighting the value of the keepsake basket and the bundled presentation rather than the sum of individual prices. The discrepancy between price and internal value was not disputed, but the company emphasized the overall gifting experience as part of the product.

Tesco’s Finest Christmas Hamper with Prosecco also carries a £35 price tag, but its contents total £26.60 when purchased separately. The haul includes Finest Prosecco Valdobbiadene (£10), Finest Clementine Shortbread Fingers (£2.50), Parmesan & Garlic Twists (£2.10), a 5-pack Fruit Cake Slice (£5) and Salted Caramel Truffles (£5). Tesco characterized the hamper as a convenient, premium gift that combines presentation with quality, noting the wicker basket’s reusability as added value.

Thorntons’ Ultimate Christmas Hamper is priced at £115, while the contents add up to £93 if bought individually – a markup of about 24 percent. The assortment features a bottle of Bottega Gold Prosecco (£20), a Continental Desserts Assortment (£11), Milk Chocolate Cheeky Elf (£3.50), a Continental Viennese Truffle Bag (£4.50) and a Continental Alpini Bag (£4.50). Thorntons defended the pricing as reflecting the bespoke gifting experience and premium wicker hamper itself.

Hotel Chocolat’s Chocolate Adventurer’s Hamper is priced at £265, containing £226.65 worth of products when bought separately. Its lineup includes Salted Caramel Chocolate Puddles (£8), Dark Chocolate Brazil Nuts (£7.95), Orange Macarons (£9.95) and an Exuberantly Fruity Sleekster (£29.95), plus a keepsake wicker hamper. A Hotel Chocolat spokesperson framed the package as a value-for-money gift experience that factors in the keepsake container and the overall presentation.

The investigation quotes consumer rights expert Martyn James, who described hamper inflation as a notable example of festive profiteering. “The best advice I can give is to assume that all hampers are a rip-off, buy your own basket, which are really cheap online, and make your own hamper. Teach the shops a lesson by buying from lots of different retailers and send them a message on their social media so they know they’ve lost out.”

The analysis, conducted against the backdrop of rising living costs and persistent price pressures in the festive season, underscores a broader question about value in premium gift offerings. While retailers defend the presentation, curation, and convenience of ready-made hampers, the figures show a wide delta between what customers pay and the embedded value of the items themselves. The timing of the report—late December 2025—adds a practical lens for shoppers weighing holiday gifting decisions as many retailers promote hampers as one-stop solutions for busy consumers.

Retailers contacted for comment framed hampers as time-saving, premium gifting options that provide a cohesive experience beyond the raw price of individual items. Waitrose highlighted the convenience and curation of items from its premium range, while M&S emphasized the value of a thoughtfully assembled collection designed to work together as a festive package. Tesco pointed to design and premium presentation as differentiators that justify the price, noting the keepsake basket as part of the value proposition. Thorntons and Hotel Chocolat framed their pricing as reflecting the overall gifting experience and the inclusion of keepsake baskets, not solely the monetary value of contents.

The findings suggest shoppers may want to compare item-by-item costs before purchasing a hamper and consider assembling their own gift by purchasing baskets separately and selecting items individually. For those who value convenience, the market remains active, with retailers continuing to market hampers as gifts that combine ease with premium branding, even as the underlying item values may be substantially lower than the asking price.