Topping the chart, 50% of shoppers say they will focus on buying presents that are useful or have been specifically requested by the recipient.
The research into the UK's Christmas shopping habits was commissioned by child development charity Compassion UK which has launched its Make My Christmas appeal to help give gifts to almost two million children living in poverty around the world.
Researchers who polled 2,000 UK adults found that shoppers have an average of seven people to buy gifts for and that two in five people (38%) find Christmas shopping stressful or worrying, with women getting more stressed than men.
The charity will be providing Christmas presents for children in developing countries and were encouraging Christians to think of doing the same thing as they try to source bargains on Black Friday. They match children with sponsors who help fund their education and pay for small gifts so they can mark Christmas.
Christian singer-songwriter Chloe Reynolds (pictured), who is an Ambassador for Compassion, told Premier's News Hour about the difference a gift can make. Chloe met Valencia, a child she sponsors, while on a visit to Kenya recently and gave her a skipping rope.
Reynolds told Premier: "She'd never seen one with handles, and she was so moved that she owned her own skipping rope that she was in tears.
"It was incredible to me. Something that cost a few pounds in a supermarket is something that she is going to cherish."
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