The cost of the modern-day Christmas stocking is set to soar this year, as parents favour tech and beauty products ahead of traditional stocking fillers, new national research reveals1.

The study, conducted by Ryman, revealed tech products (93%) are set to be the number one present this Christmas, meaning parents will be forced to splurge the cash to treat their loved ones over the festive period.

Research revealed the cost of the Christmas stocking is now nearly twice that of when parents received their own as a child, with Brits expecting to pay an average of £58.64 for stocking fillers, compared to £33.56 for the previous generation.

However, seven in 10 (70%) deem this too much, stating Brits are now ‘overspending’ on the festive staple, with two thirds (66%) of respondents citing the cost-of-living crisis as affecting the amount they will spend on presents this year.

This is reinforced with over half the nation (51%) expected to pay the same, if not more, on stocking filler presents as main presents under the tree.

Alongside tech products, sweets and chocolates (71%), toys and books (53%), socks (41%), stationery (32%) and beauty products (27%) are also expected to be this year’s most popular gifts.

Chloe Danskin, Head of Marketing at Ryman, said: “Christmas is often the most costly time of the year for families, especially with the wide range of items kids are asking Santa for these days.

“Our study revealed 14 is the average age parents stop buying stocking presents for their children, but as many as four in 10 parents said they will always buy their child a stocking, so it’s easy to see how the pounds add up!

“Our range of stocking fillers comprise a wide variety of products to suit all budgets, from teddies to toys and tech to stationery, there’s plenty to bulk out that stocking to ensure the kids don’t go disappointed this festive season.”

Regionally, parents in the North East are expected for fork out the most for stocking fillers this Christmas (£84.98), whereas at the opposite end of the scale, parents in the South West are looking to spend just £47.89.