New consumer research from online marketplace for thoughtful, handmade gifts, Etsy, has today revealed that over half (51%) of British men admit they’ve never received a gift from another male friend ‘just because’ – yet 35% say they would either feel ‘touched’ or ‘chuffed’ if they received one.

What’s more, 67% of Gen Z and Millennial men (18 to 42 year olds) say they would like to send a ‘just because’ gift to a mate in the future – yet 50% say they don’t have a clue where to start when it comes to choosing a surprise gift for a friend.

According to Etsy, ‘Ladentine’s’ Day, taking place on 12th February, is the men’s equivalent of ‘Galentine’s’ Day, a staple annual holiday which celebrates women’s friendship. This year, Etsy wants to encourage men across the UK to show appreciation for their mates on Ladentine’s Day and beyond, following the research showing that 54% of Gen Z and millennial men believe this would be a positive thing.

Etsy has partnered with British actor, Kola Bokinni to launch Etsy Gift Mode, an interactive hub that combines AI and human curation, making it the perfect tool to help unconfident gifters find the perfect present for every person and occasion. Shoppers simply input who they’re shopping for and at least one thing about that person’s interests and Etsy will take it from there, matching them with curated gift ideas.

Kola has partnered with Etsy to encourage the celebration of male friendship this Ladentine’s Day and beyond – whether that be through spending quality time together, doing helpful gestures, or sending a gift that’ll put a smile on their face. Like the character he plays in the award-winning comedy series about a Richmond-based football team, Bokinni wants to show that lads can be there for each other, no matter what.

Over half (57%) of Gen Z and millennial men say that receiving a thoughtful gift from a friend makes them feel closer to that person, whilst 67% say whatever the gift is, it’s the thought behind it that counts.

Etsy found that for Gen Z and millennial men in the UK, everyone’s style is different when it comes to letting a mate know they care – some send a text to check in (22%)*, whereas 20% will buy them a pint*. Regardless of how they show gratitude towards their friends, almost a fifth (18%) say they think they should do it more often.

Etsy Gift Mode is available here.

Kola Bokinni, said: “I am lucky to have an amazing group of male friends and this year I can’t wait for us all to get together and celebrate Ladentine’s. Whether it’s helping each other out with favours or buying thoughtful gifts, this is the time to celebrate our amazing mates.

“I have not always been the best present buyer which is why I was delighted to be able to use Etsy Gift Mode to make sure the gifts I buy my mates, however small, will really mean something to them”.

Dayna Isom Johnson, Etsy Trend Expert, said: “We are delighted to be working with Kola to celebrate Ladentine’s Day. With 54% of men surveyed in the UK wishing that there was an annual date in the calendar to celebrate their male friendships there has never been a better time to show your pals your care with a thoughtful gesture or gift. Etsy’s newly launched Gift Mode feature makes it easier than ever to discover thoughtful gifts direct from makers based on the interests of the gift recipient.”