Gift-giving is changing. 41% of UK adults chose to give an experience rather than a physical item last Christmas, rising to 57% among Gen Z and 59% among Millennials. The appeal goes both ways, with four in ten people saying they’d rather receive an experience than a physical gift (Aviva, 2025).

At Seat Unique, we’re celebrating that shift with our new campaign, “Their favourite something. Your favourite gift.” Built around the teams, artists, sports and events people love, the campaign aims to help more gift-givers discover a live experience that feels personal to the recipient.

To explore the thinking behind the campaign, we hear from Victoria Oakley, our Director of Fan Experiences, about what makes live experiences such meaningful gifts.

What makes a live experience a personal gift?

“I've always believed that some of the best gifts aren't things, they're experiences,” says Victoria. “From a favourite team to a favourite artist, a bucket-list event or a night out with the people they love, live experiences give people something genuinely personal to look forward to, and a memory that lasts far beyond the day itself.”

That idea sits at the heart of the campaign. Whether you’re buying for a lifelong supporter, a dedicated music fan or someone with an event on their wish list, choosing an experience around their interests shows how well you know them. It also gives them something to look forward to beyond the occasion itself.

Through Seat Unique, fans have official, trusted access to more than half a million premium experiences across sport, music and culture, offering plenty of ways to mark birthdays, anniversaries, Christmas and other milestones.

Why launch a campaign dedicated to gifting?

Our own research found that gift-givers already make up around half of our buyer base. Unlike customers who book hospitality regularly, these buyers tend to be prompted by a specific occasion. With our gifting revenue growing by 54% year on year, we’re seeing how significant those occasions have become for our business and our partners.

For Victoria, the campaign is about helping more people find an experience that fits the fan they’re buying for.

“That's why, at Seat Unique, we've launched 'Their favourite something. Your favourite gift': we want to make it easier for people to give the fans in their lives an unforgettable experience built around what they love most.”

Bringing the campaign to new audiences

Fronting the campaign is comedian and Seat Unique investor Jack Whitehall. Our previous campaign together generated more than 13 million video views and drove a 17.7% increase in direct brand searches in its first month.

A new social film featuring Jack will follow later in the campaign, putting premium experiences from Seat Unique and our partners in front of new audiences and encouraging more people to consider them when choosing a gift.

For our partners, the campaign creates another opportunity to reach buyers who may not previously have considered giving a live experience. By building demand around key gifting moments, we can introduce future events earlier in the customer journey and help people plan ahead for someone special.

With “Their favourite something. Your favourite gift,” we’re helping gift-givers turn what someone loves into an occasion they can share and remember.