The Four Gifting Personalities: Which One Are You?

The Season of Giving, Maltese Style

As the festive lights of December 2025 begin to sparkle across Malta, a new picture of modern generosity is emerging. Fresh data from Wolt unpacks the story of our gifting habits, painting a picture of distinct and recognisable patterns in how we show appreciation, celebrate milestones, and offer support. This analysis uncovers four global gifting personalities that resonate across cultures: The Last-Minute Legend, The Distance Carer, The Ritual Repeater, and The Quietly Sentimental Sender.

In Malta, gifting is deeply rooted in the community. So dive in and discover which one of these four personalities fits you best!

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1. The Last-Minute Legend: Thriving on Spontaneity

Meet the Last-Minute Legend. This is the person who thrives on spontaneity, relies on speed, and excels at sending a thoughtful gift at a moment's notice. In a world where convenience is king, the ability to act on a generous impulse instantly has become a strategic advantage in staying connected with their community.

This trend toward spontaneous gifting is not just a niche habit; it's a global phenomenon. Wolt's data reveals that more than 80% of gifts globally are delivered on the same day.

Malta aligns perfectly with this fast-paced norm. Local data shows that 80% of gifts in Malta are also same-day deliveries, proving that immediacy is just as valued here. The 2025 Maltese Consumer Survey run by Copenhagen Economics helps explain why. A significant 82% of Maltese users cite "convenience" as a primary reason for using Wolt, while a combined 68% agree they have used the service for items they needed but couldn't acquire themselves. For Maltese consumers, convenience isn't a luxury; it's a vital tool for navigating daily life, making last-minute generosity possible.

But while speed defines the moment, the motivation often comes from a much deeper place of care, which brings us to our next personality.

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2. The Distance Carer: Closeness, Even When You're Not There

The next personality is the Distance Carer, who uses gifting to bridge geographical gaps and show support from afar. For this person, sending a gift is an emotional lifeline—a way to be present for a loved one when physical presence isn't possible.

Globally, this form of connection is common, with one in four gifts (25.9%) travelling to a different city. It’s a testament to how technology helps maintain relationships over long distances.

However, the Maltese reality paints a different picture. The data reveals a strong preference for hyper-local gifting, where an overwhelming 91% of gifts are ordered and delivered within the same city. This suggests that in Malta, "distance caring" is less about crossing country maps and more about navigating the immediate needs of one's own community.

So what does this close-to-home caring look like? Survey insights, while indicative, suggest these hyper-local acts of care are prompted by key life moments: sending support to someone who is sick, celebrating a special occasion like a birthday, or providing practical help to those who struggle with digital technology. Ultimately, Maltese caring is defined by close community ties and practical support for neighbours and family, proving that powerful gestures don't always have to travel far.

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3. The Ritual Repeater & The Sentimental Sender: Your Signature Style

For many of us, gifting isn't about reinventing the wheel; it's about finding a trusted favourite or adding a personal touch that makes any item feel special. This brings us to two interconnected personalities: the Ritual Repeater and the Quietly Sentimental Sender.

The Ritual Repeater finds comfort in consistency. This is the person who sends the same beautiful bouquet or their friend's favourite cake for every birthday. Global data shows this is a common habit, with around 10% of gifts being exact repeats from the same product category. It’s a love for tradition and the confidence that comes from a gift that’s always a winner.

Meanwhile, the Quietly Sentimental Sender understands that words matter. A universal trend shows that almost everyone adds a message to their order. This simple act turns a routine delivery into a memorable, heartfelt moment, proving that a small note can carry big feelings.

In Malta, this blend of loyalty and sentiment runs deep. According to the local consumer survey, a combined 83% of Wolt users have been using the service for over a year, suggesting a high level of trust in familiar habits. This loyalty to a trusted service is not just about habit; it's a strategic choice. By reclaiming time through familiar conveniences, Maltese users are investing it where it matters most—with their families. In fact, 46% of users use the time saved by the service to spend with family.

With this understanding of the sentimental how, we can now turn to the practical what and when of Maltese gifting.

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4. Peak Times and Popular Picks: What Malta is Gifting

Understanding the how of gifting is only half the story; the what and when reveal just as much. The practical trends in gifting paint a picture of a nation celebrating, comforting, and connecting during the busiest hours of the day.

Universally, the gifting rush peaks between 10 a.m. and 3 p.m., suggesting that many thoughtful gestures happen during a coffee break or over lunch. While classic gifts like flowers remain a perennial favourite, there is a growing trend toward comfort items. Sweets, bakery treats, burgers, and pizza are increasingly popular choices, showing that modern gifting is often about sending a little everyday joy.

In Malta, these moments are layered with an additional sense of community purpose. This community focus is a conscious choice. When asked directly, a third of Maltese users (33%) agree they choose the platform specifically to support local merchants, a motivation that also appears as a key reason for using the service in broader surveys. This conscious choice to support local businesses creates a powerful loop of community benefit, with nearly 90% of local merchant partners reporting that the service helps them reach new customers they otherwise couldn't.

In Malta, gifting is more than a transaction; it's a testament to a close-knit community. It’s fast, but it’s thoughtful. It’s convenient, but it’s conscious. It’s a story told not across oceans, but across city blocks.

As the holidays get closer, which gifting personality will you be?

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