Preferred gifts for children include MP3 players, iPods and DVDs, but older children would rather have cash or gift vouchers.
Deloitte head of retail Tarlok Teji said: 'Gift vouchers will make consumers happy, but for retailers it means they must compete not only on the basis of what merchandise they are offering in shops, but also on the basis of their overall brand popularity.'
Mobile phones have broken into the top 10 gift list and are now a desirable present for both children and adults.
Traditional toys are also making a comeback, for adults as well as children. Model vehicles, such as cars - especially the Aston Martin (James Bond) model - and trains, ranked at number three in the survey. Barbie dolls did not make this year's top 10 gift list, despite being number three last year.
Teji said: 'Advertising influences the choices we make and children are not immune to the impact it can have. We believe brand awareness, decisive kids and pester power is contributing to the bigger changes we see in the top 10 gift list this year compared with last.'
Of those surveyed, 24 per cent of adults claimed they will buy the most expensive Christmas present for their partners. Men were far more likely to spend the most on their partner or spouse than women.
Among the top 10 gifts that adults will be buying friends and family this Christmas are music, films, clothes, books, traditional toys, cosmetics and fragrances.
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