Two thirds of shoppers would consider hiring clothing for the Christmas party rather than buying, according to new research.

It's now seen as 'eco-conscious' to shun shopping trips in favour of renting outfits for the festive season, according to a survey by VoucherCodes.co.uk

More than two thirds of Brits (69%) said they would use rental services for special occasions, up from 38% who have hired previously.

A third (33%) of shoppers the survey reveals said it helped keep feelings of guilt over fast fashion at bay, as they worry about the environmental impact of the industry. Meanwhile, 16% preferred renting as it eases their shame over wearing an outfit only once.

Nearly a quarter (23%) said hiring allowed them to be more adventurous and try clothes they wouldn't usually wear, while 22%, more practically, said it saved money.

When it comes to the brands that are set to be rented the most this party season, Gucci comes out on top. Consumers listed the Italian luxury fashion house as their most desired, with almost a third of renters ranking them number one (30%). Next were Calvin Klein (29%) and Armani (26%)

Many remain sceptical with one in three (34%) refusing to hire because the thought of pre-worn clothing 'grosses them out'. However, hygiene isn't the only barrier: the fear of damaging clothes is enough to put close to a quarter of Brits (23%) off the idea. Additionally, 21% are too embarrassed by the thought of others finding out they have rented and potentially judging them.

For those who opt to buy over rent, the data shows Brits spend £204.36 on three new outfits each year for special occasions such as Christmas parties and weddings, and an alarming 12% will only wear an outfit once. Men are prepared to spend more getting 'suited and booted' on their perfect outfits at £76 per every brand-new look, versus the £61 spent by women.

On the other hand, when it comes to renting their attire, Brits are willing to lay out £45 per outfit on average, costing them 35% less than buying a whole new look.

Anita Naik, Lifestyle Editor at VoucherCodes.co.uk, said: "With Christmas parties firmly back on the agenda for the first time since 2019, many people will already be thinking about what they are going to wear over the festive season.

"With climate change front of mind for many of us, it's no surprise that environmental concerns caused by the fashion industry are leading more people than ever to consider hiring outfits on special occasions, such as this Christmas."

There is an ever-growing list of rental sites such as Hurr, Onloan and By Rotation offering popular luxury brands like Gucci, Calvin Klein and Armani. High street stores, like Marks & Spencer, are also now getting in on the action.

Anita Naik added: "Christmas is the perfect time of year to consider renting a bold party look you'd only wear once, whether it's sequins, bold colours, glitter or feathers, renting can offer the perfect way to embrace party dressing in a way that's guilt-free and kind to your bank balance."