Whether you’re a last minute High Street bustle kind of guy or an Amazon in the bath enthusiast, it turns out we all belong to a different tribe when it comes to Christmas shopping.

This year, more than seven million of us will shop from our bed, half a million from the bath and, worringly, about a million from the loo.

It has all been revealed in the Argos How We Shop Report, published today.

On average, we will spend £365 on Christmas gifts with most of us splitting our energies between the High Street and online.

Just nine per cent of people do all of their festive shopping on the web.

The report identified eight distinct tribes of Christmas shopper.

Secret shoppers

Accounting for just over a third of all shopping types, secret shoppers are typified by their preference to shop alone, rather than with partners or in groups.

They tend not to ask for or give opinions on their purchases. They are the group least likely to be influenced by social media reviews. Secret Shoppers will spend on average £319 on gifts.

Shopping Einsteins

A much smaller tribe of shoppers, representing just 8 per cent of all shoppers, Einsteins are quite comfortable combining commuting with shopping and often wait for ‘flash sales’ before they swoop and are the group most likely to use tablets or even Smart TV for shopping.

A fifth of them tend to research online but choose to buy in-store, higher than other shopping tribes. Shopping Einsteins are also most likely to shop from the bed, the bath and beyond and four out of ten will research retail social channels before making a purchase. They will spend – on average - £406 on gifts

Digital magpies

Priding themselves on securing the best deals and the very latest gadgets and technology, unsurprisingly digital magpies are the group most likely to be using hi-tech smart phones to do their Christmas shopping.

They are twice as likely to shop while at work compared to the average shopper but are a relatively small tribe – representing just 7.7 per cent of the shopping population.

Highly influenced by online forums and reviews, they are keen followers of social media and they also spend big, expecting to spend £455 on gifts this year.

Radar Shoppers

So-called because much of their shopping is unplanned until it’s on their radar, this group, accounting for 7 per cent of all shoppers, adopt an ad-hoc and impulsive approach to shopping.

Perhaps by virtue of their lack of planning, radar shoppers are the highest spenders, expecting to spend £457 each on gifts

ReTrads

This group, who display a preference for one-on-one interaction with shop assistants in-store tend to only shop online for convenience. They are much more influenced by knowledgeable staff in-store than other groups and tend not to follow social media.

They are also well prepared for Christmas as the group least likely to need to do ‘last-minute’ this year. While displaying some traditionalist views and behaviour they are still very comfortable shopping online.

ReTrads represent one in ten of all shoppers and will be spending less than most shopping groups this year with an anticipated spend of £309 each.

Cruisers

The shopping tribe with the most time on their hands, representing 10.5 per cent of shoppers - cruisers enjoy the social element of hitting the stores and relish taking their time over decisions.

They are twice as likely, compared to other groups, to do their research and buying all in-store and are also more likely to be found at multi-store out of town retail parks this Christmas. For them, even last minute will tend to be wholly in-store. On average, Cruisers will be spending £371 each this Christmas

Advos

Almost one in five of all shoppers, Advos strike the most equal balance between online and offline and become very loyal to their preferred retailers. They are the biggest advocates of click and collect – some 16 per cent tend to shop in this way.

Advos will be spending more than average this Christmas, with total gifts buying forecast at £404 each on average.

Peacocks

The smallest shopping tribe, Peacocks pride themselves in shopping with brands that treat them well.

They have a tendency to tell as many people as possible about their purchases and retail experiences and are the group most likely to be influenced by the opinions of friends and family.

Almost nine out of ten Peacocks will be hitting the high-street this Christmas – more than any other group but for all this they will be spending the least on gifts (£308 each on average).

  • Which type of shopper are you? Leave a comment below or tell us your Christmas shopping triumphs or disasters.