The most generous UK cities have been revealed – see which other cities made it in the top ten.
Londoners are set to top Santa’s nice list this year, having performed more good deeds than any other city’s resident, according to a new poll. A survey of 2,000 adults revealed that those in the capital have averaged over six acts of kindness a week, with one in five doing at least ten weekly.
This is significantly above the national average of just over five good deeds a week. Southampton and Bristol residents followed behind, with Cardiff and Edinburgh rounding out the top five. However, Cambridge and Newcastle residents didn’t fare as well, performing the fewest good deeds in the UK.
The research is part of ‘NOMO’s Generocities’ Christmas campaign celebrating togetherness during the festive season.
Tara Stevens, senior brand manager at the plant-powered and free-from chocolate brand, said: “It’s heartwarming to see so many people from across the country doing good deeds and wanting to have a positive impact on people other than themselves.
“Generosity is clearly alive and well in the UK, and it’s clear the Christmas spirit is already in full swing.”
The study also discovered that 69% of adults believe they would make Santa’s nice list this year, with a whopping 96% of people claiming to do at least one good deed a week.
The most common good acts include saying hello to a neighbour, smiling at a stranger in the street, opening the door for someone, and giving way to another driver when you don’t have to. Others have donated to charity, taken in their neighbour’s bins, and brought a colleague or friend a drink.
Nearly four in ten (38%) of those who perform kind gestures even said they go out of their way to carry one out at least once a week, with 60% feeling more generous than usual at Christmas.
The typical adult plans to splash out around £362 on gifts for loved ones over Christmas, while 77% will treat someone to chocolate. However, 66% of those polled feel generosity is more about giving time than it is about cash.
Tara added: “While it’s nice to see people spend so much money on loved ones over Christmas, it is clear generosity isn’t just about grand gestures.
“It’s the little things, like surprise gifts or a bar of chocolate that can really make someone’s day. At NOMO, we’re all about generosity, inclusivity, and togetherness, values that are reflected in our commitment to making chocolate accessible to everyone.
“It’s been wonderful to see so many people across the UK embracing these values through good deeds.”
NOMO’S GENEROCITIES: TOP 10 UK CITIES FOR DOING GOOD DEEDS
- London (6.3 good deeds per week)
- Bristol (5.7 good deeds per week)
- Southampton (5.7 good deeds per week)
- Cardiff (5.6 good deeds per week)
- Edinburgh (5.6 good deeds per week)
- Liverpool (5.4 good deeds per week)
- Birmingham (5.3 good deeds per week)
- Norwich (5.2 good deeds per week)
- Leicester (5.1 good deeds per week)
- Glasgow (4.9 good deeds per week)
TOP 40 GOOD DEEDS
- Said hello to my next-door neighbour
- Smiled at a stranger in the street
- Opened a door for a stranger
- Gave way while driving when you didn’t need to, such as letting a car out at a junction
- Said ‘Good morning’ to someone on the way to work or when I got to the office
- Donated something to charity
- Told someone how much I appreciate them
- Took a spider outside instead of killing it
- Complimented someone who wasn’t part of my family / a loved one on their appearance / work to lift their mood
- Put a neighbour’s bin back after it had been emptied
- Reached out to a family member or friend I hadn’t seen in a while
- Took in a neighbour’s parcel
- Let someone with less shopping jump the supermarket check-out queue
- Bought a colleague / friend a cup of tea / coffee / drink
- Gave a lift without expecting payment
- Made a tea round without being asked
- Spread encouragement online by leaving a positive comment
- Left a positive review for a small business online
- Given someone a piece of my chocolate
- Took out a neighbour’s bin
- Held the lift for someone
- Said “Keep the change” to staff at a small shop / my local pub
- Offered a painkiller to someone who said they had a headache / other minor ailment
- Cooked a simple meal for someone without being asked
- Helped boost someone’s confidence after they’d made a mistake at work
- Helped a fellow shopper reach the top shelf in a store
- Gifted someone a bar of chocolate
- Told someone there was a bit of food / make up etc. on their face / in their teeth
- Gave up my seat on public transport for someone
- Baked for someone
- Recommended / bought a small item I knew someone who wasn’t family / a close friend would love
- Helped someone carry luggage / pram / parcel(s) up stairs
- Offered a tissue
- Helped someone with some DIY
- Regularly dropped in on an elderly / otherwise vulnerable neighbour
- Donated to a food bank
- Wrote a thank you note to someone who has helped me
- Gave spare change to a charity representative
- Written a kind note to someone
- Befriended someone who might be feeling left out
