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From bubbly in the west to bike lights in the east - here are London's best-selling Christmas gifts

London's 2018 postcode Christmas shopping trends are revealed today — with west Londoners most likely to buy premium champagne gift boxes and hipsters in the east snapping up bike lights and vegan cookbooks.

Online shopping giant Amazon today released data detailing the top-selling products purchased by the capital’s shoppers on its website between November 1 and December 10, the retailer’s busiest time for Christmas spending.

As well as a list of 10 best-selling items snapped up across London, Amazon also listed products that proportionally sold best in each area.

The data showed west Londoners were by far the most alcohol-driven, with most popular items including Grey Goose vodka, Woodford Reserve bourbon whiskey and a Taittinger champagne gift box. The list also included a number of best-selling books, including Michelle Obama’s biography, Becoming, and Anna Burns’ Man Booker Prize-winning novel Milkman.

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The ES Best Christmas gift guide 2018

In north London games were the most popular items, with cult card game Exploding Kittens plus Hasbro’s classic Monopoly, L.O.L. Surprise! Under Wraps Doll and a Nintendo Switch console among the top sellers.

East Londoners were buying healthy and vegetarian cookbooks, with Deliciously Ella’s The Plant-Based Cookbook, Yotam Ottolenghi’s Simple and Gizzi Erskine’s latest book Slow among the top-sellers.

Other than cookbooks, bike-mad east Londoners were also snapping up cycle lights more than in other areas.

North Londoners are snapping up the Nintendo Switch this Christmas (TIMOTHY A. CLARY/AFP/Getty)
North Londoners are snapping up the Nintendo Switch this Christmas (TIMOTHY A. CLARY/AFP/Getty)

In south London, items were mainly health-focused, with Fitbits, NutriBullet blenders, running headphones and armbands plus resistance exercise bands all in the top 10. Coffee products were also selling fast, with beans and Nescafe coffee machines on the list.

Sam Lulla, Christmas marketing manager for Amazon, said: “We are seeing a real variety in gifts and stocking fillers bought across the city, from this year’s must-have reads through to classic family games.

“It is fascinating to see how the capital’s gifting choices differ, with gaming fanatics in the north, exercise enthusiasts in the south, aspiring chefs in the east and those looking to settle down with a good book in the west.”

The general top-selling list included the Echo Dot, Fire TV Stick, Oral-B rechargeable electric toothbrush and the Haribo sweets selection box.