Men shopping for women's lingerie are no longer bamboozled by the task, Tauranga stockists say.
A new Christmas survey found nearly one in five women were hoping for new underwear sets beneath the tree this year.
Temptations Lingerie and Swimwear store manager Justine Harding said more men had been visiting the store recently for gifts.
"Maybe there's been hints thrown around [or] maybe they just want to see their ladies in something."
Mrs Harding said about 70 per cent of men knew what they were looking for before they came into the store.
"We're training them well these days."
Langton's Lingerie owner Delys Williams said the store had had a "great response" from men this year.
"We have had a lot of men in really knowing what they're looking for," she said.
Vouchers and nightwear were particularly popular.
"Lots have been into the drawers and got the measurements ... it's really positive," she said.
Men were also more confident about asking for assistance.
"They rely on your expertise which is really, really good," she said.
Buying lingerie for Christmas was a "win-win" gift, she added.
The average Kiwi is expected to spend about $810 buying Christmas gifts for 11 different people this year, according to the Colmar Brunton Christmas Survey.
And men are expected to spend almost $100 more than women on their partner's Christmas present.
New clothes, vouchers and books are the most popular gift requests for the fairer sex.
Men, meanwhile, are hoping for tools, vouchers, books, music and an iPad or tablet.
Colmar Brunton chief executive Jacqueline Ireland said results from 1024 respondents revealed men planned to spend an average of $257 on their partner this year.
"Women anticipated spending a comparatively lowly $166."
The survey also showed women had longer Christmas wish lists than men - extending to the kinky and risque.
For some females that list included plastic surgery, lingerie and sex toys.
Kevin Stephens, of Tauranga's Adultworld, said sex toys had been popular Christmas gifts for the past 15 years.
"A lot of couples come in shopping together for a toy," he said.
"There is definitely a lot more input by couples towards gifts for the female partner."
And while the survey results suggested men were more generous at Christmas, "there could be more to it than that".
Women were more organised during the festive season - with almost a third of those surveyed having purchased gifts throughout the year compared to only one in five men.
Ms Ireland also warned men not to be too smug about the findings as they were "more likely to be the Christmas Grinch".
Nearly one in 10 Kiwi fellas said they dreaded this time of the year.
A survey into the shopping habits of Tauranga residents showed people were planning to spend less this Christmas.
Of the 123 people surveyed, more than 50 people reported feeling "a bit pinched financially", nearly 30 per cent were planning on buying less expensive gifts than last year, and one in five were cutting back on gifts altogether. A quarter of those surveyed intended to buy fewer presents of better quality.
When looking for inspiration, browsing shops remains the most popular way to get gift ideas, followed closely by catalogues.
However, indecisive shoppers beware - stores employ special tactics during the festive season to enhance a customer's "purchase probability", a Canterbury University marketing expert warns.
"In the lead up to Christmas, retailers have an arsenal of tools at their disposal to create a festive mood," associate professor Paul Ballantine said.
Kiwi retailers set a mood and atmosphere in their shops to make them attractive and alluring to Christmas shoppers.
"The rule of thumb is that people will end up spending more time and money in stores that they like."
For example, department stores are known for Christmas window displays which draw people in, Professor Ballantine said.
"Equally, performance groups such as choirs, or the ability for kids to meet Santa are all things that can make shopping more of an event at this time of year."
Most wanted
Men
Women
source: Colmar Brunton Christmas Survey