I'd agree that going to the trouble of finding out what they want is more important than spending exactly the same, as long as they feel they are equally treated the actually money sums don't matter.
I remember years ago my dad giving my small kids a huge pile of presents because he had spent a lot on cassette players (or whatever it was then) for his older grandchildren. It was kind but a bit ott.
Claim your cash - Britains hidden fortune - ITV
To think that London, or anywhere else for that matter, does not belong to any one demographic