Two in five festive shoppers plan to spend less in this year’s seasonal sales
November 25th, 2022, Christien Pheby

Two in five festive shoppers plan to spend less in this year’s seasonal sales

The festive sales are upon us, with Black Friday, Cyber Monday, and the upcoming Boxing Day events giving shoppers access to must-have products at knockdown prices – in theory, anyway. But the impact of the cost of living crisis has led three in five Britons to say they plan to spend less on Christmas this year. With energy bills and inflation on the rise, and with a raft of stories about fake discounts in the news, the latest data from YouGov RealTime reveals that two in five Britons (41%) who tend to buy products in festive sales events are planning to spend less this year.

Just 15% say they expect to spend more, while a third say they expect their outlay to be about the same.

When asked to put a number on their spending, 28% say they expect their total spending in the festive sales to be under £100, with 19% saying they plan to spend £101-£200 and 14% anticipating an outlay of £201-£300. A further 14% expect to shell out £301-£500, with 11% saying they expect to spend over £500.

As for what they intend to purchase, a majority say they plan to or have already bought fashion apparel, shoes, and accessories (53%), with health and beauty products close behind (44%) along with toys (35%).

Three in ten have bought or intend to buy consumer electronics (29%), while a quarter say they have bought or intend to buy video games (24%) and home decoration/furniture items (26%). One in five have purchased (or plan to purchase) sporting goods/fitness gear (18%) or home appliances.


YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 24-25 November 2022, with a nationally representative sample of 2,000 adults in Great Britain (aged 18+ years), using a questionnaire designed by YouGov.

Data figures have been weighted by age, gender, education level, region, and social grade to be representative of all adults in Great Britain, and reflect the latest ONS population estimates. Learn more about YouGov RealTime Omnibus.