5 key UK Christmas shopping trends for 2024
A new survey conducted using YouGov Surveys: Serviced highlights how UK adults plan to shop, budget, and spend this Christmas season. The poll of 2,046 adults reveals trends in shopping destinations, spending strategies, and the biggest concerns shoppers face during the holidays.
- 36% of shoppers plan to do majority of their Christmas shopping via online retailers
When it comes to shopping destinations, online retailers remain the most popular choice, with 36% of Britons planning to do most of their Christmas shopping online. Among younger adults aged 18-24, only 20% prioritise online shopping, whereas 46% of those aged 35-44 show a strong preference for online retailers. Supermarkets come in second, with 16% of adults planning to rely on these stores for their holiday purchases. Retail parks and shopping centers account for 9% of shoppers, while 7% plan to support local shops or markets. Direct purchases from brand-specific websites or stores appeal to just 5% of adults, and major department stores are the primary choice for 4%. Some 15% do not plan to do any Christmas shopping this year.
2. 22% of Britons say they will take advantage of sales or discounts to save money
Of the 1,748 adults planning to shop this holiday season, 22% say they will rely on sales or discounts to manage costs. Another 17% aim to spread their expenses over several months, with women (20%) being more likely than men (14%) to adopt this approach. Using savings specifically set aside for Christmas is a strategy for 15%, with adults aged 45-54 (20%) standing out as the most likely to rely on this method. Cost-cutting measures are also evident, as 13% plan to reduce spending on gifts or celebrations to save money.
3. 22% of shoppers are concerned about affordability
Shoppers’ concerns about Christmas also shed light on current economic pressures. A quarter of Britons (25%) cite finding the right gifts as their biggest worry. Affordability and staying within budget are troubling 22%, with younger adults aged 18-24 (32%) and 25-34 (28%) being more concerned than those aged 55 and over. Regional differences also emerge, with 23% of Londoners expressing budget concerns. Additionally, 16% of respondents identify rising costs and inflation as a significant challenge, reflecting broader financial difficulties impacting holiday spending.
4. 20% of adults plan to spend more this Christmas
When asked about overall spending compared to last year, 52% of adults expect to spend about the same. However, 20% plan to spend more and 25% who have children in the household also have the same view. About 21% aim to cut back.
5. 69% of shoppers spending less this holiday season say they will cut back on gifts for family
Among those spending less, 69% say they will reduce spending on gifts for family, while 48% will cut back on gifts for friends. Additionally, 43% plan to scale down spending on food and drink, 38% on clothing or accessories, and 36% on entertainment or activities. Decorations are also a target for savings, with 34% spending less in this category, while 18% plan to cut charitable giving, and 14% will save on travel or transport.
Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 21-22 November 2024, with a nationally/ representative sample of 2046 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.