1. Home
  2. Resources & Initiatives
  3. Publications & Reports
  4. The 2026 Christmas Consumer

The 2026 Christmas Consumer

The 2026 Christmas Consumer provides a detailed picture of how UK consumers are planning for the festive season and what this means for brands and marketers.

How will consumers shop, spend and celebrate Christmas 2026? Based on a nationally representative survey of 2,000 UK adults, this latest IPA Insight report explores festive purchasing behaviour, Black Friday attitudes, spending intentions, financial pressures and the outlook for advertisers.

Key findings include:

  • Gift giving remains the largest area of festive spending, followed by food and drink.
  • While cost pressures persist, fewer consumers are planning significant cutbacks than in previous years.
  • Most consumers still prefer traditional approaches to Christmas, with limited appetite for using AI as part of festive preparations.
  • Nostalgia, emotional connection and seasonal advertising continue to resonate strongly with audiences.

The report concludes with practical implications for advertisers, highlighting how brands can balance value, empathy, creativity and authenticity during one of the most important trading periods of the year.