12 Dec Tinsel, Turkey… and Tofu?
A third of Brits wait till a few days before Christmas to do festive shopping and 1:8 will go veggie/vegan this year
Britain is officially a nation of last-minute Christmas shoppers, with the majority leaving festive buying until the final moments, according to new research from Product of the Year UK.
Based on responses from more than 3,000 UK consumers, the online study collated from responses across X, Instagram and Facebook, shows that traditional early festive planning is rapidly disappearing. Only a small minority begin their Christmas shopping in October (7%) or November (15%), while the majority now wait until early December (42%) or the final days before Christmas (36%).
Festive shopping is mainly for ourselves
Despite the rose-tinted festive image of packed houses and large gatherings, most shoppers say their festive food and drink purchases are mainly for their own household (61%), while almost a third admit they are really buying for themselves (29%). Only a small proportion say they primarily shop for guests (8%) or parties and events (2%), suggesting a shift towards more intimate, home-focused Christmas celebrations.
One in eight will go veggie/vegan this Christmas
While tradition still reigns supreme this Christmas with Turkey prime position with 76% as the most popular Christmas dish, vegetarian and vegan alternatives scooped 1:8 (13%) of the votes. Ham remains a popular option (10%). More unusual dishes, such as venison, are still rarely chosen (1%). ‘Season’s Eatings’ to one and all!
Tipples not top priority… chocolate is the UK’s biggest festive splurge
The research reveals that when it comes to overspending, chocolate and sweets are Britain’s biggest festive weakness, with four in ten shoppers admitting they go over budget on this category (40%). Meat and cheese follow closely behind (29%), while desserts and snacks account for a fifth of overspending (20%). Surprisingly, alcohol ranks lowest, with just over one in ten saying they overspend here (11%).
“Christmas is a time of indulgence, but how/when we spend our money at this time of year is shifting,” says Helga Slater, MD, Product of the Year. “Festive FMCG brands would do well to take note and stock accordingly, reacting to evolving consumer demand. We hope to see some of those innovators triumph at our awards in January – watch this space.”
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