Christmas 2025: Experience-Led, emotion-driven and redefining value
At The Harris Poll UK, we spend a lot of time listening—to what consumers are feeling, what they’re prioritising and how those choices are shaping brand relationships. As we move into the 2025 festive season, consumers are planning how they’ll approach it this year.
Economic pressures may still be part of daily life, but people are finding new ways to create joy and connection. Even in tighter times, UK consumers are seeking moments that feel meaningful — swapping excess for experiences, nostalgia, and small everyday luxuries.
Our latest research reveals five uplifting consumer trends defining 2025, and what they’ll mean for how the UK celebrates Christmas this year.
1. Experiences Over ‘Stuff’
The cultural shift from “owning” to “doing” continues to gather momentum. Rather than splurging on another gadget or luxury item, people are seeking experiences that make memories—short breaks, concerts, theatre nights and shared meals that bring people closer.
Survey insight: 44% of people say they plan to buy their friends and family experiences — such as concert tickets, travel, or activities, rather than physical gifts this Christmas.
What this means for Christmas 2025:
Expect a rise in experience-based gifting: concert, theatre, and spa vouchers.
Family time and shared meals will take priority over piles of presents.
Christmas markets, immersive light trails and festive pop-ups will see strong demand.
For brands: Hospitality, leisure and entertainment businesses can position themselves as “enablers of togetherness”: offering moments that matter more than material things.
2. Competitive Socialising
Fun is fast becoming the new luxury. Tech-driven mini golf, interactive darts, retro bowling alleys and gaming bars are flourishing—not just with Gen Z, but across generations. “Competitive socialising” taps into the desire for laughter, connection and shared play.
Survey insight: 52% of consumers say they’ll prioritise activities and social events over expensive presents this year.
What this means for Christmas 2025:
Group bookings and voucher gifting for playful venues will surge.
Expect festive gatherings that blend competition with connection.
For brands: Market your venue or product as “more than a night out”, but an experience to be shared, laughed about and remembered.
3. Nostalgia & the Retro Revival
In times of uncertainty, familiarity offers comfort. The nation’s fondness for nostalgia — from ’90s parties and vintage packaging to classic Christmas tunes — shows no sign of fading. Nostalgia delivers both humour and heart, reminding people of simpler times.
Survey insight: 62% find nostalgic or retro-themed products appealing — a clear signal that comfort and familiarity still sell.
What this means for Christmas 2025:
Expect throwback gifts and reissued classics.
‘Old-school’ packaging, playlists and branding will hit the right note.
For brands: Lean into retro design and heritage storytelling. Familiar cues can create emotional reassurance and a sense of belonging.
4. Kidulting & Collectibles
The rise of “kidulting” — adults embracing playful, toy-inspired purchases — is bringing lightness to everyday life. From plushies and novelty games to collector editions, these small, joyful items offer an escape from stress and a reminder not to take life too seriously.
Survey insight: Half of consumers say they’ll be buying gifts that are a bit of fun rather than purely practical this Christmas.
What this means for Christmas 2025:
Expect strong sales of playful, novelty items and collectibles.
Light-hearted, affordable gifts will appeal as “bursts of joy” for all ages.
For brands: Frame these products as little acts of self-care. Playfulness can be powerful — especially when the world feels heavy.
5. Small Everyday Luxuries
Even as budgets remain tight, people are treating themselves to life’s small indulgences — from artisan chocolates and festive coffees to candles and cosy décor. These “little luxuries” are an affordable way to feel rewarded.
Survey insight:
86% say they’ll spend on food and drink treats this Christmas.
57% will invest in home comforts like candles and décor.
43% will choose beauty and wellness products as little indulgences.
What this means for Christmas 2025:
Premium chocolates, hot drinks, and home comforts will thrive.
Shoppers will spend selectively, but joyfully, on small treats that brighten the season.
For brands: Market products as “small luxuries that make the season brighter.” Affordable indulgence is the sweet spot for 2025.
Festive Behaviour Shifts: What the Data Says
This Christmas, consumers are recalibrating—not retreating.
61% plan to finish their Christmas shopping earlier than usual.
43% expect to spend less on presents.
44% say they’ll drink less alcohol over the festive period.
The top thing people are looking forward to? “Staying cosy at home.”
It’s clear that comfort and connection are becoming the new Christmas currency.
Big Feelings in Small Packages
The story that emerges is a hopeful one. Even in challenging times, people are finding meaning through connection, play, and creativity.
From competitive socialising to nostalgic treats, Christmas 2025 will be experience-driven and emotionally rich. Consumers may spend less, but they’ll care more—choosing gifts and moments that truly matter.
For brands, the message is simple: help people create joy, warmth and connection.
Because this year, it’s not about how much you spend — it’s about how much it feels.
At The Harris Poll UK, we help brands understand what really drives consumer decisions—from the emotions behind spending to the moments that matter most. If you’d like to explore how these feel-good trends could shape your brand’s festive strategy, get in touch with our team.
We combine data, insight and cultural context to help you connect more meaningfully with your audiences; not just at Christmas, but all year round.