Britain has become a nation of last-minute Christmas shoppers, with most consumers leaving festive buying until December – or even the final days before Christmas – according to new research from Product of the Year UK.
The study, based on responses from more than 3,000 UK consumers across X, Instagram and Facebook, suggests traditional early festive planning is rapidly fading. Just 7 per cent of shoppers now start their Christmas shopping in October and 15 per cent in November, while the majority wait until early December (42%) or the final days before Christmas (36%).
For convenience retailers, the findings underline the growing importance of late-season availability, strong availability on impulse lines and flexible merchandising as shoppers increasingly rely on top-up and last-minute missions.
Festive spending turns inward
The research also points to a shift towards more intimate, home-focused celebrations. Six in 10 shoppers (61%) say their festive food and drink purchases are mainly for their own household, while almost a third (29%) admit they are effectively buying for themselves. Only a small minority say they are primarily shopping for guests (8%) or parties and events (2%).
This trend is likely to favour smaller pack formats, premium treats and everyday indulgences over bulk party-buying – an area where convenience stores are well placed to capitalise.
Traditional turkey holds on, but alternatives grow
When it comes to the Christmas dinner table, tradition still dominates, with turkey remaining the most popular dish for 76 per cent of consumers. However, vegetarian and vegan alternatives accounted for one in eight choices (13%), highlighting a steady but significant shift in festive menus.
Ham remains a popular option at 10 per cent, while more niche choices such as venison barely register (1%).
Chocolate tops festive overspend
Chocolate and sweets emerge as the UK’s biggest festive splurge, with four in 10 shoppers (40%) admitting they overspend in this category. Meat and cheese follow at 29 per cent, while desserts and snacks account for 20 per cent of overspending.
Alcohol, often seen as a key festive category, ranks lowest, with just 11 per cent of shoppers saying they exceed their budget on drinks – a finding that reinforces the importance of confectionery, snacks and premium food lines for seasonal sales growth.
Commenting on the findings, Helga Slater, managing director of Product of the Year UK, said: “Christmas is a time of indulgence, but how and when we spend our money at this time of year is shifting. Festive FMCG brands would do well to take note and stock accordingly, reacting to evolving consumer demand.”
A report from VoucherCodes.co.uk earlier this week forecast the Panic Weekend (20-21 December) sales to rise 12.8 per cent to £3.43 billion, with shoppers leaving their purchases until the very last-minute.