SPAR campaign targets ‘festive brain fog’ as research flags Christmas stress

New research from A.F. Blakemore & Son Ltd has found that almost a third of Britons (31%) consider Christmas the most stressful time of the year, with many experiencing feelings of overwhelm and so-called 'festive brain fog'.

The findings have prompted the SPAR wholesaler and retailer to launch SPAR Saves Christmas, a seasonal campaign running throughout December that aims to position local SPAR stores as a practical, stress-relieving option for shoppers during the festive period.

As part of the initiative, customers visiting SPAR stores will receive a simple festive checklist placed in their baskets, designed to help them remember everyday essentials that can easily be forgotten during the “big shop”. The campaign is intended to reinforce SPAR’s role as a convenient top-up destination, particularly when time pressures and last-minute needs peak in the run-up to Christmas.

The activity is being supported by local influencers, who will share their own experiences of Christmas stress and last-minute shopping through social media content as the festive countdown intensifies.

CJ Antal Smith from A.F. Blakemore & Son Ltd said the research highlighted a clear opportunity for neighbourhood convenience retailers to support customers at a demanding time of year. “It’s clear from the research that even though as a nation we love Christmas, the stress of having to remember everything can often be too much. It’s so easy to start getting a bit of brain fog at this time, taking away some of the joy,” she said.

The newly appointed chief commercial officer added that SPAR’s community-based retail model puts it in a strong position to respond to these pressures. “Because SPAR stores are locally owned and part of the communities they serve, they understand the pressures people face at Christmas. We want SPAR to feel like an extra pair of hands for people spinning too many plates.”

The campaign highlights SPAR’s range of easily forgotten essentials alongside food and drink for festive occasions, from last-minute milk and breakfast staples to mince pies for unexpected guests.

Antal Smith contrasted SPAR’s approach with that of larger supermarket operators, arguing that convenience retail’s strengths lie in accessibility rather than scale. “Unlike the big retail players that trade in volume, mega-stores and endless aisles, SPAR’s power lies in proximity, speed, and local relevance. SPAR isn’t trying to win Christmas with scale; it’s winning with empathy, immediacy, and genuine neighbourhood connection.”