Christmas isn’t just a season – it’s a mindset. From the way we shop for food to how we raise a toast, gift, and scroll, festive behaviour reveals a lot about what people value most.
Our latest research dives deep into four key areas – food, alcohol, gifting, and media consumption – to uncover how consumer priorities change when December approaches. The findings offer marketers a wealth of insight for tailoring campaigns to the moods, motivations, and moments that truly matter.
Let’s unwrap what we discovered. 

Food: trading up

For most of the year, shoppers keep things practical, with 85% sticking to supermarkets for their everyday groceries. But come Christmas, consumers are willing to trade up. Speciality stores and premium supermarkets get their moment in the spotlight, as people across all generations seek quality, freshness, and those holiday indulgences. However, the “how” differs by age:

  • Gen X and Boomers love the practical benefits of loyalty points and rewards, and are over twice as likely to find new brands in-store, through sampling and promotions
  • Millennials prioritise online convenience (digital delivery services) and variety. finding brands through influencers and shoppable ads.
  • Gen Z wants the discovery and sensory engagement of the in-store experience

For marketers, that means one size doesn’t fit all and shifts in campaign strategies should mirror generational shopping habits. Think loyalty-led offers and physical activations for Gen X and Boomers, seamless digital shopping journeys for Millennials, and immersive retail moments for Gen Z. 

Rising prices are also making shoppers rethink budgets, driving a spending split between the  premium and the practical: 28% plan to spend less this year, focusing on value and savings, yet another 30% intend to spend more, prioritising quality over cost. That creates two distinct opportunities: Value messaging that helps cautious shoppers stretch their pounds, and Premium positioning that makes indulgence feel worth it.

 

Alcohol: celebrations and conscious choices

’Tis the season for toasts, but not everyone’s pouring the same tipple. While around 60% of drinkers state that they drink more at Christmas (driven by festive socialising), the no- and low-alcohol category is thriving year-round across major UK retailers.

No group reflects this polarisation better than Gen Z: 43% drink more at Christmas, but 48% don’t drink at all, instead embracing moderation or sober-curious lifestyles. Meanwhile, most Gen X respondents said their drinking habits were unchanged throughout the year. Also: 

  • Wine remains the go-to choice across generations, but more so amongst Boomers. Millennials are 1.8x more likely to favour the experiential drinking moment associated with a cocktail
  • Taste dominates across all age groups, but motivations differ: Boomers prioritise craft, flavour, and price; Millennials value sustainability and brand ethics, and Gen Z are influenced by peer recommendations and limited-edition packaging.

For marketers, the sweet spot is clear: balance heritage and flavour for older audiences, champion social validation for Gen Z, and spotlight sustainability for Millennials.

 

Gifting habits

When it comes to gifting, tradition still reigns. Most people shop for children (78%), partners (75%), and parents (69%), proving that family remains at the heart of Christmas. However, timing is everything:

  • Gen X are the planners. 30% start before October to avoid the rush.
  • Gen Z thrive on the urgency and spontaneous decision-making of last-minute shopping
  • A huge 70% of consumers align their shopping with winter sale events (Black Friday and Cyber Monday). Many mix useful essentials with fun or luxury gifts, balancing value with indulgence.

And while most still buy the same quantity of gifts as before, Gen X are most likely to buy fewer gifts due to cost pressures, while younger consumers are embracing creativity (think handmade presents and the personal touch).

For marketers, the findings suggest some strategic avenues, as well as staggered campaigns: Early-bird exclusives for Gen X; strong sale messaging (such as affordable gifting bundles for the budget-conscious) through November, and last-minute digital pushes with DIY-inspired/personalised campaigns for younger, creative shoppers.

 

Media consumption: the multi-screen Christmas

If Christmas once meant TV marathons and radio jingles, today it’s all about multi-channel immersion. UK adults spend over four hours online daily, including 1 hour 37 minutes on social media: an audience that’s always tuned in – but rarely in one place. 

When it comes to social media, WhatsApp is the platform that unites all generations, where real conversations and planning happen.

  • Gen Z/Millennials lean on TikTok and Snapchat, where short-form content drives discovery.
  • Gen X/Boomers prefer Facebook and YouTube, where video and community engagement feel familiar and trusted.

Traditional media hasn’t vanished, though. Radio and online news still play a supporting role, offering credibility and emotional connection between the scrolling and streaming.

For marketers, the message is to meet audiences where they are, but also when they’re most receptive. Combine the emotional reassurance of traditional media with the personalised reach of digital storytelling to make campaigns feel both credible and current.

 

Final takeaways

  1. Premium is emotional, not just expensive. Consumers will pay more when the occasion, and the storytelling, feels meaningful.
  2. Black Friday marks the start of Christmas for 70% of consumers, and is a key moment to capture intent.
  3. Digital dominates, but don’t ditch tradition. Radio, news, and in-store experiences build trust where screens can’t.
  4. Family first, but colleagues and pets too! 21% of consumers buy gifts for their pets – a fun niche worth exploring.
  5. From the cautious spender to the conscious drinker, understanding generational nuance is your best holiday strategy.

 

Whether your audience is hunting deals, chasing quality, or curating the perfect feed-worthy moment, the magic lies in understanding what makes their Christmas special – and ensuring your brand is part of it.