When the economy feels uncertain, people don’t stop spending, they simply change how they spend. This shift has long been recognised as the lipstick effect: when bigger purchases feel risky, people turn to small, affordable treats that offer comfort, confidence, or a...

This is where consumer insight research and market intelligence stop being “nice to have” and start becoming essential tools for growth.

Even at the most sentimental time of year, consumer behaviour tells a clear story. And when you look closely, those festive habits offer valuable clues about what really matters to people, not just in December, but all year round.

Every week, businesses make choices that shape their future. New products, refreshed branding, adjusted pricing, fresh campaigns. And behind every one of those choices is a simple truth. You either know your market, or you are guessing.

This article first appeared in News Letter here in November 2025. By Fiona Norman, MD at www.fnresearch.co.uk If you still think Christmas is all about price wars and panic buying in December, you haven’t been paying attention. Our latest report at FN Research, The...