As we ease into festive mode, twinkly lights appear, mince pies become a food group, and Mariah Carey gently takes over the airwaves, it’s easy to assume Christmas behaviour is driven by pure emotion.
But 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.
As the home of market intelligence and consumer insight, we couldn’t resist adding a little data magic to the seasonal cheer.
So what do the latest UK stats reveal about how we really feel about Christmas?
Christmas Is Still Loved, And Deeply Emotional
Despite rising costs, busy schedules, and the occasional family debate over the roast potatoes, Christmas remains a strong emotional anchor.
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85% of people in the UK say they genuinely enjoy Christmas
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29% would happily keep the festive feeling going all year
That second stat is particularly telling. It suggests Christmas isn’t just a moment, it represents something people feel is missing elsewhere in the year: connection, generosity, ritual, and shared experience.
From a consumer insight perspective (based on primary market research), this reinforces the power of emotion-led behaviour. People love Christmas because it fulfils deeper emotional needs.
Traditions and Food Trump “Stuff”
When we dig into what people love most about Christmas, the answers may surprise anyone who assumes it’s all about presents.
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28% say traditions and giving are the best part
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26% rank Christmas dinner as the top highlight
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Only 17% say receiving gifts is what they enjoy most
This is a powerful reminder that experiences consistently outrank possessions. Even in the most commercialised season of the year, consumers value meaning over material things.
From a strategic point of view, this has wider implications. Brands and organisations that focus purely on transactions miss the opportunity to connect on a more human level. Those that tap into ritual, memory, and shared moments tend to build stronger, longer-lasting relationships.
The Rise of Festive Self-Expression
And then there’s the most important stat of all…
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55% of people proudly wear a Christmas jumper
Seriously though, festive fashion might feel light-hearted, but it reveals something important: people enjoy participating in the season, not just observing it. Wearing a Christmas jumper is a form of self-expression, a small, joyful signal of belonging.
This aligns with a broader consumer trend we see again and again through market intelligence: people want to be part of something. Whether it’s a cultural moment, a brand community, or a shared joke, participation matters.
Why This Matters Beyond Christmas
It’s easy to dismiss festive behaviour as a once-a-year anomaly. But good consumer insight asks a bigger question: what does this behaviour tell us about people the rest of the time?
These Christmas stats highlight three consistent truths:
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People value connection over consumption
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Traditions and shared rituals create emotional loyalty
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Self-expression and participation drive engagement
These insights don’t stop being relevant in January.
For leaders and marketers, this is where market intelligence becomes strategic, not just descriptive. Understanding why people behave the way they do allows organisations to design better experiences, communicate more effectively, and make smarter decisions rooted in real human behaviour.
So… What Team Are You On?
Are you:
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Team Tinsel?
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A stuffing enthusiast?
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Or proudly here for the jumpers?
Whichever camp you fall into, the data reminds us that festive joy isn’t accidental, it’s built around shared values, traditions, and moments that matter.
And that’s exactly why understanding people properly, deeply, and empathetically is such a powerful advantage.
Let’s Keep the Insight Going
If you’d like to uncover what your audience truly values, at Christmas and beyond we’d love to help. Our work in market intelligence and consumer insight supports smarter strategy, stronger connections, and more confident decision-making.
Get in touch to explore how insight can work harder for your business.