With the festive season in full swing, new research from Clearpay, a leader in Buy Now, Pay Later (BNPL), exploring gift giving and festive traditions has showcased how important traditions are for Brits this year – with 95% stating that they feel very protective over their family Christmas traditions, and 60% revealing it would cause a family argument if anyone tried to change them. Some traditions are known for spanning family generations and UK adults have revealed that watching the King’s Speech is the oldest family moment that they still enjoy.
Gifts galore
Gift-giving is seen as one of the festive season’s biggest customs, but today Brits are far more concerned about what to gift their four-legged companion compared to their partners, parents and children – with 90% of Brits stating they buy a different present for their pet each year, while just 17% buy a different present for their partner. When it comes to gift-giving, older generations are more thoughtful with 62% of over 55-year-olds stating they never purchase the same gift twice for their loved ones.
Generational differences are also significant when it comes to using gifts – Gen Z are most likely to leave a gift unopened, with 79% stating not all their gifts leave the box, while 57% of Baby Boomers state they will open and use all their gifts. Family dynamics also come into play, with siblings ranking highest compared to other family members when it comes to giving the worst gifts. For the types of gifts Brits are hoping to find wrapped under the Christmas tree – novelty items (23%) plus beauty and grooming sets proved least popular (16%), with the majority of Brits hoping to find new trainers and handbags delivered by Father Christmas.
Christmas cards and decoration decisions
When looking at other festive traditions, despite Gen Z living online more than ever before, the research revealed that there has been a move towards sending physical Christmas cards with a third (32%) of this group choosing to send cards this year.
Classic Christmas decorations and real trees are some of the UK’s oldest festive traditions, but this is evolving with more than two-thirds of Brits (68%) opting for an artificial tree instead of a real one this season, with Clearpay reporting a 129% increase in sales of artificial Christmas trees year on year. While the majority of Brits (86%) disapprove of people who deck the halls before December, Clearpay has seen a 228% surge in decoration purchases in comparison to last year’s festive season. More than two thirds (69%) of men are more likely to adorn their trees with coloured fairy lights and tinsel, rather than white lights and modern decorations. When asked about their festive decorations this year, 65% of Brits plan to follow a decorative scheme, with a ‘Royal Fairytale’ theme voted the most popular drawing inspiration from recent events such as the King’s Coronation and return of The Crown and incorporating red, gold and luxurious decorations.
Dress to impress on Christmas Day?
The research offered some interesting insights into how people will spend Christmas Day itself. Over a third of Brits (37%) confess they won’t be dressing up for Christmas, with one in 10 (11%) respondents confessing to having bought their festive loungewear ahead of the holidays. Meanwhile, sales data from Clearpay reveals it’s all about festive pyjamas this season, having seen a 50% increase in sales of festive pyjamas ahead of December, compared to the same period last year.
While the big day itself may be a chance for Brits to remain in their loungewear, getting dressed up during the festive season is still a highlight for many, with 15% of Brits expressing that getting glammed up for Christmas parties is their favourite part of the season. Clearpay’s data reveals a 122% increase in sales of sequin dresses YoY, as well as a 282% surge in purchases of metallic heels this festive season, and a 212% jump in sales of Velvet trousers for this year’s Christmas parties.
Rich Bayer, UK country manager at Clearpay, said: “This year it seems that Brits are looking for a convenient Christmas over anything else. While choosing to keep some important traditions, many are opting to do Christmas their way – whether that’s investing in an artificial tree, making more considered gift purchases or spending the big day relaxing in festive pyjamas. Making everything simpler means that they will have more time than ever before to spend with family and friends during the festive season.”
Top things that get Brits into the Christmas mood:
Christmas music
Putting the decorations up
Christmas TV specials and films
Wrapping gifts
Feeling cosy
Christmas markets
Christmas adverts
Decorations going up in the local town / city centre
Stores playing Christmas songs
Starting present shopping
Top Christmas traditions:
Watching Christmas movies / TV specials on Christmas Eve / Christmas Day
Sending Christmas cards
Christmas crackers before Christmas dinner
Eating Christmas lunch at 2pm
Visiting the Christmas markets
Hanging Christmas stockings
Watching the Queen’s / King’s Speech
Putting a carrot / mince pie / milk / brandy etc. out for Father Christmas
Making a day of Christmas shopping
Wearing Christmas pyjamas
Festive Fashion sales (2022 vs 2023 via Clearpay):
Velvet blazer – increase 160% year-on-year
Velvet trouser – increase 88% year-on-year
Velvet pant – increase 212% year-on-year
Silk dress – increase 202% year-on-year
Silk trouser – increase 43% year-on-year
Sequin dress – increase 122% year-on-year
Metallic heel – increase 284% year-on-year
Beaded dress – increase 112% year-on-year
Beaded top – increase 94% year-on-year
Leather pant – increase 143% year-on-year
Metallic bag – increase 204% year-on-year
Pearl earrings – increase 72% year-on-year
Pearl bag – increase 330% year-on-year
Glitter heels – increase 135% year-on-year
Glitter sneakers – increase 282% year-on-year
