Generation X are set to be the biggest spenders for Christmas 2025, with 25% saying their festive outgoings will be £500 or more. This compares to 18% of millennials and baby boomers planning to spend the same amount, 10% of the silent generation and 1% of Generation Z (see note 1).
These are key findings of research conducted by Azerion and flag the value of the Gen X audience that can be overlooked by promotions. The omnichannel advertising platform undertakes its annual ‘Christmas in July’ study to discover the key shopping trends that will help brands shape their media strategies as they plan in advance for the winter celebrations.
The need for value in the face of ongoing economic uncertainty was another critical message; 56% of respondents said it would influence festive purchasing decisions more than nostalgia, humour or sentimentality. Consumers are planning to spend, but they want to get the most and the best they can for their money, leading 48% to say they like to see value-for-money messaging in Christmas ads.
Over a third (37%) of shoppers will seek deals and discounts on festive food – although 44% will buy more premium and indulgent food items than usual, signalling an appetite for treating themselves and trading up, despite the cost-conscious climate.
Other key findings of Azerion’s Christmas in July research include:
- Over half (54%) plan to do their Christmas shopping in November and December. Although later than last year, to optimise their returns brands still need to show up during the earlier research stages.
- Practical and feel-good items, such as food and drink (41%), vouchers (37%) and books (35%) are core gifts, along with toys and games (35%), and beauty and self-care (32%).
- 77% will shop in-store, compared to 49% using a mobile website and 46% doing so via a desktop website (with the latter up from 42% in 2024). However, 66% of shoppers get gift ideas from online browsing, compared to 47% in-store.
- Planned activities over the Christmas period are home-focused, and include decorating (56%), watching festive TV (49%) and baking (44%). People are also in a ‘low effort’ mindset, meaning brands need to deliver comfort, joy and simplicity.
- Relaxing at home is also when nearly a third (32%) will drink alcohol. People are willing to pay more for alcohol, but only if the brand justifies it.
- Despite the focus on value, 18% plan to ‘give back’ by donating to charity or supporting others over Christmas.
Ruth Reynolds, insight and strategy director at Azerion UK, says: “People may be basking in the sunshine and settling down to a summer of sport, but brands can’t be complacent about planning for the major shopping event of Christmas. Our research digs deep into consumers’ festive expectations, revealing among other things this year that advertisers sidelining Gen X in favour of their younger counterparts do so at their peril. This study provides us with the insight to work with brands on smart, informed campaigns that resonate, inspire and perform.”
Azerion’s nationwide research was undertaken in June 2025 with a panel of 1000 UK adults.
Note 1: Silent Generation – people born between 1928 and 1945; Baby Boomers – 1946 to 1964; Generation X – 1965 to 1980; Millennials – 1981 to 1996; Generation Z – 1997 to 2012.
