As temperatures drop and the cosy season is in full swing, experts at Sainsbury’s, Argos, Habitat and Tu have revealed their predictions for the autumn months and upcoming festivities. Exploring search and sales data, alongside consumer research, the Sainsbury’s Seasonal Spotlight report uncovers what the nation is eating, drinking, wearing and gifting, as well as how they’re decorating this festive season.
The retailer has identified five key themes for this autumn winter season:
Autumn and Pre-Christmas
Autumn flair is in the air, with searches for ‘autumn decor’ on Argos soaring by +2,274% in the first two weeks of September 2024 vs 2023. Meanwhile, demand for autumn themed PJs also skyrocketed as Halloween becomes more popular than ever. Thanksgiving feasts and ‘Friendsgiving’ getaways in the UK are also on the rise, as 34% of people intend to host the traditionally American celebration for the first time. Looking ahead to Christmas, decorating the home for the main event has been brought forward with Sainsbury’s customers purchasing Christmas decorations as early as September. 16% of Brits are even planning to have purchased all their festive party wear by the last week of October.
Colour Me Merry
Retro revival is back with a bang as bold and oversized Christmas decorations reign supreme. Searches for multi-coloured Christmas lights also increased by +1,003% year on year as almost a quarter of Brits (23%) say they will opt for colour this December. Red wine hues are also making their mark on interiors and fashion choices.
Host With The Most
Brits are prioritising convenience in the kitchen in exchange for more time with loved ones. Last December, an air fryer was sold every 8.3 seconds at Argos to speed up Christmas cooking and this year, 22% of hosts expect guests to bring along ready-made dishes, sharing the love and the load. Grilling is also set to be popular, with 17% planning to host a barbeque party during the festive period, with Sainsbury’s reporting a whopping +74% increase in December burger sales over the past two years. Millennials will also be taking on more festive duties in 2024, as over a third (39%) will host Christmas for the first time this year.
NOËL-stalgia
Throwback dishes such as trifle and prawn cocktail, nostalgic décor and gifts are proving popular for 2024, as many take a trip down memory lane to integrate old traditions with the new. In fact, 3 in 5 millennials are buying food that sparks childhood memories and 45% want to adorn their homes with nostalgic decorations. The research even found that nearly half (47%) have already watched a Christmas film, as many just can’t wait to recreate memories for the most wonderful time of the year.
Gifting Galore
‘Kidult-ing’ is the new trend for Christmas with old-school toys including Furby and Beyblades set to make a comeback as 34% of Brits plan to buy younger relatives the toys they enjoyed as a child. Searches of retro items are on the rise too, showing the nation is set to gift the golden oldies with record players (+22%) and flip phones (+21%) both increasing significantly. Pets are also getting in on the festive fun, with 38% of Brits planning to buy a gift for their furry friend this Christmas, a figure that increases to 44% for Glaswegians.
Claire Hughes, Director of Product and Innovation at Sainsbury’s, commented: “It’s the most wonderful time of the year! We know our customers are seeking solutions that take the fuss out of preparation and hosting for the festive season, so we’re all about “Christmas-made-easy”; think ready-to-drink cocktails, air fryer-friendly party food and convenient, quick-cook centrepieces – all just as big on wow factor as they are on flavour.
“Panettone is synonymous with Christmas and this year we’ve taken it to the next level with both a chocolate and hazelnut as well as a limoncello variant that are perfect for gifting. We’ve even got a mini panettone in a tin that’s just the right size for a stocking. From tipples like our dessert-inspired liqueurs to an eye-catching light up terrarium, there’s truly something for everyone.
“Christmas is also a time for nostalgia and this year, 60% of the nation plan on rediscovering the joy of retro dishes that hark back to the trends and traditions they grew up with. You can expect dishes like terrine, miniature party food and prawn cocktail to make an appearance at the table this year.”
Matt Leeser, commercial director, Argos, Habitat and Tu, said: “We know our customers want to make the most of the festive season, with our research showing that 44% of UK adults enjoy the celebrations even more now than when they were younger.
“We’re proud to offer them even more choice to make Christmas special, from our wide range of technology and electrical brands such as Sonos and Apple, to the latest toys for both little kids and those who are kids at heart, for whom our range of Lego is proving popular. Together with our gorgeous new Autumn-Winter fashion from Tu and our beautifully designed Habitat home and furniture ranges, we’ve really got something for everyone.
“Our customers have already started to embrace their Christmas shopping, with visits to our Christmas page on Argos.co.uk already up by +121% compared to the same time last year. For those needing to make any last-minute purchases, Argos’s market-leading same-day Fast Track delivery and Click & Collect services means we have a range of ways to help make shopping during the busiest time of year even more convenient, right up until Christmas eve.”
