New research from Mail Metro Media reveals consumers are spending earlier and more strategically this Christmas, with a focus on seeking out the best deals, discounts and loyalty schemes, against a backdrop of economic uncertainty.
Findings in Mail Metro Media’s Christmas Countdown 2026 report show British shoppers are preparing for Christmas despite affordability remaining a concern, with 34% worried about being able to afford Christmas, compared with 27% in 2025.
However, rather than cutting back, shoppers are looking for smarter ways to make their budgets go further, with 46% more reliant on retailer loyalty schemes and 29% on deals and discounts this Christmas. Meanwhile, spending is being prioritised in different ways, for example one in three expect to trade up on food and drink, highlighting a willingness to spend where it matters most.
Shoppers are also planning to get a head start, with 27th October marking the start of Christmas gift planning, with shopping getting underway from 1st November. Aligned with the focus on securing a good deal, 58% plan to buy Christmas gifts through Black Friday promotions, while one in two see the event as a way to access products they might otherwise be unable to afford.
For many the physical in-store experience remains irreplaceable. In 2025, half of shoppers found their gift inspirations simply by browsing store aisles, while 78% believe that visiting a store in person creates more lasting memories than digital experiences, and brings the magic of Christmas to life.
Beyond the high street, festive inspiration can also be found online. Social channels continue to play a role in shaping Christmas choices with four in ten consumers using these platforms to inspire their festive shopping decisions, up 10 percentage points since 2024.
AI, too, is changing shopping behaviours with 27% of adults considering using AI for personalised gift recommendations, up from 23% in 2025. This rises to 42% of Gen Z and 41% of Millennials, compared with 17% of Gen X and 8% of Baby Boomers.
Ryan Uhl, Managing Director, Commerce at Mail Metro Media, commented: “The countdown to Christmas really is on. We expect to see a battle of brands going earlier with sales in the run-up to Black Friday, hoping to own a share of squeezed household spend. Knowing that many consumers are keen to shop more strategically, through loyalty and discounts, is valuable both for advertisers and for our planned editorial coverage. Some of the most engaging shopping content we produce helps our readers navigate large sale periods, giving them expertly curated deals and recommended top products.
“For me, the magic of Christmas shopping is being inspired to purchase thoughtful gifts for loved ones, both online and within stores, so I look forward to seeing what brands inspire this year.”
