- Brits tighten festive budgets as nearly 8 in 10 scale back spending, one-third plan to spend less on gifts, with more focusing on children amid rising costs
- Sales season steals the spotlight with 56% of Brits planning to shop Black Friday and Cyber Monday deals, up sharply from 32% last year
- Debit cards dominate as spending stays cautious. 66% of Brits will use debit this Christmas, signalling a shift toward mindful money management
- Brits cut costs but keep Christmas on the table. Nearly 1 in 4 (24%) are opting for cheaper food and drink, even as 25% plan to spend between £251 – £500 on festive feasts
LONDON, 22 October 2025: New research conducted by global data and insights company, Pureprofile Limited (ASX: PPL), reveals that as cost-of-living pressures persist, most Brits are tightening their festive budgets and seeking value this Christmas. From cutting back on gifts to taking advantage of festive promotions, the findings show a nation determined to celebrate smartly without overspending.
Many Brits are scaling back on festive costs, 78% are adjusting their Christmas spending to stretch their budgets (up from 53% last year), with 33% intending to spend less on gifts overall and 18% focusing gift-giving on children (up from 15% in 2024).
Over half (56%) intend to take advantage of Black Friday and Cyber Monday sales events, a growing trend in recent years (up from 32% in 2024). For retailers looking to capture consumers, percentage discounts are the most popular with Brits (39%), followed by buy one get one free (18%). Brits will also look for brick and mortar bargains, as they increasingly prefer to shop in-store (51% vs 39% in 2024) over online (47% vs 61% in 2024).
Now in its seventh year, Pureprofile’s 2025 Christmas Report is a global report based on the insights of over 4,600 panel members from the UK, the USA, Australia, New Zealand and Singapore.
Among various nations, Brits show stronger intentions to buy gifts than receive them, with those planning to stretch budgets adopting a value-driven and cautious mindset. 42% of Brits will spend between £301 – £1,000 on gifts, and notably, 9% plan to spend over £1,000.
This year, Brits are also expected to shift their methods of payment, with debit card use climbing to 66% (up 6% from 2023), while credit card use is to 40% (up from 36% in 2023).
Martin Filz, CEO of Pureprofile, said: “Brits are entering this festive season with a strong sense of financial awareness and resilience. We’re seeing a clear focus on value, from prioritising practical, feel-good gifts to making the most of seasonal promotions. The shift towards debit card use and smarter budgeting reflects a nation determined to celebrate meaningfully while staying in control of their finances.”
Brits prioritise practical and feel-good gifts
Clothes and shoes (52% vs 34% in 2023) and food, confectionery and drink (39% vs 33% in 2023) remain the most desired gifts among Brits, both increasing in popularity over the last two years.
Significantly growing in popularity is jewellery (30%), up from 21% in 2023 and up 14% points among 18–24 year olds. There’s a big rise in high value gifts such as technology (26%), up 16% points with 18–24 year olds.
Skincare and beauty products (37%) are more popular this year, rising from 29% in 2023.
When asked what they would wish for this year, a joyful day with family and friends (29%) topped the Christmas wishlist, with cheaper food prices (26%) not far behind, followed by lower energy bills (18%) and peace on earth (13%).
Fabulous festive feasting
In line with a value-driven mindset in budgeting this year, 1 in 4 Brits plan to spend between £251 – £500 on festive food and drink this festive season, while 24% are opting for budget-friendly food and drink options to save on cost (14% points higher among 25–34 year olds).
43% of Brits also plan to purchase food, confectionery and drinks (including alcohol) as a gift this festive season, up from 39% in 2024.
Brits on the move this Christmas
Over half (59%) of Brits intend to travel this festive season, with 30% planning to travel locally within their region, 21% domestically and 8% overseas. 25–34 year olds show the strongest increase in national travel intentions, up 10% points.
There’s also a rise in people taking additional leave beyond standard workplace shutdowns, up 7% points since 2023 (15% this year vs 8% in 2023).
Savings, health and balance lead new year goals
Health, savings and family time top the new year’s resolution list, with 59% of Brits aiming to save more in 2026, reflecting ongoing cost-of-living pressures.
At the same time, many are seeking balance by prioritising health and fitness goals (45%), travelling more (32%), spending more time with family (32%) and enhancing wellbeing (28%). This blend of prudence and fulfilment is mirrored in respondents’ spending plans. Household items (23%), travel (22%), fashion (21%), technology (21%), and home improvements (19%) all rank strongly, while fewer intend to commit to longer-term investments like education (9%) or financial products (13%).
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About Pureprofile
Pureprofile’s vision is to deliver more value from the world’s information.
We are a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands & businesses.
Our research delivers rich insights into real human behaviour and provides the “Why” behind the “What” through our unique ResTech and SaaS solutions. We build in-depth profiles of consumers via our proprietary and partner panels and give businesses the ability to understand, target, and ultimately engage with their audiences.
The Company, founded in 2000 and based in Surry Hills, Australia, now operates in North America, Europe and APAC and has delivered solutions for over 850 clients.
Media contact:
Tim Potter
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M: +44 (0)783 3702 450
