M&S data reveals Brits are decorating and buying Christmas gifts earlier than ever
New evidence from retail giant M&S has reinforced the growing trend of UK consumers beginning their Christmas preparations earlier than usual this year. The company has reported a noticeable increase in festive orders and strong sales in decorations, signaling that holiday planning is firmly underway across the nation.
M&S highlighted a significant shift in consumer shopping patterns this month, observing early demand across both its Food and Home product categories. Particularly noteworthy is the performance within the Home section, where sales in the dedicated ‘Christmas Decorate’ category have surged by an impressive 67% year-on-year. This substantial growth is primarily fueled by robust customer interest in decorations and festive lighting, indicating a strong desire to embrace the holiday spirit well in advance.
Further insights from M&S customer data underscore this proactive approach to the festive season. A survey revealed that 28% of shoppers intend to decorate more extensively this Christmas, an increase from 26% in 2024 and 25% in 2023. This upward trend reflects a clear consumer intention to safeguard and enhance the festive season, making it as special as possible.
Alex Freudmann, Managing Director of M&S Food, provided context to these findings, stating: “We maintain close communication with our customers, engaging with them frequently to understand their sentiments and priorities. Currently, they are placing a high value on quality time with family and friends and are keen to protect their celebrations. The anticipation and meticulous planning of a special Christmas at home have become more crucial than ever before.”
This early surge in consumer activity is not isolated to M&S but appears to be a broader market trend. A recent report indicated that UK fashion manufacturers are also proactively responding to the heightened demand for goods in anticipation of the crucial Golden Quarter. These manufacturers are strategically building up their stock levels, a move aimed at ensuring consistent product availability and maintaining high service standards. This comes as they face the dual challenges of earlier consumer demand and increasingly longer lead times for sourcing, as detailed by The Access Group/Unleashed report.
