Households with children already saving to afford Christmas

5 May 2022

Nearly half of shoppers with children at home claim they are already aiming to save money day-to-day so they can spend as much as they normally would this Christmas, according to the latest shopper insights from IGD.

While the Easter break was celebrated by many, the cost-of-living crisis means spending on such seasonal events is likely to be impacted this year.

Indeed, many family households are already saving, or are thinking about saving money to be able to afford Christmas this year:

  • 54% have children aged 0-4
  • 47% have children aged 5-10
  • 45% have children aged 11-18

This is a stark contrast to the 16% of shoppers without children who have already started saving for the festive season.

Rhian Thomas, Head of Shopper Insight at IGD, said: “Throughout the pandemic period we predicted that once COVID-19 restrictions lifted, shoppers would be keen to celebrate special occasions to make up for time they lost during lockdowns.

“However, in 2022 this may be affected again as the rising cost of living affects how much shoppers have to spend on these occasions, particularly the least affluent and shoppers with young children at home. These groups will still want to make the most of special occasions, however, so providing options that enable them to do this with stretched budgets should be a key consideration for businesses this year.”

A significant 60% of shoppers agree that a rise in costs would seriously affect how much they spend on special occasions this year.

Rhian concludes, “Offering this group of shoppers the ability to save money for big occasions like Christmas, while continuing to buy your products, such as through a loyalty card savings scheme, could be a good way to lock in their spend, but still allow them to save for big occasions.”

Watch our Viewpoint webinar recording to learn more about the opportunities to engage with shoppers and what the cost-of-living crisis means for businesses.


For media enquiries please contact Alexandra Crisp at [email protected]

Notes to editors

  1. Source: IGD ShopperVista 2022, 1,000+ British shoppers
  2. For more information on IGD’s shopper insight research, please visit IGD ShopperVista
  3. IGD is an organisation of two interconnected communities. The profits from Commercial Insight are reinvested into Social Impact, which together work to drive change that makes a tangible difference for society, business and the individual.

    Commercial Insight is delivered through six core areas:

    a. Retail Analysis – providing trusted data and insight, straight from the heart of retail;
    b. ShopperVista – providing insight that creates the foundation for progressive shopper and category thinking;
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    d. MarketTrack – the most trusted, rigorous market read in the retail sector;
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    f. Solutions – personalised solutions that address the critical customer and commercial challenges.

    Social Impact from IGD is delivered in four key areas:

    a. People
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    c. Sustainability
    d. Economics
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