Using our events research, see how shoppers believed they would spend Christmas and what this means for spending and suppliers.
At a Glance
Despite the challenging economic backdrop and the potential for inflation to be felt in parts of shoppers’ spending, such as on petrol and heating their homes, Christmas is likely to remain an anomaly.
Christmas shopping trends are expected to show consumers remain willing to spend, while retailers will continue to hold down price rises, limiting price rises until the New Year.
Using our Opportunities for events 2026 insight from ShopperVista, this article looks at how shoppers were thinking about seasonal events earlier in the year, and what this means for Christmas spending trends this year.
Christmas is an event shoppers ring-fence spending for…
Our Christmas shopper insights showed the season remains the most widely celebrated event. In 2025, 86% of shoppers claimed they would celebrate or participate in Christmas celebrations, with this rising in 2026 to 89%. In 2025, shoppers told us they were concerned about the cost of the event, which led many to cut back in some areas, including gifting. However, despite tighter budgets, festive promotions encouraged shoppers to trade up, especially in treat categories such as mince pies and biscuits.
…While they are also getting savvier with their spending…
Despite the challenging economic conditions, shoppers over the course of 2026 have found affordable ways to celebrate, prioritising certain events and using a range of mechanics to maximise their spending.
Our research showed nearly 60% of shoppers agreed they would use loyalty apps for deals, offers, or vouchers before shopping. A similar share said they would notice different in-store product displays for events, underlining the importance of creating impactful themed displays and spotlighting seasonal NPD to ensure they stand out.
…And becoming more planned
With more shoppers planning to celebrate Christmas this year than last, they have said they will plan well and stay within budget. Recent geopolitical developments and ongoing cost pressures are reinforcing concerns about rising prices. With confidence remaining fragile, shoppers are increasingly pre‑planning purchases and prioritising value.
Shoppers are likely to take a similar approach as they did last year, with a budget‑conscious mindset shaping their decisions. Loyalty promotions will play a particularly important role, with 57% planning to use loyalty discounts to help manage event spending.
Maximise opportunities with premium private label…
Retailers have been expanding and innovating with their private label ranges. By keeping up with the latest food trends across seasonal categories, especially around dine‑in meal deals, they have been able to drive spend. Trend‑led innovation, alongside influencer partnerships and co‑created products with manufacturers, will continue to help retailers and brands excite shoppers and boost seasonal sales.
…and NPD
81% of shoppers hosting for Christmas plan to cook from scratch, but more are buying party foods and ingredients for drinks. 43% of shoppers plan to try new recipes. Retailers can provide recipe inspiration for shoppers planning to cook and bake.
These different needs mean that shoppers remain highly mission‑focused during events. To meet these needs, activations must be mission‑oriented and clearly signposted to make the shopper journey easier. Promotions should also be tailored to distinct missions: party hosts will look for volume‑led value, while those celebrating more intimate occasions will seek premium cues delivered at an affordable price.
Brands and retailers can lean into recipe‑led inspiration while also promoting their products. By using their websites, activation links, and partnerships with recipe developers, they can influence shoppers to buy specific ingredients, brands and ranges as they plan their Christmas dinner.
A rise in shoppers celebrating events outside of home
In our Christmas research, we found shoppers were prioritising experiences over gifting, which may support the away from home market. The research showed that 26% planned to eat out at a bar or restaurant in 2026, up from 22% in the previous year. Although more affluent shoppers primarily drive this increase, there are also ways to attract budget-conscious shoppers, who are looking for value, by offering free drinks, seasonal specials and enhanced experiences.
Last-minute considerations
Despite people increasingly adopting a more cost‑conscious mindset, they are looking to celebrate at Christmas. Shoppers and consumers are increasingly turning to retailers and operators to help them do so affordably. This will require businesses to make their loyalty promotions, premium private label ranges and bundle deals highly visible, on premises, in-store, online, and through social media channels.
For retailers:
Shoppers will plan purchases online: with more shoppers pre-planning their event purchases, online and social media channels will act as a tool, helping them plan and budget. Social media will also be used as a tool for discovery and inspiration, particularly for younger shoppers, and should be used to spotlight NPD and must-have products and ranges. Retailers should emphasise value, spotlight promotions and offer preorder options in the pre-shop phase of the shopper journey.
Mission-based zones: event sections should be mission-oriented with clear signage and layout. Retail media will play a key role, but must be located near these zones. There will be a need for standout activations at aisle ends, while eye-catching retail media from familiar and relevant products can also aid navigation, which will help at the busy time of the year.
Spotlight premium private label ranges: with 73% of those hosting intending to buy party food, there is a growing opportunity for trade-up innovation and premiumisation in party food categories. Also, shoppers are increasingly drawn to product launches that communicate novelty, strong seasonal themes and quality cues. Trend-led innovation allows retailers to create interest and showcase quality and value.
Prepare for last-minute quick commerce shops: after expanding their coverage and spotlighting the channel’s availability, shoppers will look for top-ups of alcohol, snacks and convenience foods in addition to forgotten items. Retailers need to keep an eye on in-demand products in the build-up to Christmas Day, as they may become the must-have items later on.
For away from home operators:
Use exclusive Christmas NPD to stand out: as consumers increasingly seek hard-to-recreate experiences out of the home, exclusive flavours and formats, such as hot food to go or premium iced drinks, can help operators to stand out against retailer propositions.
Partner with suppliers to win cross-channel coverage: work with suppliers on retail media activations, incentivising consumers to purchase their products by offering rewards or experiences in your venues, driving awareness and footfall.
Leverage growing quick commerce demand: consider how your proposition can fit into quick commerce portfolios, developing prepackaged, longer shelf life, finish at home or do it yourself products and experiences.
For suppliers:
Promote premium trade‑up categories: as the Christmas meal is a key focus, shoppers are more likely to trade up in categories like meat and side dishes. Retailers and brands can encourage splurges by highlighting quality cues.
Provide recipe inspiration: target shoppers who plan on cooking from scratch in-store by combining ingredients and using recipe QR codes. Shoppers are increasingly researching online and through social media channels for recipe ideas, creating an opportunity for brands to collaborate with recipe developers to target shoppers.
Cross-category: position food and non‑food items close together to drive spend, e.g. chocolate boxes and gifting solutions. This helps shoppers complete their mission in one place.
Support hosting missions: as shoppers are likely to host families and groups over the longer Christmas break, offer themed partyware and decorations alongside party foods.