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The Golden Quarter: Christmas insights to inform your commercial planning

01 October 2026

Stay ahead this Golden Quarter with IGD's latest Christmas retail trends, shopper insights and consumer behaviour analysis for Christmas 2026.

Discover the latest Christmas retail trends, shopper insights and consumer behaviour analysis from the UK, alongside practical takeaways to support your commercial planning. Explore the latest Christmas imagery in our photo gallery, and revisit previous years' insights to understand what's changing across retail, grocery and hospitality, and what it means for your business.

Latest Golden Quarter insight

Explore Christmas retail activations in action

Browse hundreds of festive in-store displays, seasonal trends and shopper activations across retail channels worldwide.

View the Christmas photo library

Lessons from previous Golden Quarters

Planning for Christmas requires both a view of what is happening now and an understanding of what has worked before. Explore selected insight from Christmas 2025 and use previous activations, behaviours and market developments to put this year’s activity into context.

Turn Golden Quarter insight into action

Need to understand how shoppers are responding to your Christmas activity or how your proposition compares with the market? IGD can help you investigate shopper behaviour, benchmark your category and identify innovation opportunities, turning seasonal insight into practical action for your business.

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United Kingdom In-store execution Christmas Events / seasonal

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