What to expect in Christmas 2026 by looking back at 2025

It is only July, but Christmas in July is well and truly a thing in retail circles and it was this time last year when Tesco shared their Christmas range. IGD tracked in-store and online activations across major UK retailers last December, and the findings are worth revisiting before the Golden Quarter gets close, especially as 89% of shoppers said they planned to celebrate Christmas this year which is in line with last year (IGD Shopper Vista research). 

The value and premium balancing act  

According to Shopper Vista data 78% say they will plan ahead and stick to essentials in Christmas 2026, up from 75% in 2025. Retailers are blending affordability with standout experiences, using visually impressive products and in-store execution to justify spend. Premium private label ranges sat alongside strong value offers, but both were elevated through presentation – from gold-glazed desserts to show-stopping mains designed for social sharing. The result is a shift towards affordable indulgence, where shoppers feel they are getting something special regardless of spend.  

Broader dining options 

Christmas 2025 showed the festive meal becoming more flexible and inclusive. Beyond a single centrepiece, retailers expanded plant-based mains and alternative formats from smaller dishes like vegan katsu bao buns to larger ones like meat-free wellingtons. At the same time, desserts played a bigger role for those with dietary needs, with products like limoncello mince pies and premium chocolate tortes adding theatre. The result is a more modular approach, with shoppers mixing traditional elements with newer, more diverse options to suit different preferences and moments. 

Loyalty schemes are key 

While Christmas typically drives trade-up, this more subdued mindset means retailers will need to work harder to communicate value and disrupt ingrained spending habits. Against this backdrop, loyalty apps are becoming an increasingly important tool to maintain engagement across a longer lead-in. Sainsbury’s ran a Count up to Christmas Nectar challenge, rewarding shoppers for completing weekly tasks, while Morrisons mirrored this with a More Card Christmas countdown, offering daily points boosts and app-exclusive festive deals through December. 

Trying new food and drink recipes 

According to Shopper Vista data in Christmas 2026, 43% of shoppers plan to try new recipes (vs 31% in 2025), while 55% plan to buy ingredients to make specific drinks (vs 42%), highlighting demand beyond food alone. Retailers can tap into this by providing clear inspiration and simplifying execution – for example, merchandising ingredients for key dishes or cocktails together and promoting them through bundles. Waitrose’s in-store cocktail fixtures, which group spirits, mixers and herbs with a video recipe, show how this can be brought to life. This approach makes cooking, baking and drink creation feel more accessible while encouraging trade-up through guided discovery. 

Convenient meal kits 

Convenience continued to evolve as a way to enable quality, not replace it. Retailers focused on helping shoppers deliver a strong Christmas with less effort, through bundles, clearer merchandising and simpler cooking cues. Iceland stood out with its all-in-one Christmas dinner boxes, “cook from frozen” messaging and freezers organised by meal component, making it easy to build a full meal quickly. Elsewhere, Waitrose’s Dishpatch meal kits brought chef-quality dishes into the home, while M&S simplified party food with consistent cook times. These cues reduced friction while still supporting trade-up. 

Pets are part of the family 

Retailers expanded their pet ranges significantly, reflecting the growing role of pets in seasonal celebrations. From Aldi’s “Pawsome Christmas” range to premium gifting options and festive meals, pets were increasingly included in the Christmas shop. This signals a broader shift towards more inclusive celebrations, where retailers are finding new ways to grow baskets by catering to the whole household. 

Looking ahead to Christmas 2026 

Early indicators suggest these trends will continue into 2026. However behaviour is evolving: more shoppers are planning ahead, trying new recipes and looking for inspiration. Ultimately, Christmas is becoming less about a single peak moment and more about a longer, more considered season, where shoppers balance enjoyment with control over spending and the time it takes to make dinner. Retailers that succeed will be those that combine value with inspiration, simplify decision-making, and create reasons for shoppers to engage throughout the entire festive period. 

Looking to get ahead of the seasonal period? 

• Read our report on Christmas 2025, which provides a comprehensive view of how retailers sought to balance enhancing shoppers' experience and the need to offer value in Christmas 2025. 

• Need something bespoke? IGD Consulting operates where retailers and suppliers meet, closing gaps in shared priorities, execution and performance.