The Golden Quarter: Christmas insights to inform your commercial planning
26 October 2026Stay 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
-
See how retail media can be used to engage shoppers over the key Christmas period.
-
Retail Analysis United Kingdom Food to go and away from home Christmas Events / seasonal Europe Hypermarkets and supermarkets Online
Seven predictions for Christmas buying behaviours in 2026
After forecasting a ‘cautious Christmas’ in 2025, discover our predictions for 2026 and how shoppers’ behaviours could impact retailers and away from home opera...
-
ShopperVista United Kingdom Private label and brands Food to go and away from home Christmas Events / seasonal In-store execution Online Category insights
Christmas retail trends: last-minute considerations
Using our events research, see how shoppers believed they would spend Christmas and what this means for spending and suppliers.
-
Retail Analysis United Kingdom Online Christmas Events / seasonal Europe Food to go and away from home
Lessons from 2025’s Christmas shopper behaviour: what worked well?
Understand five areas that performed well across retail and away from home for Christmas 2025, and why they stood out.
-
Retail Analysis United Kingdom Private label and brands Food to go and away from home Christmas Events / seasonal In-store execution
Unwrapping Christmas: trends, innovations and opportunities to watch
See what IGD will cover as we, along with retailers, suppliers, and Santa, prepare for Christmas this year.
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.