In a recent feature for Canvas8 insights platform, we explored UK consumers are decoupling the festive season from consumer capitalism. And the emotional climax of celebration is shifting away from material gifting and being re-coded around presence and shared culinary experiences.
We referenced the bigger experience economy. Abundance has started turning on itself and what once felt empowering—endless products, choice, recommendations etc., now feels exhausting. Ironically, data shows that consumers (particularly Gen Z and Millennials) are finding greater novelty now in simply being. Being present and engaged, and creating in-person memories that last, away from the daily noise. This is especially true during key holiday dates, like Christmas.
Consumers want to buy/consume products they're actually going to use, such as upgrades to everyday pantry items like Extra Virgin Olive Oil that feel that bit more special and giftable. We're seeing brands innovate with more sustainable formats like contemporary tubes from Good Day People and more tote options, as consumers seek better value without unnecessary and excess packaging.
With tremendous pressure on the hospitality industry, at-home dining offers a more affordable and personal way to share food and drink experiences. That's why we've seen so many trends and influencers shape at-home hosting culture. The rules have been rewritten and gone are the days of strict and rigid formats and a one-size-fits-all approach. Christmas entertaining may mean a potluck with friends, a blustery BBQ, picky bits and cocktails, a sitdown supper, or all of the above. The fun lies in the freedom, adventure and 'make-it-mine' experience.
We also saw this with declining turkey sales last Christmas, which we expect to continue this year. Consumers aren't afraid to mix up the menu and step away from once must-have Christmas dishes. They want to do Christmas their way.
Insights from the research include:
• When asked about the best part of Christmas Day, 46% of British adults said simply being together, 29% cited the Christmas meal and only 8% mentioned presents.
• Over 57% of Gen Z and 59% of Gen Y in the UK plan to gift experiences instead of material things at Christmas time.
• In the UK, 42% of adults now find the festive season financially stressful, with 33% reporting immense pressure to spend beyond their comfortable limits
Full report available via Canvas8.
