Blessed is the season, which engages the whole world in a conspiracy of love. Or not as the case may be for some. For all the joy and good will the festive season supposedly brings, there is a good proportion that simply find Christmas a drag.
1 in 5 Brits don’t like Christmas, and 16% would go as far as cancelling it altogether. While the fact that this many Brits do not relish the festive period may come as a surprise to some, compared to our European counterparts this is a slim proportion. A quick look abroad and we see that just 25% of those in France claim to be excited at the prospect of the Christmas break, a significant 40% state that they find the festive break somewhat daunting.
While we can still assume the majority of those in Britain and France will follow the usual traditions and conventions of Christmas (and continue to buy lots of stuff!), this still leaves a good number who reject the perceived ‘mundanities’ of the traditional western festive period.
Put simply, many people are tired of the stress, cost and complication of the Christmas ritual. There is the lingering fear of not being able to satisfy your loved one’s wide-ranging tastes – from demands for a nut roast for the veggies and extra pigs in blankets for everyone else, to which of the latest celebrity autobiographies to buy your gran.
So, what does this mean for Christmas?
People are celebrating Christmas in increasingly diverse ways. YouGov data from 2016 shows that 2 in 5 Brits would consider spending Christmas abroad and that 1 in 4 have already spent Christmas on foreign soil.
On top of this, findings from restaurant booking site Bookatable showed that there has been a 251 percent rise in dinner reservations for Christmas Day between 2011 and 2015. The site also found that almost a quarter of Brits had eaten out on Christmas Day before and a further 35 percent would consider doing so in future.
Increasingly shoppers are shunning the more ‘traditional’ Christmas, and food & drink brands need to adjust accordingly. This year we’ve seen Tesco list their top 10 alternative Christmas dinners whilst magazines such as Red have listed a number of Christmas dinner alternatives. Ranging in stores therefore needs to reflect the changing attitudes of the British consumer.
Personally, I can’t wait for my Christmas Day curry.
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