More than 50% of parents are already saving for Christmas as belts continue to tighten


Nearly half of shoppers with children at home claim they are already trying to save money day-to-day so they can enjoy Christmas as normal, according to the latest shopper insights from IGD.

The cost-of-living crisis means spending on seasonal events is likely to be impacted this year, with many households already saving, or thinking about saving, money to be able to afford Christmas this year.

Last year, data from NielsenIQ revealed that Brits spent £14bn on Christmas goods at UK supermarkets in the run-up to Christmas, as their focus on festive entertaining boosted key food and drink categories.

More than half of those families with children aged between 0 – 4 (54%) are already planning ahead for Christmas 2022, with concerns about the cost of celebrations as the cost-of-living continues to rise and inflation soars.

Almost half of those with older children (47% of those with children aged 5 – 10 and 45% of those with children aged 11 – 18) are also concerned about how the rising cost of living will affect their celebrations later this year.

Read more: Sociable Brits spent £14bn on Christmas food and drink 

Just 16% of shoppers without children have already started saving for the festive season.

Throughout the pandemic period we predicted that once Covid-19 restrictions lifted, shoppers would be keen to celebrate special occasions to make up for time they lost during lockdowns,” said IGD’s head of shopper insight, Rhian Thomas.

“However, in 2022 this may be affected again as the rising cost of living affects how much shoppers have to spend on these occasions, particularly the least affluent and shoppers with young children at home.

These groups will still want to make the most of special occasions, however, so providing options that enable them to do this with stretched budgets should be a key consideration for businesses this year.”

Almost two-thirds of all shoppers (60%) have said that any further price rises of increases in the cost of living will seriously affect how much they are able to spend on special occasions this year.

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