UK shoppers are expected to spend more over the Christmas season this year, according to the latest figures from tax and consultancy firm PwC.

The research found that UK consumers are expected to spend an estimated £24.6bn in 2025, marking a 3.5% increase from the £23.7bn spent last year. The average spend per shopper is expected to increase to £461 from £449.

Food and drink will be the category with the highest spending priority this year, with 27% of consumers planning to spend a higher amount compared to last year. This is driven by grocery inflation, more family gatherings and trading up for more special products.

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The research also found 15% of shoppers expect to increase their spending compared with last Christmas, while 14% said they will spend less. The main reason behind the consumers who said they are planning to spend less is the pressure from the higher cost of living.

Jacqueline Windsor, head of retail at PwC UK, said: “Retailers, and particularly supermarkets, will be encouraged to see consumer net spending intentions for food and drink in positive territory.

“The good news is that despite the slow start to the festive shopping period, we know that the majority of Christmas shopping is done in December and that consumers always spend more than they expect on festive presents and celebrations.”