“Christmas magic” no longer sells. British shoppers are acting like investors: they wait for the lowest prices and carefully weigh the value of every gift.
Holiday spending in the UK is set to reach £22.94 billion in 2025. Analysis from Flowwow, a global online gifting platform, and Admitad, an international performance marketing platform, shows that predictability and transparency now drive purchase decisions.
According to Admitad, British shoppers have become strategic “deal hunters.” They delay purchases until the last moment, make heavy use of coupons (27% of orders in December 2024) and cashback deals (over 20%), and return 30-40% of items.
Inflation, rising living costs, and the announcement of the Budget during Black Friday sales have also made shoppers more cautious, as they wanted to understand tax impacts before spending.
Retailers are responding by limiting discounts, moving major sales into December and January, and focusing on personalised offers, turning the market into a game of patience.
Data shows that the average basket in December 2025 will exceed $55, GMV and online orders are set to grow, with peak buying periods expected between 9-18 and 28-30 December. Seasonal sales are now driven by planning rather than impulse or promotions.
“Christmas in the UK has turned into a calculated game. Shoppers plan every pound and time for their purchases.
The old magic no longer works and brands must prove the value of every offer,” — says Anna Gidirim, CEO of Admitad.
Demand is shifting towards practical categories. The fastest-growing segments were Food delivery (+35%), Children’s toys (+18%), and Home goods (+15%). Orders are dominated by Fashion (22%) and Home & Garden (18.9%). However, niche categories such as Toys & Hobbies (16%) and Beauty & Health (6.5%) make up a smaller share. The trend reflects a rational approach: functional, frequently used gifts take priority.
This consumer pattern extends to the local gift market where it’s not profitable to make discounts for local brands. It’s where authenticity, rationality, and locality comes into play. According to Flowwow, online gift orders grew by 21%, with the average order value rising 9% to £128. Top-performing categories include pastry and cakes (+59%) and flowers (+47%), while festive decor grew modestly (+13%). Most gifts are planned and pre-ordered within a week before Christmas. The holiday itself creates demand, making broad discounts often unnecessary.
“In the festive season, transparency and customer experience matter more than blanket discounts. Shoppers value not just the gift, but the ease of ordering, reliable delivery, unique packaging, and honest communication. Brands focusing on these details earn trust and long-term loyalty, even without cutting prices,” — notes Slava Bogdan, CEO and co-founder of Flowwow.
Christmas 2025 confirms the shift to planned and rational shopping. Broad discounts are losing impact, while for SMEs and local brands, the focus is on quality, uniqueness, and transparency. Concentrating on fast-growing, practical categories helps maintain basket value and strengthens customer loyalty.
