The British public are heading into the holiday season with mixed approaches to gift-giving, according to new research from Ingenico, a global leader in payment acceptance.
The survey collected responses from 2,000 consumers across the UK. So, how are Britons feeling about holiday spending this year, and what does this mean for retailers?
The survey reveals clear differences between generations and gender.
Many Britons are approaching the holidays with a cautious mindset, taking a closer look at their budgets and priorities before deciding how much to spend. Nearly half of respondents (49%) say the holidays feel less affordable this year than in previous years, and a similar proportion (45%) are worried about being able to afford gifts this season.
Women are showing a more cautious approach to holiday spending, with 28% planning to spend less compared to 18% of men. Older adults, especially those aged 55 and over, are also tightening their budgets, with only about 6–8% expecting to spend more this year.
Flexible payment options are becoming increasingly important. Over half of respondents (54%) say it’s important for in-store retailers to offer solutions like Buy Now, Pay Later (BNPL), even though 70% have never had the opportunity to use BNPL in a physical store.
Adults aged 35–44, often in their prime earning years, are entering the holidays with moderate confidence. About 31% of this group plan to spend more on gifts than last year, above the overall average, while 44% expect to spend the same and 23% plan to cut back. This age group represents an important segment for retailers, as many are willing to invest in gifts despite a mixed approach to spending.
“This year’s holiday shopping season is shaped by two distinct consumer mindsets: the cautious budgeter and the confident spender,” said Ingenico. “Retailers who embrace flexible payment solutions like Buy Now Pay Later, split payments, and frictionless mobile wallet or contactless checkout are best positioned to serve both segments. These options empower budget-conscious shoppers to manage expenses without sacrificing experience, while enabling more assertive buyers to optimize their purchasing power. By catering to both ends of the spectrum, retailers can drive conversion, loyalty, and growth even in a market defined by economic uncertainty and evolving expectations.”
Ingenico’s research demonstrates that understanding the interplay of age, gender, and payment behaviour is critical to holiday retail success. Retailers who tailor messaging, promotions, and checkout experiences to accommodate both cautious and confident consumers are better positioned to capture a larger share of holiday sales while fostering loyalty and satisfaction.
