As festive coverage ramps up, Bolt Insight’s new report — The Merry Index: A Peek Behind the Christmas Curtain — lifts the lid on how UK consumers actually feel about Christmas in 2025, what stresses them out, what they wish brands would stop doing, and what truly makes the season meaningful.
Surveying Brits aged 18–55 who say Christmas is “a big deal” for them, the research uncovers a clear message: connection beats consumerism, and shoppers are craving a calmer, more authentic Christmas — even as they continue to spend.
Key findings include:
• Brits are rejecting materialism: “Feeling connected with family or loved ones” ranks as the number one emotional priority of the season, far above gifts or festivities (page 11). Many say Christmas has become “too commercialised” and want a return to smaller, more meaningful gestures,
• Holiday stress is real: Managing budgets and finding the right gifts tie as the top stressors, followed by simply “fitting everything in”.
• Online shopping now dominates — but reluctantly: Amazon and supermarkets remain go-tos for convenience, yet many still want the “magic” of in-person browsing… just without crowds, chaos or “tat.”
• Festive advertising is losing its shine: Consumers say many ads feel “too perfect,” non-inclusive, or “pushy” with spending — they want relatable, real storytelling instead.
• People are craving a calmer Christmas: Overcrowded shops, pressure to overspend, and “unnecessary excess” are top frustrations. The ideal? A relaxed day filled with food, films and family.
The report is rich with shopper sentiment, behavioural insight, and direct quotes from participants — offering timely angles for festive features on spending, stress, shopping trends, family traditions, and how brands can get Christmas “right” this year.
Image: Depositphotos
