In the world of PR, whispers of Christmas never really stop, and usually you’re planning for next year’s campaign before the current one has even passed. More often than not, these discussions involve PR agencies reflecting on their successes, to identify how they can go bigger and better for their clients in the coming year. Mintel recently hosted a webinar diving into the detail of the key trends of Christmas 2024 and how this shaped consumer buying behaviour. This data has allowed Mintel to share its trend predictions for 2025, which we’ve dived into for your reading pleasure.
A record number of us were lured into Black Friday sales, with 69% using Black Friday to lighten the spending pressure of Christmas shopping. It’s true, we love a bargain, and Black Friday provides the perfect excuse to get ahead of the Christmas rush and save a pound or fifty in the process. Each year we see Black Friday influence consumer purchasing behaviour and that’s not set to change in 2025.
Millennials are now taking the reins when it comes to hosting and they’re opting for a new approach. As much as they find comfort in catering for tradition, this is now being balanced with a need for innovation. 60% of 16-35 year olds say they like Christmas dishes that offer a twist on the classics, and this is set to be no different in 2025, with retailers already gearing up for the release of festive NPD that provides talkability. The same can be said for Christmas food as gifts, gone are the days of gifting your host the traditional bouquet of flowers or bottle of wine, luxe bottles of olive oil are now the preferred centrepiece.
Despite the money pressures that a lot of households face (cheers inflation!), Christmas has always been seen as a period of going all out and spending that little bit extra, to make the celebrations super special. 2024 saw an increase in premium grocery demand, with almost a third of new festive food & drink products holding a premium claim. This is a trend that is predicted to excel in 2025, with many retailers already looking at innovative ways to bring premium experiences to customers, to ensure they don’t seek this out of home. We’re talking elevating the classics with expert endorsement (think gastropub collaboration with a chef) and a focus on perfecting the role as host with side-of-bottle cocktail masterclasses. When it comes to gifting, less is more, with 2025 buying behaviours expected to continue to favour the ‘fewer but better’ approach. During Christmas 2024, 31% of shoppers chose to give a single gift to be shared among two or more loved ones, rather than buying individual presents, with Secret Santa also remaining a popular approach to gift giving. With that, you’d expect average spending to decline, but we’ve witnessed the opposite. This figure continues to rise year on year, showcasing our desire to gift premium. As PRs we have witnessed (and helped influence) the rise of many a foodie trend and have supported our clients to be leaders in this conversation. Interested in following suit? We’re only a call, email or LinkedIn DM away. Freya WestermanIf it’s coverage you’re after, just find Freya. From consumer to trade, Freya’s got it covered. When she’s not working on influencer campaigns or planning events for her clients, you can find her researching her next travel destination… or obsessing over pictures of sausage dogs.
There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first… Read more
The UK’s advertising restrictions on ‘less healthy foods’ (LHF) are no longer theoretical. Since January 2026, the rules governing how less healthy food and drink (formerly referred to as products that are high in fat, sugar or salt (HFSS)) can be promoted online have fundamentally changed the advertising landscape. Much… Read more
A long time ago social media brand marketing was about presence. AKA have a profile, post sometimes, ride the trends. Today? Well, if your brand still treats social as a checkbox activity, you’ll get drowned in the noise. It’s no longer about presence. It’s about making a presence. At R&T,… Read more
A busy press office has been the bread and butter of a PR agency for years and years (and years!). And for good reason – it’s the window into your business, so it’s vital to get right. Even though times are changing and the way media operates has streamlined, it’s more important than ever before to make your press office fit for purpose and smooth running. As a PR and social agency of well-seasoned press officers, specialising in consumer communications, here’s our top press office tips and advice. Let’s dive in…
We all know credibility is key. It’s the bones of a company’s success. Brands need to maintain a high level of trust in order to stay relevant. And this isn’t just important where products are concerned, the campaign execution as a whole also needs to be authentic and carried out in a way that fits the brand book. It’s a press office’s job to use its expertise to do this but to also push boundaries to create campaigns that stand out in a very competitive field. A well-oiled press office will field enquiries, bring consistency to comms and ensure things are running smoothly throughout.
The way we work might’ve changed over the last few years – from five days in the office, to fully WFH to the new normal of hybrid working. One thing that hasn’t changed? PR & journalist relationships. Yep, journalists rely on us, too. This works two ways – a mutually beneficial relationship. We need journalists to secure coverage for our clients, equally we are the eyes and ears on new products, trends and insights that journalists rely on so heavily, so there’s really no denying that an experienced press office is desirable to both journalists and press officers. The common theme? Building up strong relationships through media experience.
Speaking of experience, at R&T we’ve been doing this for 94 years, so it’s safe to say we know a thing or two about evolving with the times. The key ingredient when juggling new opportunities, newsjacking, trends and even crises? A killer press office (clears throat) that can be reactive, unjaded but also balanced in its communication to deliver the best outcome. That means knowing the media inside out (which we do!). This includes: being aware of the total media landscape, being familiar with slots and opportunities – and being on first name terms with key journalists, so that they come to us with requests for information, products and samples, just as we pitch to them.
We hope crisis management is not something a brand ever has to face, but unfortunately, it’s inevitable that sometimes they do, so it’s always best to be prepared and well equipped to handle the situation. Whilst there are agencies that purely specialise in crisis comms, it’s desirable to have this handled by a team of experts that already know the brand – and live and breathe it each day. And that’s exactly what we do for a whole host of our clients.
Okay, it’s probably about time we address the elephant in the room: AI. Investing in AI is probably cheaper than hiring a whole team of real people to write press releases, right? Perhaps, but don’t be fooled. Yes, AI is the hot topic of the moment but we’re still a long way off this mirroring and topping human talent, emotions and experiences. Details are missed, the narrative can be off, and the storytelling elements don’t always land. And don’t get us started on the American spellings…! Ultimately, the human element of PR – the building of strong relationships and understanding, is the foundation of public relations. We’re a long way off AI taking over, so we shouldn’t underestimate the power of the modern-day press office. Freya WestermanIf it’s coverage you’re after, just find Freya. From consumer to trade, Freya’s got it covered. When she’s not working on influencer campaigns or planning events for her clients, you can find her researching her next travel destination… or obsessing over pictures of sausage dogs.
There are some projects that feel like a neat tick on a to-do list. And then there are the ones that quietly tap into your own history, take over your calendar, your camera roll, your group chats, and remind you why you wanted to work in culture-making in the first… Read more
The UK’s advertising restrictions on ‘less healthy foods’ (LHF) are no longer theoretical. Since January 2026, the rules governing how less healthy food and drink (formerly referred to as products that are high in fat, sugar or salt (HFSS)) can be promoted online have fundamentally changed the advertising landscape. Much… Read more
A long time ago social media brand marketing was about presence. AKA have a profile, post sometimes, ride the trends. Today? Well, if your brand still treats social as a checkbox activity, you’ll get drowned in the noise. It’s no longer about presence. It’s about making a presence. At R&T,… Read more