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.
If 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.
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