Free Download: The Christmas Consumer Insight Big Brands Need Now

With planning for Christmas 2026 now firmly underway across every consumer category from food & drink and fashion through to consumer electronics, hospitality, travel and leisure, Richmond & Towers and consumer insight agency Possibility? have joined forces to offer marketers and brand owners a free detailed and comprehensive sample of our Great British Christmas 2025 Survey.

Based on real-time polling among 2,000 British adults about their festive season habits, views and behaviours – conducted within days of last year’s celebrations – the findings ladder up to the UK’s most comprehensive study into how people really think, feel and behave during this key trading period.

The first time a sample of this depth has been made available for free, the study gives brand owners the chance to start getting under the skin of the changing face of Christmas, with key insights and conclusions drawn from some of the most commercially important sections of the full report.

For teams planning how to win this coming Christmas, these are the insights that give brands a cutting edge,” explains Matt de Leon, MD of Richmond & Towers.

“Christmas remains the biggest emotional and commercial moment in the calendar, but it is also becoming harder to read. The old assumptions are no longer enough. Not every household experiences the season in the same way.”

Nick Rabin, MD of Possibility?, adds: “Not every consumer is chasing the same version of festive joy. Not every shopper is motivated by the same pressures, rituals, shortcuts or spending triggers.

“Our study shows marketers and brands how to navigate what is an increasingly complex and diverse experience.”

The full Great British Christmas 2025 Survey, created by Richmond & Towers and Possibility?, explores not just what people bought last Christmas, but how they felt, spent, planned, celebrated and responded to the brands around them.

The new free sample report gives marketers a practical way into that intelligence, highlighting some of the forces reshaping Christmas behaviour, from the financial pressure felt by many, to how the big day was spent and the varying levels of joy that the season brings.

“For sophisticated brand teams, this is not just interesting context. It is strategic fuel,” adds de Leon.

“Our free sample report can help marketers to start informing sharper audience thinking, stronger shopper strategy, more relevant creative development and better decisions around value, premiumisation, promotional timing and customer experience. It gives teams a way to challenge inherited thinking before they finalise this year’s seasonal marketing plan.

“Because the brands that win Christmas 2026 will not simply be the ones that make the most noise. They will be the ones that truly understand where consumers are really at.”

Rabin concludes: “We have left no stone unturned in our full report, so our free sample report is a great way to start mining some of the most important insights we generated while teeing up the many other questions we asked as part of our research, including where and why people are still willing to trade up, where they are looking for reassurance and help, and which audiences feel under-served by traditional Christmas marketing.

“Whether you’re embarking on, or already entrenched in, the Christmas planning cycle, our free report offers an accessible first look at the depth, quality and commercial value of our full report, while providing immediate insight to support early strategic conversations.

“Christmas may still feel a long way off to consumers. But, for marketers, the clock is already ticking.”

You can download the free sample of The Great British Christmas 2025 Survey here.