With just under two months to go until the big day, Tesco reveals how the nation plans to spend the festive season in its fifth annual Christmas Report.
Key trends for this year include a move away from traditional turkey in favour of more modern or global alternatives, and a growing preference for Christmas ‘brinner’, TikTok recipes and ‘Instagrammable’ spreads. The report also reveals a shift in gifting habits and a revival for Brussels sprouts and Christmas pudding, as younger generations finally embrace them after a decline in popularity over the years.
For the last few years, festivities have looked a little different and with many people facing a squeeze on finances this year, the nation is set to re-think what a traditional Christmas looks like once again. In fact, over half (58%) of people have said they will be taking a different approach to their Christmas prep, largely to save costs.
Yet with 87% of people claiming that Christmas brings them joy, and over a third (36%) saying this festive season is more important than ever before, one thing is for sure - the celebrations are still very much on.
Although turkey remains the favourite centrepiece for Christmas dinner, with over two fifths (42%) of the nation opting for it, its popularity as the go-to Christmas dinner choice is waning. Almost a quarter of the nation (23%) will not be having it this year. Of those, almost a third (27%) will be choosing something else for the first time.
In 2018, when the first Tesco Christmas report was issued, turkey was the top choice for two thirds (64%) of the nation, but by 2021 just over half (54%) were planning to enjoy it on the big day. The report findings show that the move away from roast turkey and all the trimmings is being led by younger generations. Only 30% of 18-to-34-year-olds will opt for turkey this year compared to 58% last year.
By contrast, non-traditional centrepieces are all growing in popularity. The number of 18-to-24-year-olds opting for dishes inspired by different flavours from around the world for their main Christmas dinner has more than doubled (from 5% last year to 11% this year), while the number of 25-to-34-year-olds opting for them has more than tripled year-on-year (from 3% last year to 9% this year).
After it was revealed that Gen Z were rejecting Brussels sprouts in last year’s Tesco Christmas Report, there has been a dramatic U-turn in this generation’s opinion on the vegetable. In fact, the number of 18-to-24-year-olds who claim to ‘love’ them has risen from 26% in 2021 to 44% in 2022 – an uplift of 69%.
Another festive favourite gaining popularity after years of decline is the Christmas pudding. Gen Z are embracing this traditional dessert, with the number of people aged 18-to-24 who plan to eat it this year more than doubling, from 8% in 2021 to 17% in 2022.
The popularity of the classic pud has been steadily rising among all generations. Back in 2018 only 35% of 35-to-54-year-olds were set to tuck into one after dinner, now that’s up to a whopping 56% in 2022.
When it comes to festive gatherings, the big Christmas night out looks set to be replaced by the big Christmas night in this year. Almost half (47%) of UK adults plan to have less nights out than in previous years.
The decline is largely being driven by a desire to cut back on spending – over half of those who plan to have less nights out claim they will be doing so to save money (26%). London residents are the only people in the UK who are planning to go out more (48%) than less (42%) this Christmas compared to previous ones.
The nation will be embracing hosting at home instead, with one in five (19%) saying they plan to save money by having nights in with friends and family this Christmas, rather than going out.
As a result, party food is taking precedence this season with almost two thirds (64%) of the nation putting on a festive spread. Almost one in ten (9%) are planning to spend more on it than in previous years to offer their guests a restaurant quality experience at home.
As the nation looks to find ways to save costs this year, many plan to pay more attention to deals and good value for money (23%) and start to buy earlier to make the most of sales and discounts (18%).
When thinking about Christmas shopping, over half (56%) claim that supermarket loyalty schemes such as Tesco Clubcard help them decide where to shop, and this rises to 70% of 18-to-34-year-olds. Additionally, just over a third (31%) save up their loyalty points for use at Christmas.
More generally, a quarter (25%) of people will be recycling and reusing decorations to save money and 11% will save by not sending cards.
While in previous years red and white wine have reigned supreme as the nation’s top Christmas Day drink of choice, it looks like 2022 will be the year of sparkling celebrations as, for millions of UK residents, only bubbles will do on the big day.
Of the 87% of the nation intending to drink alcohol this Christmas, over a third (37%) of people will be drinking sparkling wine of some sort - with Prosecco (16%) the top choice, followed by Champagne (12%), English sparkling wine (5%) and Cava (4%).
Additionally, those opting for an alcohol-free Christmas is on the rise - the number of UK adults who identify as teetotal has increased by 3% to 18% this year. The trend for drinking less at Christmas is being largely led by 18-to-24-year-olds. Two fifths (40%) say they will drink less alcohol this Christmas – almost double that of the general adult population (21%).
Social media looks set to play a big role in the nation’s festivities this year. A staggering 79% of UK adults will post on social media on Christmas Day. It is also set to affect the way the nation cooks, decorates and communicates this Christmas.
A fifth (20%) of 18-to-34-year-olds are planning to put in extra effort to make their Christmas spreads and decorations even more social media ready this season than in previous years. This includes serving dishes on platters (20%) or bowls (12%) rather than plates, while 18% intend to “tablescape” their dinner table using artistic methods.
Social feeds are also set to be a key source of festive inspiration – 18-to-34-year-olds are more likely to look on Instagram (11%) or TikTok (10%) for festive recipe inspiration than open a traditional recipe book (9%).
Despite Christmas dinner being the nation’s top festive food moment, two in five (40%) people say they would be open to replacing the traditional mealtime with something slightly different.
The report reveals an interesting trend for Christmas ‘brinner’ – a mix of Christmas dinner and breakfast – gaining popularity among younger adults (18-to-34-year-olds). More than one in ten (12%) of whom said they would replace their traditional Christmas lunch with it.
Additionally, almost one in ten (8%) said they would swap Christmas dinner for Christmas brunch.
Pigs in blankets are set to take centre stage this Christmas, with nearly half of the nation (48%) citing them as their favourite festive trimming. Additionally, the number of pigs in blankets that the average person eats with their dinner has moved up from three, when the first report was published in 2018, to five in 2022. Just over a tenth of the nation (11%) believes they will eat more than 10 over the festive season.
The trimming is also the top Christmas item the nation won’t cut back on. Over a quarter (27%) won’t compromise on how much they spend on pigs in blankets, which was higher than presents for family (21%) or the turkey (19%). Elsewhere in the report, it was revealed that the nation will also take a different approach to gifting this year.
One in ten (8%) UK adults won’t be giving presents to other people for the first time ever, while the same number (8%) will donate to a charity instead of giving presents. However, over a third of the nation (37%) will do stockings this year and 5% are intending to do ‘secret Santa’.
Over two thirds (68%) of people are looking to make savings on gifts and decorations, with 14% planning to agree a set budget for gifts with family and friends to help them save. However, Christmas truly is the season of giving with over half (52%) of the nation saying they won’t compromise on the presents they give, no matter what.
Much of the nation is looking for ways to be kinder to the planet over the festive season, with a third (33%) saying they plan to be more sustainable. Additionally, a third of people (33%) will donate to a food bank and 7% will help a friend or neighbour in need.
The younger generations are leading the way with conscious celebrations. While 52% of people plan to carry out some form of charitable act this Christmas, this figure rises to 70% amongst 18-to-24-year-olds.
Alessandra Bellini, Tesco Chief Customer Officer said: “For the last few years, celebrations have looked a little different, and with many currently facing a squeeze on their finances, Christmas 2022 will certainly be like no other. Our report shows that people are looking for different ways to make the season special, whether that’s adding new twists on traditions, bringing back nostalgic festive favourites or seeking out ways to spend less without having to compromise quality.
“We have introduced a range of little helps at Tesco this year to help everyone have a joyful, affordable Christmas – from our frozen Christmas dinner, which feeds five for under £25, to our Festive Menu Helper and recipes for using up leftovers on Tesco Real Food. Tesco Clubcard holders can also use vouchers on their festive shopping, as well as towards any car journeys at Tesco filling stations. So, however, you choose to spend it, on behalf of Tesco, we wish you a Merry Christmas.”
