New Christmas traditions for 2023: The ‘45 days of Christmas’, rise of the two-tree household and all-day PJs
- John Lewis’ Festive Traditions Tracker finds the new, 45 day countdown begins on 10th November
- New traditions include outdoor decorations and hand-made gifts
- The nation is also embracing regifting, with 40% expecting to do so - without any guilt
While Christmas has traditionally been associated with 12 days, shoppers today are spreading the cost and excitement with a 45-day countdown, according to a new report from John Lewis.
The news comes from our new John Lewis Festive Traditions Tracker 2023, which unwraps the traditions that UK households celebrate today.
The average person is expected to start Christmas shopping in earnest on 10th November - our biggest day for sales of Christmas decorations.
As customers balance celebrations with the rising cost of living, some have even been planning earlier. In October alone, John Lewis Christmas sales were up +10% compared to last year. Footfall to our Christmas departments also rose by 13%, as people rediscover the joy of shopping in person.
Kathleen Mitchell, Commercial Director for John Lewis, explains: “While some traditions have stood the test of time, others are changing at pace and we’re seeing customers spread both the excitement and the cost.
“We even saw a spike in Christmas tree searches immediately after the summer holidays. Following the initial excitement though, most people start shopping seriously from early November.”
Tree! Lights! Action!
The tradition of having one Christmas tree is evolving, with the UK becoming a two-tree household. 27% of people now have a main tree for their presents, alongside a secondary ‘show tree’. This rises to four in 10 amongst those with children, as parents create a flawless fir alongside another for the children to enjoy.
Half of people (48%) say that putting the tree up truly marks the official start of Christmas, making it the most popular milestone for kicking off the festivities.
Keen to enjoy the celebrations, a new tradition is emerging. While an eager 7% will put theirs up in November, the first weekend of December is officially the big tree’kend - favoured by 33% - meaning that four in 10 will have theirs up by Sunday 3rd.
With their cost effectiveness and reusability, 58% of people say they celebrate with solely an artificial tree compared to 14% who use a real tree - and 11% have both.
However, the nation is at loggerheads over which are ‘greener’. 35% believe that artificial trees are better for the environment, yet almost the same number (33%) argue that real trees are more sustainable.
And it’s not just our interiors getting the festive overhaul; 24% say that decorating outside of the home has become a new tradition - with a total of 57% now decorating outdoors. While 18% have opted for bright and bold, the majority (72%) insist that outdoor lights should look tasteful.
While the boom in outdoor lighting seems to have been sparked by the pandemic, John Lewis customers have loved Christmas lighting since the 1940s.
Lisa continues: “Our sales of outdoor decorations have shot up by 96% since last year. Whether you’re going big and bold, or for a more subtle approach, good styling is key with customers embracing ‘Chic-mas’.”
While keen to get the celebrations out, the UK is also a nation of declutterers - with a third taking decorations down ahead of the traditional Twelfth night. A keen 17% even admit to taking down decorations before the end of December.
Dress to impress vs. all-day PJs
Another area that divides the nation is how to dress for Christmas - especially since the pandemic.
One in four of us intend to splash out on a festive outfit to wear throughout the season, while half of John Lewis customers say they’ll be dressing up in their brightest and boldest finery for the big day.
On the flip side, there’s an increasing desire for comfort. While 34% of people say they’ll be dressing down for Christmas, this is driven by younger respondents with more than half (55%) 25–34-year-olds sticking to cosier clothing.
Taking it to the extreme, a third of 18-24s say they’ll be wearing pyjamas all day - along with 14% of the general population - reflected by sales at John Lewis, with women’s Christmas pyjamas up 52% compared to last year.
All present and correct
When it comes to gifting, one of the biggest trends for 2023 is home-made presents. A fifth (18%) of people say they’ll be getting creative for their loved ones by either baking or making presents - rising to 44% amongst under 35s.
15% of people say they plan to spend more on their immediate family this Christmas. At the same time, half of people (51%) agree that where a gift comes from is just as important as the gift itself - suggesting that ethical brands, or one-off designer treats may also do well this year.
Experience gifts remain popular: one in five plan to give these over physical presents, with John Lewis seeing 18% rise in sales in the past year alone. Gift cards remain a safe option, with John Lewis selling five times its usual volumes in the two weeks before Christmas.
And if you’re considering writing your Christmas list, you might want to think twice. 43% of people say they’d prefer to buy a thoughtful gift of their own choosing, rather than picking off a list.
But recipients needn’t worry if they’ve got a rogue gift, as regifting has firmly become a new Christmas tradition. 40% of people expect to regift this year, none of whom feel any guilt in doing so.
While regifting is on the up, sending cards is in decline with a third of people saying they’ll post fewer this year - primarily due to the rising cost of postage. However, John Lewis - which has sold Christmas cards since 1926 - has seen the sales of single cards increase by a third (+30%) in the past year.
Kathleen continues: “Whether presents or cards, it’s increasingly about personalisation. People want to show that they’ve taken time and consideration to find something meaningful.
“For those taking it to the extreme, home-made options are proving really popular, and sales of candle, soap and pottery making kits are up +115%.
“Elsewhere, we’re seeing quirky baubles like mushrooms or air fryers flying off the shelves, as people pick fun and affordable gifts that say ‘I saw this and thought of you’.”
The big day(s)
The study also found that the popularity of Christmas Day is often superseded. Less than half (43%) say that 25th December is their favourite day of Christmas. 25% favour Christmas Eve while 15% prefer the relaxed Boxing Day.
Spending Christmas with our loved ones has become more important than it was pre-pandemic for one in five of us, rising to one in three 18–24 year-olds.
They’re also most likely to spend Christmas Day in multiple locations and with friends as well as family, whilst one in three are planning a ‘friendmas’ - a mini Christmas dinner with friends.
Food remains a central focus, with 23% of people expecting to splash out and spend more this year. With so much on offer, 41% say they’ll need a ‘pudding gap’ - taking time from overindulging at Christmas lunch, before they move on to dessert.
But not everyone is opting for the traditional turkey - especially amongst younger generations. One in 10 people aged 18-24 say they’ll order a take-away for Christmas Day, whilst a fifth say they’ll be having a meat-free Christmas.
In fact, Waitrose is expecting its biggest ever Christmas for vegetarian and vegan products. Pre-orders on Waitrose Entertaining - our made-to-order range - are up +48% for meat-free options.
Of course it’s not just the food, and one in three (34%) of people admit to reaching for their first tipple before noon on Christmas Day, while the average person will have their first drink at around 1pm.
Perhaps as a result, families are predicting an element of Christmas chaos. With 29% sharing a house with in-laws, 22% say they’ve experienced a family argument, while an absent-minded 16% say they’ve forgotten to bring loved ones’ gifts on the big day.
“Even with the best of planning, Christmas has a way of serving us some surprises!” says Kathleen. “At the end of the day, it’s about coming together to celebrate with traditions, new and old. And now that we’re in November, the excitement is really beginning.”
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