For UK retailers, the holidays aren’t just about ringing up sales—they’re about understanding what drives them. Shoppers are savvier, budgets are tighter, and expectations are higher. To stand out, brands need to know not just when people will shop, but how they’ll decide where to spend.
That’s why SMG surveyed UK consumers to explore how they approached the 2024 holiday season and what’s likely to influence their choices in 2025. The findings reveal a shopper who’s balancing price with quality, convenience with connection, and digital with in-store experiences.
Want to lead the conversation, not just blend into the background? Read on to discover the insights.
A sneak peek at what’s shaping and driving UK shoppers in 2025
1. Deals and quality drive every decision
For most UK shoppers, value is a careful balance between price and confidence. Discounts still top the list of motivators, but quality, durability, and service are just as important. Shoppers want to feel what they’re buying is worth it—and brands that deliver on both price and promise will stand out.
2. Gifts focus on clothes and everyday items
Practical gifting is having a moment. Clothing, shoes, and apparel dominate gift lists across both online and in-store shopping, while categories like health, beauty, and everyday consumables are also climbing. The takeaway: shoppers are spending thoughtfully and prioritizing useful, lasting gifts.
3. Hybrid shopping is now the default
The UK shopper is moving fluidly between channels. More than half (57%) plan to split their purchases across online and in-store, using digital tools to research and physical stores to finalize their buys. That means experiences need to connect seamlessly no matter where the sale happens.
Why this year matters more than ever
The 2025 holiday season won’t just test retailers’ creativity—it will test their agility. With ongoing economic pressures, higher living costs, and shifting consumer priorities, shoppers are becoming more intentional about where and how they spend. They’re comparing prices, weighing quality, and expecting value that goes beyond discounts.
Retailers who rely on the same playbook as in years past may find themselves falling behind. Success this year will come from understanding shopper behavior early, creating cohesive hybrid experiences, and showing clear value at every touchpoint.
In an unpredictable market, data-driven insight is what turns uncertainty into opportunity.
Turn insights into action
The 2025 holiday season will challenge retailers to move faster, personalize better, and prove value at every step. By understanding what customers truly care about—quality, convenience, and connected experiences—you can meet them where they are and keep them coming back long after the holidays.
Want the full picture?
Download SMG’s 2025 UK Holiday Shopping Report to explore detailed data on when people plan to shop, what drives their decisions, and how to use CX insights to shape a winning holiday strategy.
