Mince Pies in October? Inside Britain's Early Christmas Obsession
It's beginning to look a lot like Christmas...in October! Every year, those festive treats seem to appear earlier and earlier, sparking a national debate: is it ever too early for Christmas cheer to be exploding from supermarket shelves?
While there is no ‘official’ start to Christmas, many of us have our own markers for when the season begins. For some, it’ll be hearing the *Holidays are Coming* jingle or shedding the first tear at the John Lewis ad. Perhaps it’s flicking through the Radio Times Christmas Guide or settling in for a festive Strictly special.
Or is it when you hear the first Mariah Carey song? Or lose Whamageddon? Maybe it's the office Christmas party, the Christmas lights being switched on, or even a visit to see Santa.
These intangible moments might spark the Christmas spirit, but let's be honest, the arrival of festive treats and decorations in shops makes it impossible to ignore that the season is upon us, whether we're ready or not. It seems that a good chunk of us are - when surveyed in September, three in ten (30%) of people said it was about the right time for shops to be stocking Christmas presents, and 16% admitted to already making a purchase! Are they just super organised, or have they succumbed to the siren call of tinsel and twinkling lights?
30% of people said it was about the right time for shops to be stocking Christmas presents.
Mums Are More Organised Than Santa
If Christmas is about the joy of giving, then no wonder Christmas presents are so closely tied to the idea of Christmas. But are we really ready to be wrapping gifts before Halloween has even happened? Interestingly, there are clear gender differences in our shopping habits. One in five women (20%) have already bought a Christmas present, compared to 12% of men. People with children in the household are also more likely to be among those getting a head start (21% vs. 12% with no children). Maybe it's the thought of navigating crowded shops with a toddler in tow that's motivating those early bird parents! From a budgeting point of view, starting sooner makes sense. I know my own mum-friends have already confessed to making a start on their shopping. Maybe I should be more organised, but then again, some temptations are just too hard to resist!
Men Can’t Resist Those Festive Treats
The way to a man’s heart is through his tummy, it seems! Almost one in 10 (9%) of men claimed to have bought a mince pie this year compared to just 4% of women. Around one in four men think it is about the right time to be buying Pigs in Blankets (26%) and Mince Pies (24%) compared to just 19% and 16% of women. No surprise really, my husband has already been eyeing up the mince pies, gleefully realising our son might be old enough to enjoy one this year, and a beer advent calendar is already on order! Who can resist those festive treats, eh?
1 in 10 (9%) of men claimed to have bought a mince pie this year compared to just 4% of women
Not Everyone's Feeling Merry and Bright (and That's Okay)
Of course, let’s not forget – not everyone celebrates Christmas or may be looking forward to it. The early arrival of Christmas cheer in the shops might not be a welcome sight for everyone. Richard Curtis might have told us that "Love Actually" is all around, but the stats tell a different story. Almost one in five (18%) single people and 13% of Widowed/Divorced/Separated say they are not likely to celebrate Christmas compared to just 7% of people married/ living as married.
So, whether you're a Christmas enthusiast already stocking up on mince pies or someone who finds the early festivities a bit much, there's no denying that Christmas creep is real. When do you officially declare the start of the Christmas season?
Source: Ipsos Omnibus. Base: 1,100 Online British adults aged 16-75, 6 - 9 September 2024
Technical Note: Ipsos interviewed a representative sample of 1,100 adults aged 16-75 across Great Britain. Polling was conducted online between 16-20 August 2024. Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.
