Whichever way you spent it, it’s safe to say Christmas in 2020 was a lot different to previous years. With the nation having spent most of the year apart from friends and family, and with coronavirus cases on the rise again, an initial plan to relax lockdown restrictions over the festive period was drastically scaled back – and, for those living in tier four areas, scrapped entirely.
It was little surprise, then, that last year’s Christmas didn’t feel the same. There were no office parties; no long lines for Boxing Day sales. Far from the usual festive feast, food sales declined by 3.4% in the month to December. A staggering eight million Brits spent Christmas Day alone.
After the trauma of last year, one question on most brands’ minds: is Christmas back in 2021?
By delving into a wealth of research and proprietary learning, the7stars has sought to answer that question in our Christmas Trends 2021 whitepaper. The team have identified three over-arching themes which are set to define this year’s festivities, for a Christmas like no other:
Anticipation: After celebrating from a distance last year, consumers are hoping to make the most of this Christmas, with plenty of family reunions and splurging of lockdown savings to celebrate.
Meaning: Over lockdown, Brits found themselves craving closeness and felt more in touch with their sentimental side. This is likely to continue, with a focus on personalised gifts and the relationships that matter most this Christmas.
Impact: The pandemic led many to reappraise what’s important in life, with environmental and social ramifications more apparent than ever before. This year’s festivities are likely to play out in the same context, with Brits dreaming of a greener, cleaner and fairer Christmas in 2021.
Of course, there remain some things which will never change. Christmas crackers will still be pulled; carrots will continue to be crunched. But the impact of lockdown will likely still be felt.
One year on from ditching their usual shopping habits, online orders are poised to rule the roost again this year, with half of Brits intending to shop online at the same levels as during lockdown. However, shoppers could face difficulties getting their presents delivered in time, should global supply chain issues – exacerbated by the UK’s HGV driver shortage – continue into Christmas.
And while those who built up savings over lockdown expressed a willingness to splurge, families with lower disposable income may opt for a smaller, more considered Christmas again this year.
Gen Z, in particular, dream of a Green Christmas, with 56% intending to celebrate in an eco-friendly way, compared to 1 in 4 of those aged 55+. By shifting towards more plant-based and sustainable materials, this group are looking for innovative products to define their experience.
While some Christmas rituals will return, not everything will go back to the way it was. Brits still crave a holly, jolly Christmas, sure – but one that leaves a lasting, positive impact on their world.