1/3 Of Brits Don’t Want to See Adverts for Extravagant Christmas’ This Year
QuMind research reveals why brands need to be sensitive as 43% of Brits fear they will not be able to enjoy Christmas this year as they will be too concerned over costs
London, UK – October 31, 2022 – Over a third (35%) of British consumers do not want to see adverts for ‘traditional’ extravagant Christmas’ this year, according to research from customer insights platform, QuMind.
These findings come at a time where four in five (80%) Brits say they are concerned about spending this Christmas, and 43% of Brits fear they will not be able to enjoy Christmas as much as last year given the increase in costs.
More than half of consumers (56%) are not sure if they will be able to buy as many presents this Christmas and 50% say they will spend less on decorations. In addition, one third say they will not spend as much on food as groceries, alcohol and treats (39%, 51% and 39%). And 31% won’t be able to have a real Christmas tree.
But it is not just the impact on their purchases that Brits are worried about. As a result of the current economic situation, one third will not be able to travel to visit family or will not be able to host their friends and family for a party this year (30% and 39%).
Commenting on the findings, Mark Ursell, CEO of QuMind, said: “Brands need to be sensitive to the situation their customers are facing. The typical Christmas adverts showing extravagant celebrations are just not reflective of the celebrations that much of the country will be having this year. Furthermore, they risk adding greater concern and pressure on the majority of Brits that are already worried about Christmas spending. As the country faces continued economic difficulties, brands must take the time to understand and on act on what is important to their customers.”