On the face of it, around a third of UK consumers planning to spend more this Christmas can only be positive, right? Alas, many are blaming higher prices for the decision, according to new Deloitte research.

If it’s any consolation, this is higher than the rest of Europe, where just 23% plan to spend more. And at least in the UK, consumers aged 18-34 are nearly twice as likely to spend more this Christmas compared with older age groups while almost half (44%)  agree they have enough money “to create a joyful Christmas for themselves and their family this year”. 

And while a third of those spending more are blaming higher prices, 23% say it’s a deliberate choice to allocate more budget to Christmas while 20% say they’re spending more because their financial situation has improved.

On the downside, 18% of UK consumers plan to spend less this Christmas compared with last year with around half (48%) blaming the cost of living, while 37% say it is because their financial situation has worsened.

Unfortunately, when asked about what they will cut back on if budgets becomes too constrained, the top things consumers stated were “experiences (restaurants or attending events)… and clothing. At least fewer are likely to cut back on gift vouchers, it noted.

Cande Cooper, retail partner at Deloitte UK, said: “While there is a strong desire among many UK consumers to create and spread joy this Christmas, shoppers are demonstrating a pragmatic approach, carefully balancing their budgets with their festive aspirations.

“High costs continue to squeeze many consumers’ spend, and so retailers will look to target consumers with promotions, whilst also catering to those looking for quality products and shopping experiences. Retailers should also take note of evolving consumer behaviours, particularly the increasing influence and adoption of GenAI in the shopping process.”