As the holiday season approaches, Christmas traditions are evolving, influencing both fashion choices and home decor. John Lewis, a renowned Christmas retail destination, has unveiled key insights into 2023’s festive trends.
John Lewis’ «Festive Traditions Tracker» challenges the conventional 12-day Christmas countdown, introducing the «45 days of Christmas» that kicks off on November 10th. This extended celebration encompasses fresh customs like outdoor decorations, handmade gifts, and a growing embrace of «regifting,» with 40% of UK consumers planning to participate.
While festive partywear and whimsical attire like Christmas jumpers have been in vogue for years, the recent pandemic has spurred a shift. While a quarter of individuals still plan to invest in a festive wardrobe for the entire season, half of John Lewis’ customers are opting for vibrant, festive attire.
However, comfort is taking center stage. A significant 34% of people are choosing laid-back, cozy clothing for Christmas, especially among the younger generation, where over 55% of 25-34 year-olds are prioritizing comfort. For some, this translates to an all-day pajama affair, reflected in a remarkable 52% increase in women’s Christmas pajama sales at John Lewis compared to the previous year. This aligns with Primark’s recent launch of its largest-ever Dr. Seuss Grinch collaboration, centered around festive pajamas.
John Lewis anticipates November 10th as the start of holiday shopping frenzy, particularly for Christmas decorations. October saw Christmas sales rise by over 10% compared to the previous year, with a 13% increase in foot traffic to John Lewis’ Christmas departments. The demand for Christmas trees surged immediately after the summer holidays.
Speaking of trees, the tradition of having just one Christmas tree is evolving in the UK. A significant 27% of people are now opting for a primary tree for presents alongside a secondary «show tree.» Among households with children, this percentage increases to 40%. The first weekend of December is considered ideal for tree decorating by one-third of people, with 58% favoring artificial trees, 14% going for real ones, and 11% embracing both, reflecting consumers’ sustainability concerns.
In the realm of gifting, 18% of individuals plan to get creative by baking or making presents, with this figure rising to 44% among those under 35. Additionally, 15% of people intend to spend more on their immediate family this Christmas. Interestingly, 51% of people believe that the source of a gift is just as important as the gift itself, highlighting the potential for ethical brands and unique designer gifts to thrive this year.
Experience gifts remain a popular choice, and gift cards remain a safe bet, with John Lewis selling five times its usual volumes in the two weeks leading up to Christmas. Furthermore, regifting is emerging as a new Christmas tradition, with 40% of people planning to regift this year, free from any guilt.
While regifting is on the rise, traditional card sending is on the decline, with a third of people intending to send fewer cards this year, primarily due to rising postage costs. Nevertheless, single card sales at John Lewis have increased by a substantial 30% in the past year.
With these emerging trends, John Lewis is ready to embrace a unique and evolving holiday season in 2023.
