The IPA's 2026 Christmas Consumer Report: What Marketers Should Take From It

The IPA has published its 2026 Christmas Consumer research, based on a survey of 2,000 UK adults. For anyone planning festive marketing, it offers a useful snapshot of how people are feeling, and some reminders about what tends to work.

What the research says

According to the IPA's summary, cost pressures persist, but fewer consumers are planning significant cutbacks than in previous years. Most consumers still prefer traditional approaches to Christmas, with limited appetite for using AI as part of their festive preparations. The summary also points out that nostalgia, emotional connection and seasonal advertising continue to resonate strongly. As we've only seen the published summary, read the full report for the detail.

What it means for your marketing

Money is still a worry, so be clear about value

People are careful. Make prices, delivery and returns easy to understand, and don't hide costs until checkout. Clear value beats flashy discounting.

Tradition sells

If most consumers prefer a traditional Christmas, familiar themes, warm imagery and a sense of occasion are safe, effective choices. You don't need a radical idea to be effective.

Emotion matters

Stories about family, friends and togetherness tend to work. Think about what your brand genuinely contributes to someone's Christmas.

Be careful with AI

If consumers aren't keen on AI in their festive plans, be thoughtful about how you use it in customer-facing work. Make sure anything AI-assisted still feels personal and human.

Practical steps

1. Start planning now. Black Friday arrives before December, so see our Black Friday 2026 plan.
2. Make delivery dates obvious. Last order dates reduce anxiety.
3. Use email for warmth. A personal note from the founder can go a long way. See email marketing for small brands.
4. Keep your brand consistent. Seasonal creative should still look and sound like you. See brand consistency across channels.
5. Test your ads. Try a small number of messages and keep the strongest.
6. Check your website on a phone. Many gift shoppers browse on mobile.

Don't over-read one survey

A survey shows tendencies, not rules. Your own customer data is more reliable than any national average, so check what your buyers did last year.

For help planning your festive campaign, talk to us or read about our performance marketing work.