It’s September so it won’t be long before Christmas shopping is on the agenda for many consumers and one prediction says that we could be in for “a bumper Golden Quarter”.

New research among 2,000 consumers from Havas Media Network UK reveals that for the first time since 2021, “there are promising signs” for the retail sector “as consumers plan to shop earlier this year amid renewed confidence following years of economic stagnation and hardship”. 

Some 67% of Britons plan to spend the same or more in late 2024 than a year earlier, compared to just 45% two years ago, with 8 million adults in the UK expected to increase their spending this Christmas. 

And 3.7 million fewer Britons expressed concerns about affording Christmas in 2024 than two years ago.

Young shoppers, “who’ve faced the brunt of the economic challenges faced by people globally for the last few years, are driving the return of spending confidence”.

Some 23% of 18-34-year-olds are planning to spend more than a year ago. This is a 12ppt increase from those saying the same in 2022. 

The good news seems to be set to impact all categories with 24% set to spend more on clothing and 20% more on health & beauty.

The bad news — at least for those selling physical products — is that around one in five of UK adults are looking to buy more experience-based gifts this year rather than such products. 

As for the kind of boost retail will get in the weeks ahead, a quarter of those polled expect to begin Christmas shopping as early as October this year, but will be extending their festive shopping period to Black Friday and Cyber Monday. What that might mean for December shopping is unclear.

Not that spend-happy consumers are leaving behind their price-consciousness. In fact, 71% of consumers ate on the hunt for deals – the highest proportion in four years, which could mean a super-strong Black Friday season.

Interestingly, consumers seem to be focused on both stores and online. Some 53% are eager to return to in-store shopping this Christmas, but two in five are relying on online search, while one in five are turning to social media for Christmas shopping ideas. 

And they’re hoping to see some strong Christmas ads with 66% of consumers viewing key campaigns as a festive tradition.