New research indicates that more than half of the population in the United Kingdom intends to purchase fewer Christmas presents this year, as rising living costs force a widespread scaling back of festive plans.
The 'Cost-of-Giving' Crisis Bites
A survey commissioned by the Liberal Democrats and conducted by Savanta has laid bare the financial strain facing households. The poll, which interviewed 2,138 adults online between 12 and 15 December, found that 51 per cent of Britons are being compelled to buy fewer gifts due to escalating prices for everyday household goods.
The Liberal Democrats have labelled this trend a "cost-of-giving crisis," directly attributing it to persistent inflation. Daisy Cooper, the party's Treasury spokesperson, stated: "It's depressing to think that this time of Christmas cheer will be dampened for huge numbers of Brits. This Government is allowing a cost-of-giving crisis to grip our country and refusing to take action to fix it."
Scaling Back Celebrations and Socialising
The financial squeeze is impacting more than just gift-giving. The survey revealed a significant retreat from traditional social festivities:
- 37 per cent of respondents plan to host fewer or no guests on Christmas Day.
- 45 per cent intend to stay at home instead of visiting family or friends to save money.
- 45 per cent are cutting back on visits to pubs or restaurants over the festive season.
Furthermore, the pursuit of savings is changing shopping habits, with 55 per cent of people reporting they are switching to cheaper supermarkets to manage their budgets.
Political Claims and Counter-Narratives
Amid the concerning poll data, Labour has sought to highlight economic progress under its administration. The party cites Office for National Statistics figures showing that median weekly earnings rose from June 2024 under the Conservatives to October 2025.
Labour claims that, after adjusting for inflation, annual pay increased from £35,965 to £38,404, leaving workers on average £516 better off per year since the general election. James Murray, Chief Secretary to the Treasury, commented: "Putting more money in working people's pockets is the priority for this Labour Government... We know there's more to do. Next year, our government is going to be focused on delivering the fairer future we promised."
This push comes as Downing Street chief of staff Morgan McSweeney reportedly told political staff that 2026 will be a 'year of proof' for the government, according to The Times.
The contrasting narratives underscore the ongoing political battle over the economy, even as millions of households make difficult choices to navigate what for many will be a leaner Christmas.
