New research has uncovered a significant shift in British festive shopping habits, with a growing number of consumers deliberately delaying their Christmas gift purchases to capitalise on post-Christmas discounts.
The Rise of the Post-Christmas Shopper
A survey commissioned by the cashback website Rakuten has found that a substantial 25 per cent of festive shoppers in the UK now plan to buy at least some of their presents after Christmas Day. The study, conducted by OnePoll in October 2025 and involving 2,000 UK adults, highlights how financial pressures are reshaping long-held traditions.
The primary driver behind this trend is the ongoing cost of living crisis. Two-fifths (41 per cent) of respondents view the post-Christmas sales as a crucial opportunity to economise. Furthermore, nearly a third (32 per cent) believe the money saved by waiting justifies altering the ritual of exchanging all gifts on Christmas Day itself.
Beyond Savings: The Other Motivations
While finances are a key factor, the research identified several other advantages to late gift buying. Many shoppers are choosing to avoid the pre-Christmas stress and overwhelming crowds on the high street. Others feel that purchasing gifts after the 25th of December helps to extend the festive spirit into the new year.
Reassuringly for those adopting this approach, the survey suggests recipients are largely understanding. For 52 per cent of people who celebrate Christmas, receiving a gift after the main day is not a problem. The research also noted that men are more likely than women to postpone their gift shopping until after the festive period.
Navigating the Boxing Day Sales
Shoppers who delay are expecting to spend an average of £163 in the Boxing Day sales. To make the most of this strategy, Rakuten's savings expert, Bola Sol, offered practical advice. "With prices slashed and discounts galore, waiting a few extra days can mean big savings," she said. "It's a great way to stretch the present budget, especially for those who aren't too fussy about receiving or giving gifts on Christmas Day."
Sol recommends setting a strict budget for the sales, comparing prices across retailers, and even pooling gift budgets with friends or family to purchase a more meaningful, higher-quality present without overspending. This strategic shift underscores a broader move towards more mindful consumption during the expensive festive season.
