Many shoppers told us they plan to spend less or spend smarter:

• “I’m hoping to spend less this year to save for a holiday.”
• “These days you don’t seem to get as much for your money.”
• “We’re probably looking to spend the same as last Christmas.”

This echoes wider research: 82% of consumers are cutting back on essentials to protect their festive budgets (Inmar Intelligence, 2025 Holiday Commerce Forecast). People aren’t giving up on Christmas – they’re simply being more selective about where their money goes.

💡 Takeaway: Every purchase should feel justified and worth the spend.

When we asked shoppers what makes them choose one retailer over another, most didn’t just talk about price:

• “Quality versus price versus what will last a long time.”
• “It has to be very convenient for me.”
• “If they gave me a bigger discount than what I’d be getting online, then I’d probably be more inclined to go in-store.”

This suggests that decisions are based on more than just price alone. Quality, trust, and convenience play an important part in where people choose to shop.

💡 Takeaway: Shoppers care about value beyond discounts.

While some respondents confessed, “I don’t love in-person shopping,” others still enjoy the Christmas atmosphere.

Mintel’s 2025 “Changing Face of Retail” report found that £7 in every £10 of retail spend will occur in stores in 2025, proving that the in-store experience continues to play a major role in how consumers shop.

💡 Takeaway: Consumers want an enjoyable, rewarding, and easy shopping experience.

Several shoppers mentioned that “starting sales earlier” or “breaking up payments” helps them feel in control.

That sentiment captures what we’re seeing across the board: shoppers want to feel financially in charge. Flexibility – whether that’s early deals, staged payments, or convenient options – helps build confidence and loyalty.

💡 Takeaway: Flexible payments and extended sale periods are appealing.

The cost of living continues to shape how people shop and celebrate, but the desire to spend on loved ones this Christmas hasn’t disappeared.

We know that consumers today are using more tools than ever – from AI to social media to online reviews – to inform their spending. With 59% of shoppers researching across multiple channels before purchasing (Retail Dive, 2025), it’s vital to meet them where decisions begin, not just where transactions happen.

That’s where video comes in. Brands and retailers can:

• Build trust through vox pops and real customer stories
• Inspire through user-generated and video diary content
• Engage shoppers with social-first content, in-store, and POV films

This year, success won’t come from shouting louder – it’ll come from listening closer, responding creatively, and making every interaction feel worth it.

At Vox Pops International, we help brands and retailers connect with their consumer through video. We bring real voices and real stories to life, inspiring action for teams across research, insight, marketing, social media, PR and comms.

If any of this resonates with you, get in touch to find out how we can help you engage your consumer.