Turkey is out whilst figgy pudding makes a comeback this Christmas

Britons are rolling back the years to celebrate Christmas with nostalgic gifts and retro food this year according to shopping figures.

Traditional wooden toys are proving more popular than electrical ones for pre-school gifts this year at John Lewis with BRIO, Le Toy Van and Melissa & Doug the store’s bestsellers. The department store told the Daily Express sales of dolls and doll houses are also up 23 percent year on year, while toys from classic brands Barbie and Polly Pocket are outperforming last Christmas.

A John Lewis spokesperson said: “There’s a real flavour of nostalgia this year.” While the last decade has seen sales of Christmas pudding plummeting in favour of chocolate bombs and other more modern sponges, the figgy pudding has had a revival.

Tesco reported a 20 percent increase in sales in the last week of November compared to the same time in 2023. Research by Sainsbury’s also found 38 percent of those surveyed want to see sherry trifle, prawn cocktail and Christmas pudding on the dinner table this year.

However, turkey may be on the way out for some families with Tesco expecting some shoppers to serve up duck, beef, salmon or a vegetarian pastry instead. Sainsbury’s found 17 percent of millennials were planning a barbecue over the festive season and the supermarket saw sales of its Taste the Difference burgers increase 74 percent last year compared to 2022.

Tesco is also predicting a 15 percent rise in no/low alcohol beer, while no and low spirit sales have already surged 20 percent and booze-free wine is up 10 percent compared to 2023. Tesco’s predicted alcohol-free bestsellers this Christmas are Captain Morgan rum, Whitley Neill rhubarb and ginger gin, Kylie Minogue Sparkling Blanc and a Noughty sparkling chardonnay.

When it comes to gifts for adults in the family, John Lewis has seen wearable tech sales soar 140 percent compared to the same time last year. Garmin smartwatches and Oura rings have proved most popular as Britons increasingly look to monitor their health.

Sales of navy knitwear have tripled this year, while coats in brown – the colour of the season – have increased by 90 percent year on year. The average UK household is expected to spend an extra £719 at Christmas, according to consumer researcher NimbleFins.

It analysed retail spending data from the Office for National Statistics over the last 30 years to forecast a £10 increase year-on-year – but a much lower amount compared to the 2020 peak when families spent an average of £915. In a bid to save money, many Britons are entertaining at home this year according to buy now, pay later provider Klarna.

Figures from its price comparison service, shared with the Daily Express, showed clicks on kitchen accessories have risen 163 percent this year, while bakeware soared 228 percent and party supplies are up 53 percent.

The cost of living is also having an impact on the way people shop, according to Tillie Peel, founder of The Pop-Up Club.
She runs events across UK high streets to offer artists, designers and sustainable small businesses affordable retail spaces and invigorate town centres.

Ms Peel says previous years have seen customers spending steadily through the year but in 2024 people have saved their purchases until Christmas. She said: “We have noticed people are buying less, but more thoughtfully and mindfully and the trend is very much geared towards ‘less is more’.”

Accountant David Kindness said: “A lot of this behaviour reflects a delicate balancing act — people want to make the holidays special without overstretching their finances. Younger generations are especially savvy, taking full advantage of Black Friday sales to snag deals on big-ticket items.

“British consumers are finding ways to keep holiday traditions alive while navigating a challenging economic landscape. It’s a testament to their resilience and adaptability.”

For those who still haven’t finished their Christmas shopping, they might want to avoid chocolate, jewellery and books, which have risen in price by 9.8%, 4.4% and 3.2% respectively, according to NimbleFins’ analysis of ONS figures.

Those looking for a good value gift could look at mobile phone equipment which has dropped in price by 7% this year. Glassware, crystal-ware, ceramic ware and chinaware, which had risen 13% in 2023, have since dropped 6.5% in 2024.

NimbleFins co-founder and CEO Erin Yurday said: “Swapping chocolate for games or hobby entertainment might be more cost-effective for stocking fillers or children, while those looking at bigger items might want to avoid jewellery and look at mobile phone or electrical equipment instead.”