Christmas’s secret shoppers

Christmas is just over a week away, and the mood across the UK feels both festive and cautious.

Savvy’s latest research, carried out among 1,000 shoppers, paints a picture of households determined to make the season special, but still mindful of lingering financial pressures. Even though the peak of the cost‑of‑living crisis has passed, many families are working harder than ever to stretch their budgets.

Catherine Shuttleworth, CEO at Savvy, summed it up neatly: shoppers are responding to value, planning earlier, and leaning on loyalty point balances to help Christmas feel magical. Record engagement around Black Friday is proof of that. But what’s really interesting this year is the role of technology – which, of course, means AI.

One in four shoppers are now turning to AI chatbots for inspiration, and among 18‑ to 34‑year‑olds, that figure jumps to half. With major AI platforms weaving commerce into their systems, this feels like the start of a bigger shift we’ll be watching closely in 2026.

The research shows how carefully people are managing their festive spend. Many delayed purchases until Black Friday, others are holding off until the final weeks in hope of deeper discounts, and nearly two‑thirds are spreading the cost of gifts over a longer period than usual. Loyalty points are being cashed in at scale, and buy now, pay later services are firmly part of the mix. Yet even with all this planning, more than half of shoppers expect to cut back on gifts, and just over half say they’ll trim food and drink budgets too. Confidence may be improving, but caution is still woven into decision‑making.

When it comes to gifting, the emphasis is on meaning and responsibility. Personalised presents are popular, sustainability is front of mind, and there’s a strong preference for buying from smaller or local retailers. Social media continues to shape choices, with TikTok standing out as a powerful influence, especially among younger shoppers. And for the food and drink industry, the big shop is still dominated by Tesco, followed by Sainsbury’s, Aldi, Asda and Lidl. Interestingly, a third of shoppers plan to visit pubs and restaurants more often than last Christmas, which is welcome news for hospitality.

So, can Christmas deliver? The answer is yes — but it’s a season defined by careful planning, value‑driven choices, and new digital influences.

AI has stepped in as Christmas’s not so secret personal shopper, loyalty points are being treated like currency, and social platforms are shaping what ends up on the table and under the tree.

For the food and drink industry, the challenge is to meet shoppers where they are: cautious, creative, and increasingly guided by technology.

• Rodney Jack, editor, Food & Drink Technology. Keep in touch via email: [email protected] Twitter: @foodanddrinktec or LinkedIn: Food & Drink Technology magazine.