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Sandra Halliday Published
November 2, 2025
Christmas traditions are changing and it’s affecting both what people buy to wear during the festive period and how they decorate their homes.
That’s according to major Christmas destination retailer John Lewis, which said it has identified “the ‘45 days of Christmas’, [the] rise of the two-tree household and all-day PJs” as key.
Its Festive Traditions Tracker finds the 12 days of Christmas is an outdated concept and the new, 45-day countdown begins on 10 November. New traditions include outdoor decorations and hand-made gifts, and the UK is also “embracing regifting, with 40% expecting to do so”.
Importantly, while partywear or maybe ‘fun’ clothing such as a Christmas jumper has been the fashion focus for quite a few years, some shoppers are heading in the opposite direction, perhaps as a hangover from the pandemic.
Admittedly, “one in four of us intend to splash out on a festive outfit to wear throughout the season, while half of John Lewis customers say they’ll be dressing up in their brightest and boldest finery for the big day”.
But there’s “an increasing desire for comfort”. Some 34% of people say they’ll be dressing down for Christmas, driven by younger respondents, with more than half (55%) of 25-34 year-olds sticking to cosier clothing.
Taking it to the extreme, a third of 18-24s say they’ll be wearing pyjamas all day — along with 14% of the general population — reflected by sales at John Lewis, with women’s Christmas pyjamas up 52% compared to last year. It’s interesting that this comes at the same time as Primark has just unveiled its biggest-ever Dr Seuss Grinch collab, dominated by festive PJs.
As mentioned, John Lewis said that the average person is expected to start Christmas shopping in earnest on 10 November, its biggest day for sales of Christmas decorations.
But in October alone, its Christmas sales were up over 10% compared to last year. Footfall to its Christmas departments also rose by 13%. And the retailer saw a spike in Christmas tree searches immediately after the summer holidays.
Tree tradition
Talking of trees, the tradition of having one Christmas tree is evolving, with the UK becoming a two-tree country. Some 27% of people now have a main tree for their presents, alongside a secondary ‘show tree’. This rises to four in 10 among those with children.
A third of people see the first weekend in December as the right time to put up their tree(s) and 58% opt for artificial, 14% go for a real tree and 11% have both, with consumers quite conflicted about which is the more sustainable option.
As for gifting, 18% say “they’ll be getting creative for their loved ones by either baking or making presents — rising to 44% among under 35s”.
Some 15% of people say they plan to spend more on their immediate family this Christmas. At the same time, half of people (51%) agree that where a gift comes from is just as important as the gift itself — “suggesting that ethical brands, or one-off designer treats may also do well this year”.
Experience gifts remain popular and gift cards are still a safe option, with John Lewis selling five times its usual volumes in the two weeks before Christmas.
Interestingly, regifting has firmly become a new Christmas tradition. Some 40% of people expect to regift this year, none of whom feel any guilt in doing so.
While regifting is on the rise, sending cards is in decline with a third of people saying they’ll post fewer this year, primarily due to the rising cost of postage. However, John Lewis has seen the sales of single cards increase by a third (+30%) in the past year.