Northern Ireland bucks UK trend with biggest rise in festive spending

Northern Ireland consumers are leading the UK in festive confidence, early planning and online purchasing, according to PwC’s latest Festive Predictions Survey—which reveals the region is bucking national spending trends this Christmas.

One in three Northern Irish consumers (31%) plans to spend more on gifts, food, and celebrations this year, more than double the UK average of 15%.

Only 4% expect to reduce their festive spending, compared to 14% across the UK, signalling strong regional confidence despite wider economic uncertainty.

Nationally, UK consumers are expected to spend £24.6 billion on Christmas this year—a 3.5% rise on 2024’s £23.7 billion. Per-adult spending is forecast to increase from £449 to £461, reflecting cautious optimism as households prepare for the festive season.

Younger shoppers drive the biggest increases

The survey shows younger age groups intend to spend the most this Christmas. Among 18 to 24-year-olds, almost one third (32%) say they plan to spend more than last year, with an average spend of £541 per head—the highest of any demographic.

Shoppers aged 25 to 34 are next, spending an estimated £476, with 21% increasing their outlay. In contrast, older shoppers are tightening their budgets:

• 18% of 35–44-year-olds

• 14% of 45–54-year-olds

  plan to cut back.

  Those aged 45–54 are forecast to spend the least, at £436.

Women are expected to outspend men over the festive season, with predicted spending of £471 per head, compared with £452 for men.

Food, drink and health & beauty top Christmas priorities

Food and drink remain the UK’s biggest Christmas spending category, with 27% of consumers planning to spend more. PwC notes strong net spending intentions across food & drink (+13) and Christmas dinner (+11), driven by grocery inflation, more family gatherings, and upgrades to premium festive ranges.

Health and beauty has risen to the third most prioritised category, with 18% planning to spend more—particularly among younger adults. Fashion follows closely, with 17% expecting to spend more on adult clothing.

NI leads UK in digital-first Christmas shopping

Northern Ireland is also embracing online shopping at a faster rate than the rest of the UK.

• 59% plan to buy online for delivery (UK average: 55%)

• 33% will shop in-store

• 8% intend to use click and collect

PwC says this hybrid model presents significant opportunities for retailers who can successfully integrate both channels.

Alison Blair, Managing Director Customer Experience Consulting at PwC UK, said:

“New store openings across Northern Ireland are well-positioned to capitalise on positive consumer spending intentions this festive season.

“From Belfast’s revitalized retail districts to fresh offerings in our market towns, success will come to those stores that can offer compelling product mixes at various price points, meeting the needs of shoppers managing budgets while celebrating special occasions and importantly, delivering an excellent shopping experience is key.”

She added:

“The 8% of shoppers choosing click and collect represents a valuable opportunity for physical retailers to capture online sales while offering customers the convenience of avoiding delivery costs and collection times.

“The blend of digital and physical shopping preferences demonstrates that successful retailers will be those who can offer customers flexibility across all channels, whether that’s browsing online and collecting in-store, or experiencing products firsthand before making their purchase.

“Despite a cautious start to the Golden Quarter, the majority of Christmas shopping still happens in December.

“For Northern Ireland’s newest retail establishments, there’s everything to play for in building customer loyalty and establishing their place in our local shopping landscape during these crucial final weeks before Christmas.”

NI named the UK’s most organised Christmas shoppers

Just 3% of Northern Irish consumers leave their shopping until the last week before Christmas—far below the UK average of 8%. Instead:

• 36% finish before Black Friday

• 27% shop around Black Friday

• 36% complete their shopping in mid-December

This contrasts with the UK overall, where nearly half (47%) do the bulk of their festive spending in early to mid-December.

The organised approach aligns with Northern Ireland’s strong family-focused Christmas traditions.

• 26% will celebrate at home with immediate family

• 36% will host extended family

• 29% plan to travel within the UK

  Only 9% intend to spend Christmas abroad.

Combined with digital readiness, early shopping habits are helping NI consumers secure better deals and avoid the last-minute rush affecting other parts of the UK.