Deck the Malls: The (Out-Of) Home Of Festive Spirit
The 2025 festive shopping season is gathering momentum as UK consumers embrace malls as their go-to destinations for Christmas gifting and seasonal experiences. Despite lingering cost-of-living pressures, spending confidence remains strong - with Christmas retail sales projected to hit a record £91.12 billion this year (VoucherCodes Shopping for Christmas Report 2025). That’s a 3.2% year-on-year rise in festive spending across the six-week period from mid-November to the end of December.
Early Shopping and Mall Momentum
The countdown to Christmas is starting earlier than ever. Over a third (38%) of mall-goers now use Black Friday as an opportunity to begin buying Christmas gifts, setting the tone for a busy pre-season period, with over a quarter (27%) of mall-goers will start their shopping in mid-November.
Recent DataJam figures show that footfalls have grown 10% going into Q4, from the start of August to the end of October, indicating that shoppers are already returning to malls for seasonal outings and experiences. This early momentum promises another significant increase in foot traffic from late November through December as the big day approaches.
Supporting this, Hammerson Group data shows that malls typically see a 31% uplift in footfall across November and December, as shoppers seek out deals, festive displays, and in-person experiences that can’t be replicated online. Footfall data also points to a seasonal rhythm: shoppers spend less time per trip but increase their number of visits - opting for more purposeful visits to efficiently check items off their gift lists. In fact, our Data Jam data shows over 55% of mall-goers make three or more Christmas shopping trips in the buildup to the big day, whilst other insights show that 35% of us will make 5 or more!
But what makes malls so appealing to those looking to sleigh the season? Our recent insight sheds some light on the subject:
A Hub for Holiday Shopping
With almost three-quarters (73%) of consumers planning to use a mix of in-store and online shopping to purchase Christmas gifts this year, shopping centres continue to play a vital role in shaping festive behaviour. More than two-thirds (67%) of people see shopping centres as a key source of gift inspiration - the highest ranking Out-Of-Home (OOH) environment - drawn in by the opportunity to experience festive displays, pop-up events, and the unique atmosphere that only a physical retail space can provide.
This sense of immersion goes beyond convenience. Shopping centres have evolved into the (Out-Of) Home of festive spirit, driving positivity and excitement during the holidays. Over half (59%) of people say that visiting malls helps them feel “Christmassy.” For many, the elaborate decorations, jingles, and themed experiences (cited by 42%) play a big part in evoking seasonal joy. Food is another key contributor - 41% say the diverse dining options help them get into the festive mood.
Add to that the chance to browse a variety of stores, from department stores (favoured by 42%) to brand showcases where 31% of visitors enjoy seeing the latest products in person, and it’s easy to see why shopping centres remain at the heart of the holiday experience.
Festive Spending Confidence
Despite ongoing economic uncertainties, consumer confidence remains strong this festive season. An impressive 88% of mall-goers expect to maintain or increase their holiday spending compared to last year. Most shoppers plan to spend between £200 and £500 on gifts, while mall-goers specifically are 10% more likely than average to exceed £1,000.
This spending optimism is mirrored on a national scale. UK consumers are forecast to spend a total of £11.59 billion on Christmas gifts in 2025 - a 2.1% year-on-year increase. That equates to an average of £443 per household and represents just over half (50.5%) of all Christmas sales, reaffirming gift-giving as the emotional and financial centrepiece of the holiday season (VoucherCodes Shopping for Christmas Report 2025).
Even as financial pressures persist, many shoppers continue to prioritise joy, generosity, and shared experiences. When it comes to the categories driving purchases among mall-goers, the top sectors include clothing (63%), toys (52%), fragrances (51%), skincare (41%), and alcohol (40%). Electronics also perform strongly (39%), alongside personal indulgences such as jewellery and watches (31%), makeup (25%), and gaming (26%). Notably, 20% plan to give experiences as gifts, while another 16% are even considering holidays - reflecting a desire for gifts that create memories, not just moments.
Post-Christmas Shopping and Entertainment
The excitement doesn’t fade once Christmas Day is over. The period between Boxing Day and New Year’s remains a crucial retail window, with nearly one in three (32%) mall-goers planning to shop for post-Christmas deals. This group is more than 10% more likely than the average consumer to seek out discounts during this time, making it a prime opportunity for retailers to maintain momentum.
Mall traffic and impressions stay consistently strong throughout the festive period, spiking dramatically on Boxing Day - especially at out-of-town shopping destinations where e see a 23% increase post Christmas, lasting into the first week in January.
For many, post-Christmas shopping is more than just bargain-hunting; it’s an annual ritual and social outing. Beyond retail, 21% of visitors are likely to head to the cinema, while others engage in leisure activities - mall-goers are 26% more likely to do so compared to the average shopper.
A further 20% plan to travel during this period, highlighting that the post-Christmas stretch presents multiple opportunities for both retailers and advertisers to connect with engaged audiences.
Looking Ahead To Early 2026
Looking ahead into the start of 2026, mall-goers have several priorities when it comes to planning their budgets:
Entertainment
Entertainment subscriptions remain a key priority for many. Over half (55%) plan to add a new streaming service such as Netflix or Disney+ to their budgets, while 43% will include a new music streaming platform like Spotify or Apple Music. Gaming subscriptions also rank highly, with 39% budgeting for services such as PlayStation Plus or Xbox Game Pass. Sports and live TV packages (40%), podcasts and audiobook subscriptions (39%), and cinema loyalty memberships (38%) also feature strongly, underlining a continued appetite for accessible entertainment.
Health and Fitness
Health-focused spending is another major theme. Half (50%) of mall-goers intend to include supplements in their new year budgets, and 39% plan to invest in fitness apps - a reflection of the growing emphasis on self-improvement and wellbeing.
Travel and Holidays
The start of the year is also prime time for travel planning. Between January and March, 65% of mall-goers expect to be organising their next holiday, suggesting a strong appetite for early-year deals and aspirational experiences.
New Year Priorities
When asked about personal priorities for the year ahead, nearly half (49%) of mall-goers say they want to become healthier and fitter, 45% aim to improve their mental health, and 40% plan to travel more. Another 40% are focused on getting their finances in order - a balanced reflection of both optimism and practicality as consumers enter the new year.
Overall, malls index strongly as an OOH environment that attracts, inspires and converts at a time of year that transcends the constraints of political or economic upheaval. Retail opportunities and leisure activities align under one roof to provide a one-stop shop for all things festive. So whether it’s searching for holiday inspiration, spending time with family and friends or simply grabbing that last minute gift, Yule be certain to find what you’re looking for.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.