Christmas consumerism

This article uses data from a mixed-methodology study of over 4,000 British people to debunk popular myths about Christmas shopping and culture.

Christmas consumerism

Denise Funke and Frances RevelOMD UK

Christmas shopping starts early in the UK: 60% start in October, but fatigue sets in before the final rush in December. Brands need to start festive campaigns early and respond with new efforts when interest begins to wane.

As the nights draw in, it's no wonder attention is turning to Christmas. For one single day out of 365, it is the most talked-about, anticipated and mythical event in the consumer calendar. To help brands navigate their way through this all-consuming period, OMD UK launched the next phase of its pioneering Future...

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