16% of consumers in the North East say they will spend more this Christmas, according to analysis from PwC UK

• Under-25s are set to be the biggest spenders per head and are more likely to start shopping early, often to find bargains or spread costs

• Food and drink, especially Christmas dinner, remain the top priorities for households in the North East

• 50% of festive spending in the North East took place before December, showing shoppers in the region are some of the most organised in the UK

• Overall UK spend for the festive season is set to reach £24.6bn – up 3.5% from 2024

According to PwC’s latest Festive Predictions Survey, 16% of North East consumers are set to spend more on Christmas presents and celebrations than last year, with food and drink topping the list of items purchased. Nationwide, 18% say they will spend more on health and beauty products, with fashion following close behind - 17% of shoppers plan to spend more on adult clothing this Christmas.

Younger shoppers are set to spend more on the festive period this year than other age groups, with 32% of 18 to 24-year-olds saying they will spend more than last year and, as in previous years, they are forecast to be the biggest spenders per head with an estimated £541. Those aged 25 to 34 follow and will have the second highest estimated spend per head of £476, with just over one in five (21%) saying they will increase their festive spend.

In contrast, older shoppers expect to spend less this year, with 18% of 35 to 44-year-olds and 14% of 45 to 54-year-olds saying they will keep a closer eye on the purse strings. The 45 to 54-year-olds are also the group forecast to spend the least per head, at £436. 

When and where consumers plan to do their Christmas shopping

PwC’s survey results show that 50% of the region’s shoppers planned to do their Christmas shopping before December, preferring to purchase gifts either before or around Black Friday. For this group, the main reasons given for early shopping were a desire to be organised, to get the best prices and to spread the cost of Christmas through budgeting.  

Young shoppers lead the way in terms of buying their Christmas items early, with 25% of 18 to 24-year-olds and 23% of 25 to 34-year-olds saying they did their shopping earlier than usual. More than half of 25 to 44-year-olds finished most of their shopping by the start of December.

Most consumers plan to do their spending for the festive season online with more than half (58%) of purchases in the region being carried out online, either for home delivery or click and collect. 42% of consumers still plan to spend in in physical stores, however. The North East is the region with joint highest proportion of Christmas spending taking place in store in the UK, topping the list of regions alongside the West Midlands, testament to the enduring appeal of the region's high streets.

Despite an uplift in spending compared to last year (£24.6bn in total across the UK), the survey highlights that cost-of-living and economic uncertainty remain the dominant factors influencing spending decisions, resulting in the slowest growth in Christmas spending in three years (3.5%).

Of those who say they will be spending less this year (14%), more than a third (36%) say they have less money to spend, with 34% saying their personal finances have been negatively affected over the past year. Almost a quarter (24%) say they are less confident about their finances.

Richard Podd, North East Market Senior Partner at PwC UK’s Newcastle office, said: 

“Despite ongoing cost-of-living pressures, shoppers in the North East are approaching Christmas with pragmatic optimism. Consumers are prioritising spending on food and drink, focusing on family gatherings and celebrations, while looking for value and bargains.

"By shopping early, consumers will have been able to spread costs, with younger shoppers leading the way in early and higher spending. The fact that many consumers are still heading in-store is encouraging for the North East’s local retail centres. 

"Retailers that combine keen pricing with convenience, value for money, click‑and‑collect, and standout in‑store experiences are best placed to capture demand. Above all, the region’s focus on planning and budgeting suggests a Christmas that balances celebration with careful cost control.”

About the survey 

The research is based on a nationally representative survey of 2,000 adults conducted between 31st Oct – 4th November 2025.