Google x YouGov Story:64% of Brits would support Christmas without other households

• New research reveals 66% of Brits accept Christmas 2020 will be different from other years with 71% willing to go without normal Christmas traditions
• There’ll be strong support for local businesses this festive season as 49% of Brits say they’ll shop locally for gifts and festive food
• Google Search Trends show a surge in searches for ”Christmas dinner delivery” (+182%), “local Christmas decorations” (+181%), “local tree delivery” (+54%)
• As 51% of local business owners believe online reviews boost business, give a gift worth giving this Christmas by posting a Google review for your local business and joining the #Dearlocal conversation on social, making shopping local your new tradition

London, UK, 26th November 2020 – New research from Google and YouGov reveals 71% of Brits who celebrate Christmas are willing to unlearn long-standing festive traditions to embrace a different Christmas this year, after finding new ways of living and working in 2020. 

Two thirds (66%) of Brits acknowledge that – in common with most of the rest of 2020 – Christmas is likely to be different this year. But rather than lamenting 2020’s lost opportunity for Christmas traditions, the research reveals that we’re a resilient nation and could be ready to embrace the change by creating new traditions and reimagining the magic of Christmas. 

It’ll be local this Christmas 🎼

Google Search Trends data shows that the UK has the highest search interest for Christmas worldwide. Searches for “Christmas shopping 2020″ are up 1800% on the same period last year whilst searches for ”Shop local online” are up 224% year-on-year, and searches for “shop local” are up 99% year-on-year. 

When asked where they would buy most of their Christmas supplies, 73% of Brits said most or all of their Christmas food shopping would be done locally, 38% said most or all of their Christmas decorations would be bought from local businesses, and 34% said most or all of their Christmas gift purchases would be made locally. Google Search Trends data supports this as searches for “local Christmas” and “near me” have surged with top searches being: “Christmas dinner delivery” (+182%), “local Christmas decorations” (+181%), “local tree delivery” (+54%), “Christmas tree near me” (+34%) and “Christmas turkey near me” (+26%). 

Meanwhile consumers seem to recognise the challenging year many local businesses have faced, with 87% saying local businesses have adapted well or very well to enforced Covid-19 restrictions. With Christmas potentially shaping up to be a very different prospect this year, 28% of consumers said they would meet this change by doing all or most of their Christmas shopping at local businesses, either online, over the phone or in person.

One tradition central to the festive period is spending time with loved ones. With festive plans expected to be shaped by Covid-19 restrictions, respondents who usually spend Christmas with family and/or friends outside of their household were asked how they would spend Christmas Day if they couldn’t physically be together,  53% won’t let the restrictions get in the way of family Christmas as they plan to do a virtual family gathering via video call. When asked about Christmas dinner plans, 17% said they would enjoy a Christmas dinner made entirely of ingredients bought at local businesses. Meanwhile over half of Brits (53%) say they will break with some Christmas traditions this year in light of the circumstances. And others are even seeing 2020 as an opportunity, with one quarter (25%) of Brits saying they will gladly take the chance to forego some festive traditions this year which they don’t usually enjoy.

Deck the halls with local holly 🎼

The Christmas shopping period is vital to the health of the UK economy. As Covid-19 restrictions continue to impact how and where we spend, consumers up and down the country are rethinking how they can best support the millions of local businesses which are the heart of our communities. 

As 51% of local business owners believe online reviews boost business, Google is encouraging people to give a gift worth giving this Christmas by posting a Google review for your favourite local business and joining the #Dearlocal conversation on social, making shopping local your new tradition. Google recently launched a major new advertising campaign which sees heavyweight boxer Anthony Joshua and actor Sheridan Smith encouraging Brits to support their own favourite local businesses with their custom and Google reviews.

British resilience comes out on top 

Unquestionably Brits have missed out on many traditions this year due to Covid-19 so we’re prepped and ready for the alternative Christmas of 2020. Elsewhere in the Google and YouGov research, 67% of respondents changed or cancelled holidays this year, 46% postponed birthday parties, 45% didn’t attend some live music, theatre, or comedy performances they’d planned to see, 32% had to rethink hobbies, 21% didn’t attend some live sports and 15% missed out on weddings.

Resilient Brits saw this as an opportunity to rethink this year in a positive way by unlearning some previous habits and embracing new ways of life. 26% have done more exercise this year, and 22% have learned a new hobby or skill. 68% said that the pandemic has changed their outlook or priorities in life, and 57% are now more aware of their mental health than they were before Covid-19.

Psychologist, Emma Kenny explains: “To get to this point of the year in 2020 with all that has been thrown at us, we’ve all had to be hugely resilient and adaptable – whether we realise it or not. Even for people and businesses who thrive on change and love being agile, this year has seen such massive, unforeseen changes that it’s almost impossible to plan for those, and that tends to be deeply unsettling. But one huge positive has been people connecting more with our local areas and the people and businesses around us. It hasn’t always been possible to do this face-to-face, but one day soon it will be. I’m hopeful we will all remember how much we relied on the people and local businesses around us this year, and keep that care, compassion and kindness for each other throughout 2021 and beyond.”

Ronan Harris, Managing Director, Google UK, comments: Local businesses are the lifeblood of our communities. Shopping for provisions or gifts at local businesses supports this vital sector of the UK economy in the important pre-Christmas trading period. We would urge everyone to consider buying what they can locally either in person, over the phone or online, from small businesses which really need their support this Christmas and where possible share a Google review of their experience.”

Earlier this year, Google committed to help 1 million small British businesses stay open by helping them be found online by the end of 2021, including providing £25m in ad credits and 10,000 hours of free mentoring for UK small businesses, in partnership with Digital Boost. Google also recently announced the launch of a brand new tool to help businesses taking their first ever steps online or to improve existing online presence to reach their customers. For more information please visit https://grow.google/intl/uk