Fill in the form below to download our insights, and you’ll be entered into our Christmas prize draw to win a £500 Selfridges voucher. The last day to enter is Tuesday 17th November. Good luck!
281 million views of Christmas conversation: Mumsnet is where Christmas decisions get made, all year round
(Research published: June 2026)
Our new Christmas insight pack reveals that 281 million views of Christmas conversation, 248k posts and 28k threads make Mumsnet one of the biggest decision-making spaces of the year - and it runs all year, not just December. Behind the festive to-do list sits a bigger tension: 87% of mums are responsible for planning and organising Christmas, managing an average spend of £461 per person against rising costs, rising expectations and a growing workload.
This year’s insight deck explores the three gaps mums underestimate every year: the time gap (62% buy early to spread the cost), the money gap (families overshoot budgets by 15-35%), and the effort gap (63% feel pressure to create the perfect Christmas - but increasingly distrust glossy imagery). It shows why reassurance, real-parent recommendation and brands that reduce the load are what earn trust when festive choices are most open to change.
Download the insight pack below to see how your brand can show up in the right moments, take the risk out of the gifts mums most fear getting wrong, and earn a trusted place on the list in one of Mumsnet's highest-intent conversation spaces.
Download our Christmas insights for a chance to win a £500 voucher!
Terms and conditions
The prize draw is open to UK residents aged 18 or over.
The prize draw opens on Tuesday 3 November 2026 and closes at 11:59pm on Tuesday 17 November 2026.
One entry per person. To enter, fill in the form to download our insights using your work email address.
By entering, you agree to receive marketing emails from Mumsnet. You can unsubscribe at any time.
The prize is one £500 Selfridges voucher. The prize can’t be exchanged for cash.
The winner will be chosen at random from all valid entries after the draw closes.
We will email the winner to let them know they’ve won. Look out for an email from the Planning team at Mumsnet.
The winner has two weeks from that email to claim the voucher. If they don’t reply within two weeks, the prize will go to another entrant.
This prize draw is run by Mumsnet Limited, 15-16 Deane House Studios, 27 Greenwood Place, London NW5 1LB.
