Christmas 2025
100% of mums run Christmas - and 32k threads plus 117m pageviews of festive content show they’re turning to Mumsnet to plan it
(Research published: August 2025)
The modern mum has a complex relationship with Christmas: a blend of deep care, cultural expectations, financial juggling and emotional labour, alongside the pursuit of more meaningful, joyful experiences that facilitate connection with their family. For 25 years, Mumsnet has been the place where they have planned, problem-solved and celebrated it together.
In this year’s full Christmas insights, we uncover:
The scale of the season – 100% of mums take on responsibility for organising Christmas. On Mumsnet there are
32 thousand festive threads and 117 million pageviews of Christmas conversation.The financial reality – families of four expect to spend an average of £933 on gifts. 80% hunt for deals on every purchase, 66% shop early to spread costs, yet those last-minute splurges still creep in.
The emotional weight – nearly 2 in 3 mums feel stressed or pressured, and 1 in 3 November threads ask for help. Yet, 85% still feel positively about the season.
Shifting traditions – a growing focus on meaningful gifting, experiences, sustainability and self-treats, while rituals like decorating, festive food and family traditions continue to be treasured.
By partnering with Mumsnet, brands can engage mums at the very heart of Christmas planning, inspire their decisions and make a meaningful impact during the most important shopping season of the year.
