A data profile of the people who buy, follow and care about Christmas in United Kingdom — modelled from more than twelve digital signal sources. Christmas has an estimated audience of 18,354,704 people in United Kingdom.
The average Christmas fan in United Kingdom is 43.0 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Kitchen, Hobby, Distilled beverage, with strongest over-indexing on Kitchen (1.65× the country average).
Demographically, the Christmas audience skews more female with an average age of 43.0, and over-indexes on personality traits such as Indulgence, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Christmas fan in United Kingdom is more female, around 43.0 years old, with strong Indulgence tendencies and a notable affinity for Kitchen.
The key figures that characterise the Christmas profile in United Kingdom.
67.6% are female, 32.4% are male, average age 43.0.
| Metric | Value |
|---|---|
| Female | 67.6% |
| Male | 32.4% |
| Average age | 43.0 |
| Estimated audience size | 18,354,704 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 17% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 28% |
of the worldwide Christmas audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 27.9% |
| United Kingdom | 8.1% |
| Italy | 4.7% |
Where the Christmas audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~1M | 1.39× | |
| 02 | Wales | ~1.5M | 1.38× | |
| 03 | Yorkshire and the Humber | ~2M | 1.35× | |
| 04 | North East | ~800K | 1.11× | |
| 05 | South East | ~2.5M | 1.06× | |
| 06 | Northern Ireland | ~600K | 0.98× | |
| 07 | Scotland | ~1.5M | 0.95× | |
| 08 | South West | ~1.5M | 0.92× | |
| 09 | East Midlands | ~1M | 0.85× | |
| 10 | East of England | ~1.5M | 0.81× | |
| 11 | England | ~12M | 0.69× | |
| 12 | North West | ~1M | 0.51× |
The strongest cross-interests of the Christmas audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Flower bouquet | Home & Garden | 2.53× | ||
| 02 | Mother's Day | Kids & Family | 2.08× | ||
| 03 | Microwave oven | Home & Garden | 2.05× | ||
| 04 | Hot tub | Home & Garden | 2.04× | ||
| 05 | Volunteering | Politics & Society | 1.94× | ||
| 06 | Real property | Home & Garden | 1.91× | ||
| 07 | Refrigerator | Home & Garden | 1.89× | ||
| 08 | Hobby | Home & Garden | 1.79× | ||
| 09 | Distilled beverage | Food & Beverages | 1.76× | ||
| 10 | Garden furniture | Home & Garden | 1.74× | ||
| 11 | Home Appliances | Home & Garden | 1.72× | ||
| 12 | Internet & Social Media | 1.69× | |||
| 13 | William Hill (bookmaker) | Games | 1.69× | ||
| 14 | Esso | Cars & Mobility | 1.69× | ||
| 15 | Wikipedia | Internet & Social Media | 1.66× | ||
| 16 | Kitchen | Home & Garden | 1.65× | ||
| 17 | Aldi | Shopping | 1.59× | ||
| 18 | Betfair | Games | 1.58× | ||
| 19 | Children's clothing | Fashion & Accessoires | 1.58× | ||
| 20 | Moonpig | Home & Garden | 1.56× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Indulgence | JOY | 1.32× | |
| Convenience Orientation | PREMIUM | 1.26× | |
| Healthy Lifestyle | BALANCE | 1.23× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 0.88× | |
| Early Adopter Mentality | POWER | 0.89× | |
| Risk Appetite | THRILL | 0.92× |
Christmas has an estimated audience of 18,354,704 people in United Kingdom, concentrated in England and South East.
67.6% of Christmas fans are female, 32.4% are male, with an average age of 43.0 years.
Christmas fans show strongest brand affinity for Kitchen (1.65×), Hobby (1.79×), and Distilled beverage (1.76×) over the country average.
Christmas fans in United Kingdom are most concentrated in England (reach ~12M), South East (reach ~2.5M), and Yorkshire and the Humber (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Christmas itself, the audience over-indexes on Hobby (1.79×), Distilled beverage (1.76×), Aldi (1.59×), and Volunteering (1.94×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Christmas. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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