A data profile of the people who buy, follow and care about Christmas market in United Kingdom — modelled from more than twelve digital signal sources. Christmas market has an estimated audience of 3,458,478 people in United Kingdom.
The average Christmas market fan in United Kingdom is 42.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, North West.
Top brand affinities include Matalan, Home Bargains, Dunelm, with strongest over-indexing on Matalan (3.38× the country average).
Demographically, the Christmas market audience skews more female with an average age of 42.4, and over-indexes on personality traits such as Community Orientation, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Christmas market fan in United Kingdom is more female, around 42.4 years old, with strong Community Orientation tendencies and a notable affinity for Matalan.
The key figures that characterise the Christmas market profile in United Kingdom.
76.7% are female, 23.3% are male, average age 42.4.
| Metric | Value |
|---|---|
| Female | 76.7% |
| Male | 23.3% |
| Average age | 42.4 |
| Estimated audience size | 3,458,478 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 26% |
of the worldwide Christmas market audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 20.6% |
| United Kingdom | 12.7% |
| Germany | 11.2% |
Where the Christmas market audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | East Midlands | ~300K | 1.36× | |
| 02 | North West | ~500K | 1.30× | |
| 03 | England | ~2.5M | 1.19× | |
| 04 | East of England | ~400K | 1.12× | |
| 05 | South East | ~500K | 1.05× | |
| 06 | Greater London | ~500K | 1.05× | |
| 07 | Northern Ireland | ~100K | 1.05× | |
| 08 | South West | ~300K | 0.95× | |
| 09 | Wales | ~200K | 0.91× | |
| 10 | Scotland | ~300K | 0.86× | |
| 11 | Yorkshire and the Humber | ~200K | 0.85× | |
| 12 | North East | ~90K | 0.70× | |
| 13 | West Midlands | ~90K | 0.64× |
The strongest cross-interests of the Christmas market audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Christmas decoration | Home & Garden | 5.56× | ||
| 02 | J. D. Williams | Shopping | 3.90× | ||
| 03 | Hobbycraft | Home & Garden | 3.52× | ||
| 04 | Matalan | Shopping | 3.38× | ||
| 05 | Household goods | Home & Garden | 3.34× | ||
| 06 | Home Bargains | Shopping | 3.26× | ||
| 07 | Dunelm | Home & Garden | 3.00× | ||
| 08 | Strictly Come Dancing | Sports | 2.95× | ||
| 09 | Holiday cottage | Travel & Leisure | 2.89× | ||
| 10 | Cottage | Travel & Leisure | 2.81× | ||
| 11 | Travelodge | Travel & Leisure | 2.76× | ||
| 12 | Debenhams | Fashion & Accessoires | 2.73× | ||
| 13 | TUI | Travel & Leisure | 2.68× | ||
| 14 | Morrisons | Food & Beverages | 2.29× | ||
| 15 | Lidl | Shopping | 2.26× | ||
| 16 | B&Q | Shopping | 2.20× | ||
| 17 | Argos (retailer) | Shopping | 2.16× | ||
| 18 | Very (online retailer) | Website / Newspaper / Magazine | 1.96× | ||
| 19 | Holiday | Travel & Leisure | 1.92× | ||
| 20 | Gift | Shopping | 1.76× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.82× | |
| Family Orientation | CONSERVATISM | 1.65× | |
| Individualism | JOY | 1.59× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.69× | |
| Early Adopter Mentality | POWER | 0.70× | |
| Patriotism | CONSERVATISM | 0.77× |
Christmas market has an estimated audience of 3,458,478 people in United Kingdom, concentrated in England and South East.
76.7% of Christmas market fans are female, 23.3% are male, with an average age of 42.4 years.
Christmas market fans show strongest brand affinity for Matalan (3.38×), Home Bargains (3.26×), and Dunelm (3×) over the country average.
Christmas market fans in United Kingdom are most concentrated in England (reach ~2.5M), South East (reach ~500K), and North West (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Christmas market itself, the audience over-indexes on Home Bargains (3.26×), Dunelm (3×), TUI (2.68×), and Debenhams (2.73×) 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 market. 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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