Brits Value Warm Homes, Health, & NHS Over Gifts This Christmas

According to new research by Hovis the UK are more about contemplating what matters and feeling thankful for everything they have this festive season.

We know Christmas can be wrapped up in luxurious gifts and indulgent dinners, but it seems we Brits feel that what matters more than any of the above is what really matters and what we’re happy for.

Hovis® who are partnering with Locksmith Animation to celebrate the new Netflix film, That Christmas released on 4th December did a recent poll that reveals Brits are redefining Christmas! Two-thirds (62%) say it’s not about presents, shopping, or turkey. Instead, 77% see it as a time to focus on what truly matters, with 72% admitting gift-giving has gotten out of hand.

For 71%, the magic lies in the little things—quiet, reflective moments over big parties, a sentiment shared by 60%. And nearly 9 in 10 (89%) pause to feel thankful, cherishing essentials like heating (59%), family health (56%), personal health (50%), safety at home (49%), and peace (47%).

Four in ten (40 per cent) love having the opportunity to snuggle up and enjoy a good festive feel while over half are thankful for the key workers who work tirelessly over the festive period.

Fuelling the holiday season, Hovis® is giving away a FREE £10 shopping voucher to those key workers, who are working through Christmas – from doctors and nurses to pub owners, police and firefighters. 

All key workers need to do is email [email protected] with their name and job description. The voucher will be redeemable at leading supermarkets including Tesco, Asda and Sainsburys. 

Mark Brown, Chief Marketing Officer at Hovis® said: “The research shows that this Christmas, Brits are reflecting on what truly matters. It’s not about the mountain of presents, but the warmth of loved ones, the comfort of home, and gratitude for the everyday blessings – especially those who keep us safe and well.  

“That’s why we at Hovis® are giving back to our holiday heroes, recognising their sacrifices with a small token of appreciation.” 

Such a positive move by Hovis!