UK retailers are set for a last-minute surge before the holidays.
This year, Panic Weekend (20–21 December) is forecast to add £3.43bn to Christmas sales as consumers rush to complete their shopping.
According to the latest Shopping for Christmas Report from VoucherCodes.co.uk, spending over the weekend before Christmas is expected to rise 12.8% year-on-year, up from £3.04bn in 2024.
Nearly 49.6 million people are predicted to shop across the two days, representing a 26% increase compared to last year.
That’s a significant uplift. What accounts for it?
Well, due to continued pressure on household budgets and economic uncertainty, many shoppers appear to have delayed, rather than cancelled, spending.
As Christmas approaches, that pent-up demand is expected to be released in a concentrated burst of activity.
High streets are set to be the main beneficiaries. Offline sales are forecast to hit £2.55bn over the weekend, significantly outpacing online spend of £0.89bn.
With delivery cut-off dates fast approaching, many consumers are expected to prioritise in-store shopping, making the most of time off work in the run-up to Christmas.
Super Saturday (20 December) is predicted to be the most lucrative day: 26.5 million shoppers expected to spend £1.75bn.
Of that, £1.31bn will be spent in-store, with £0.44bn online. Stampede Sunday (21 December) is expected to see slightly lower footfall, but should still generate £1.69bn in sales, equating to £3.7m per minute.
Moji Oshisanya, Chief Commercial Officer at VoucherCodes.co.uk, said consumers have been cautious throughout much of the festive season, but are now ready to spend. However, she warned that shoppers remain highly value-conscious, with discounts, rewards and strong customer service likely to be key differentiators for retailers looking to convert last-minute demand and carry momentum into the new year.
For affiliate and performance marketers, there is still time to boost end-of-year revenue just that bit more, as more shoppers hunt for last-minute deals and offers. The race isn’t over just yet.
