Guest Columnist

Joshua Brocklehurst, researcher at KI, on how Christmas this year is about the simple joys of sustainable, quality and meaningful gifts, and support for those who need it.

MAGIC OF CHRISTMAS

Christmas can be a developmental goldmine for early years children. It’s chock-a-

the inherent fun of the season and community/family support. On the reflecting UK crises front: TK Maxx lets shoppers block full of storytelling, wonder know they can ‘Nail Christmas and surprise, epitomised by play for Less’ this year as its core and shared moments with loved message, to beat the cost of living ones, and filled with exciting sights, pinch. Tesco takes a more fun sounds and tastes… the Magic of and satirical approach, pitching Christmas is a very real thing. itself as the ‘Christmas (political)

Parents however, can feel a lot Party’, where joy should be at of pressure to provide the perfect the core of our experiences. experience for their little ones Other brands are focusing less - often in the frame of mind of on what they sell, and are instead ‘there’s only so many childhood aiming to foster the spirit of Christmases they will have.’ Gifting community and positive action in in particular can be the root of troubled times. The John Lewis a lot of anxiety, as its role in a Christmas campaign this year – child’s enjoyment of Christmas while only scratching the surface is seen to be an important one. of the challenges of fostering and

During a time where every household is feeling the cost of living squeeze, anxieties around gifting and providing a memorable Christmas are as rife as ever, with most having to downsize expectations and shift their overall approach to the festive season just to get through it. However, this downscaling adoption - is in partnership with certainly isn’t a bad thing, and is Action for Children and Who likely the start of a shift in how we Cares? Scotland, where the core approach seasonal consumerism. message is focused on promoting

This shifting landscape of awareness of the number of Christmas is something brands children in care and making and retailers are rightfully picking their pledge of support. Lidl up on and being influenced by. this year launched a nationwide In the UK, judging Christmas toy donation drive in response adverts is almost an institution to charities crying out for toys - and as a result they tend to and games to feed back into mirror nationwide emotions communities in need (a desired and events quite closely. item by 8/10 of their partner

In 2022, picking up on wider charities, second only behind food). societal worries (cost of living, political unrest, environmental SIMPLE JOYS concerns… the list goes on), there Shifts can also be seen in the toy consequently seems to be more of space - reflecting the 2022 mantra a focus on simple Christmas cheer: of quality and experience over

Above: Joshua Brocklehurst, researcher, KI. quantity. Looking at Hamleys’ Top 10 Toys for Christmas, we see a number of iconic brands (Barbie, Play-Doh), favourite characters (Buzz Lightyear) and twists on classic board games (Jenga with an added timepressure twist). Of course, there is always overlap in top 10 toy lists year on year, but we do seem to be seeing more of a focus on evergreen toys with extra play/ replay value and the possibility for generational pass-down - rather than simply ‘fast retail’. Going back to Christmas being a developmental goldmine - the magic, wonder, sights, sounds and moments of Christmas are “ Parents however, can feel a lot of pressure to provide the perfect actually much better served in less extravagant, more controlled and meaningful experience for their little ones moments. Christmas can - often in the frame of mind of definitely be a big upheaval for families compared to

‘there’s only so many childhood everyday life, and this can

Christmases they will have’. ” be stressful for little ones still making sense of how our world works. Christmas doesn’t need much to be magical. Christmas is more openly becoming a little less about fast and plentiful consumerism (whether by choice or necessity), in place of more simple joys; sustainable, quality and meaningful gifts, and support for those who need it. To me these seem like positive things to embrace and foster - for both families and the brands that make Christmas what it is. Looking to 2023 we expect this trend to continue - not just for Christmas, but for toys and family experiences more widely, as it’s better for both the environment and consumer wallets.

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