Is it ever too early to start planning for Christmas? The UK doesn’t seem to think so if recent research by Hobbycraft is anything to go by.

It seems that at least thinking about the festive season seems to have come early in Britain – and not just through the recent weather. Sales and searches for Christmas at Hobbycraft are up by as much as 5,000 per cent, as people look to get into the festive spirit.

New insight from Hobbycraft has revealed the following:

• Searches for ‘Christmas Sale’ on increased by over 5,000 per cent in April 2021 compared to the same time last year.

• There’s been an increase in searches for ‘Christmas Embellishments’ (397 per cent), ‘Christmas Cracker Making’ (170 per cent), ‘Christmas Fat Quarters’ (fabric, 200 per cent) and ‘Christmas Baubles’ (233 per cent) in April to May compared to the same time last year.

• The Christmas category on the Hobbycraft Ideas Hub has seen a surge in views – up 875 per cent in the last week of June, compared to the same period last year.

christmas decor hobbycraft


As well as customers looking to make up for last Christmas by adding personalised touches to gifts, decorations and more, Hobbycraft credits much of this early demand to entrepreneurial Britain. In the last year, there has been a significant increase in the number of small personalisation and craft businesses, and they have their sights firmly on the festive period.

‘For us, the reason for early demand is two-fold – we firstly have our customers that are using our products to create, personalise and design for their own business ventures and secondly there is the growing popularity of customers that are making and creating at home, for themselves, friends, and family,’ said Katherine Paterson, Customer Director at Hobbycraft.

christmas wreath and berries

Victoria Bee PhotographyGetty Images

Hobbycraft has already launched its early Christmas range and it’s also launching a new and exciting Christmas workshop programme in September, in partnership with Class Bento; the leading events booking platform. The programme will include thousands of workshops online and in store during including advent making, wreath making and bauble decorating workshops.

‘It is great to see our customers getting into the Christmas spirit.’

‘After what has been a challenging year, and with most people having smaller celebrations last year, we do anticipate that customers will be looking to make this Christmas a memorable one as they look to celebrate with those that they’ve missed and want to make memories with,’ added Katherine.

‘People are also more inclined at Christmas to make a gift for a loved one – something handmade is more likely to get kept, and our range of products and wealth of inspiration and advice helps our customers to create something that is filled with thought and love.’

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