As the cost of living continues to squeeze household budgets, new research has revealed that over a quarter (28%) of Nottingham’s homeowners are cutting back on Christmas spending this year, specifically to fund home or garden improvements instead. Making them the second most likely city to be cutting back in this way, sitting just behind Manchester homeowners.
A new home spending study from Platinum Spas, east-midlands based hot tub manufacturer, surveyed 1,000 UK homeowners, reveals a clear shift in consumer priorities. It revealed that many are choosing to invest in their homes and gardens instead of splurging on festive celebrations this year, with 4.4 million homeowners across the UK admitting that they will be doing this.
Top 10 cities most likely to prioritise home improvements over Christmas spending
(Based on the percentage who are cutting back on Christmas to pay for home improvements)
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Manchester: 35%
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Nottingham: 28%
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Belfast: 28%
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London: 28%
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Liverpool: 26%
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Bristol: 26%
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Birmingham: 25%
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Newcastle: 24%
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Leeds: 22%
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Edinburgh: 21%
Younger homeowners are leading this shift, with almost half (42%) of homeowners aged 25–34 saying they’ve scaled back festive spending to focus on home and garden projects.
This reflects a growing “spend smart” attitude among younger consumers, where the desire for lasting comfort and property value is overtaking the traditional festive splurge.
Interestingly, when comparing this trend by income, it is also most prevalent among higher earners: over a third (34%) of homeowners earning £50,271 or more are cutting Christmas costs to improve their homes, compared to just 20% of those earning below this amount.
Sarah Watkins, home and gardens expert at Platinum Spas said,
“After years of rising costs and economic uncertainty, many Nottingham homeowners are taking a more long-sighted approach to spending. They’re seeing home improvement as an investment, something that improves quality of life and potentially adds value, rather than money that disappears after the holidays are over.”
“A comfortable living space can add to the festive celebrations longer term too, creating a comfortable environment to spend time, extra seats around the dining table or cosy spare rooms for overnight guests.”
Home and garden expert, Sarah, shares tips for festive home and garden improvements that will bring year-round enjoyment:
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Create a cosy entertaining space
Invest in upgrades that are not only cosy for everyday use, but that also make your home more welcoming for guests. From a refreshed dining area, with space to expand seating, to lighting or soft furnishings. These touches elevate festive hosting for the present and everyday living for the future. -
Focus on little luxuries
Small luxuries, such as upgraded towels, ambient lighting, or spa-style additions to the bathroom, can transform your home into a year-round relaxing retreat. -
Choose upgrades with lasting impact
If you’re putting money into your home this Christmas, go for improvements that will add value or reduce costs longer term. Think better insulation, energy-efficient appliances or multi-purpose furniture. You'll feel the benefit and see it too in your bank balance further down the line. -
Refresh, don’t replace
You don’t need a full renovation to make an impact. A fresh coat of paint, updated décor or reimagined layout can breathe new life into your home without breaking the bank. Rearranging your living room furniture to make room for guests, a Christmas tree and presents, saves on the cost of buying new furniture and seating.
With the kitchen and garden remaining top priorities for many households, the findings suggest a quieter, more practical Christmas season, with homeowners channelling funds into projects that will provide year-round enjoyment instead.
For further information, read the full Platinum Spas home and garden spending report findings.