New festive research reveals a surge of people across the East Midlands plan to embrace Friendsmas this year – choosing to celebrate the festive season with friends just as much as traditional family Christmas.
Research carried out by ASK Italian shows a spike in demand for group bookings around Friendsmas, as more people choose to celebrate with good food and conversation at their favourite restaurants.
The survey of 2,000 people found Friendsmas is particularly favoured among Gen Z, with 45% planning to do it this year.
67% of East Midlanders quizzed for the survey plan to celebrate Friendsmas by going out for a meal, showing that restaurants are becoming the go-to setting for modern festive catchups.
Over half (55%) cited ‘no cooking’ as one of the biggest benefits, proving that convenience is king during the busy festive period.
And more than a third (34 per cent) put it on a par with Christmas Day itself when it comes to which of the two, they prefer.
The up-and-coming rival to Christmas Day is even preferred by more than one in 10 (11 per cent) of Gen Z to their traditional family celebration, double the number of Boomers (five per cent).
Nearly a quarter (23 per cent) of those who celebrate it, consider the occasion to be “more important” than other festive traditions like putting up Christmas lights or Secret Santa.
The most appealing aspects of Friendmas are having fun and socialising (49 per cent) and enjoying good food (48 per cent).
But 16 per cent see it as an escape and a chance to enjoy a festive celebration free from the stress of family, while 16 per cent like it because they can find out the latest gossip.
Caitlin Hoey, senior brand manager for ASK Italian, said the research paints a picture of the East Midlands as a region choosing connection and good food over the pressures of a traditional hosting-at-home Christmas.
“Friendsmas has become one of the most anticipated dates on the festive calendar, with many people searching for the perfect place to gather and celebrate with friends.
“It isn’t just about Christmas with friends, it’s that mix of personalities in our closest circle: the friend who gives the solid advice, the one who brings the laughs, and the one who’s always ready to spill a bit of tea. Our research found it’s what makes the season full on festive.”
The most popular things to do on the day include going out for a meal (51 per cent), having Secret Santa (26 per cent) and enjoying Christmas-themed games (23 per cent).
Other traditions include visiting Christmas Markets (22 per cent), enjoying a festive movie marathon (18 per cent), and having a Christmas jumper contest (13 per cent), according to results from OnePoll.
Cailtin Hoey from ASK Italian added: “Heading out for a meal to share great food with great people isn’t a revolutionary pastime, but there’s a reason it came out on top in our research. “
“We’re convinced it’s here to stay, only getting bigger and brighter, so that’s why ASK Italian has packed the season with festive fun: from our 12 Days of PERKs, to specially curated festive menus and even bottomless prosecco to get the party started.”
THE TOP 10 BEST PARTS OF FRIENDMAS:
- Having fun and socialising
- The laughter
- Enjoying good food and drinks
- Making memories with friends
- The conversation and chatting for hours
- The banter and jokes
- Reminiscing on old times
- Telling stories with my friends
- Finding out the gossip
- Avoiding family stress
