With fewer than 100 days until Christmas, Britons are already planning for mulled wine, light displays, and family outings. According to new analysis from Ashridge House, there were more than 1.6 million Google searches for festive events in August alone, a figure expected to reach 27.5 million in December.
Brits’ favourite festive activities
The research by the team behind Ashridge House Illuminated (Hertfordshire’s biggest festive light trail) highlights how people are increasingly turning to shared Christmas experiences.
The most searched festive events are:
- Winter Wonderland – averaging 315,000+ monthly searches
- Christmas markets – 184,000+ monthly searches
- Ice skating – 161,000+ monthly searches
Winter Wonderland remains the most Googled experience, with over 315,000 searches per month and a projected 11 million in December. However, interest has declined by 17% year on year. In contrast, Christmas markets and light trails have both risen by 18%, while searches for “PYO Christmas tree farms” have grown by 10%.
Rising interest in light trails
Festive light trails are seeing particularly strong growth. National searches rose 18% year on year, with interest climbing from 25,000 in August to 241,400 in December. Cities showing the sharpest increases include Inverness (+150%), Oxford (+124%), and Stoke-on-Trent (+120%). Oxford residents appear the most enthusiastic overall, with searches for Christmas activities up 455% year on year.
David Evans, Managing Director of Ashridge House Illuminated, said: “Based on the success of last year’s dog-friendly sessions, we’ve brought them back for another year so the whole family can enjoy their favourite Christmas tradition without worrying about leaving the family dog at home.
“These early spikes in online searches show how important Christmas events have become as annual traditions. From festive light trails to Christmas markets and even the cheesy end-of-year Panto, it’s about creating moments that feel magical to the whole family — dogs included!
“The team at Ashridge House has worked tirelessly to create an unforgettable way to experience the festive season with friends and family. We can’t wait to open our gates and welcome everyone back for a Christmas celebration like no other.”
Top UK cities for festive enthusiasm
Cities showing the largest year-on-year growth in searches for festive light trails include:
- Inverness: +150%
- Oxford: +124%
- Stoke-on-Trent: +120%
- Bangor (Wales): +83%
- Derby: +74%
- Lisburn: +70%
- Manchester: +64%
- Birmingham: +63%
- Cardiff: +60%
- Chichester: +46%
In Oxford, the rising popularity of festive events is reflected in a 4.76% increase in city centre footfall in December 2024, compared with a national decline of 2.7%, supported by new attractions such as Christmas in Oxford on Broad Street.
Ashridge House Illuminated returns
Ashridge House Illuminated will run from 29th November 2025 to 1st January 2026, transforming its Grade II* listed gardens into a trail of more than 20 dazzling installations. The event will include dog-friendly evenings on Wednesdays and Thursdays, alongside a festive Food Village offering local craft beers, mulled wine, bratwurst, and waffles. Tickets start from £13.80 for children and £23 for adults.
Ashridge House is located in Berkhamsted, Hertfordshire, just off Junction 20 of the M25. It is a 30-minute drive from Luton, 45 minutes from Heathrow, or a 35-minute train journey from London Euston to Berkhamsted station.