Small Christmases Surge as DINKs Choose Cosier Celebrations

Britain’s dual-income-no-kids couples (aka DINKs) are rethinking what a ‘traditional’ Christmas looks like. Rather than feeling bound by longstanding family expectations, DINKs, from across varying age ranges, are choosing to celebrate in ways that feel personal, meaningful and completely tailored to them.

New research from the UK’s largest dedicated online supermarket Ocado.com, reveals that many Brits are carving out festive experiences that prioritise comfort, freedom and doing things exactly the way they want. A third (33%) of DINKs plan to spend Christmas Day exclusively with their partner this year, while just one in ten (11%) will attend a large family gathering. The movement isn’t temporary either — almost half (48%) say they’d like future Christmases to follow the same intimate pattern.

This new approach to Christmas is driven first and foremost by what couples want to cook and how they want to prepare it. Three in five (59%) DINKs say that having fewer mouths to feed boosts their creativity in the kitchen, and over half (57%) feel more open to experimenting with festive dishes when it’s just the two of them. With the freedom to try premium cuts, smaller joints and new recipes without worrying about catering for a crowd, food is playing a major role in shaping this trend towards more intimate Christmases.

Emotional motivations also play a part - two in five (38%) say they want a calmer, more relaxed day; nearly half (46%) want to avoid negotiating where to spend Christmas with in-laws; and more than half (54%) say they feel empowered to create their own festive traditions rather than following those set by the wider family.

Daniel Cavanagh is a 27-year-old consultant originally from Jarrow in the North East, who now lives in London with his partner Hannah. Like many DINKs who met at university and relocated to bigger cities for work opportunities, this leaves Daniel torn between Jarrow, Hannah’s hometown of Liverpool, and London, where they’re currently based.

Daniel says, “For us, choosing to celebrate Christmas our way has completely changed the day. We used to spend hours in the car driving across the country to see both our families and keep everyone happy — and by the end, we were exhausted. Now we stay at home and make a day of it together. We cook the food we love, try out dishes we wouldn’t feel confident serving to a big group, and actually have time to relax. It’s calmer, more personal and feels like Christmas finally reflects who we are as a couple. That’s why we’ve stuck with it.”

Ocado’s data shows how this new empowered mindset is translating into shopping habits. Demand for smaller joints is surging: searches for “small beef joint” are up 417% year-on-year, while “small whole chicken” searches have risen 156%. Even broader search behaviour reflects this shift - “meals for two” searches have jumped 61.5% compared to last year.

Smaller centrepieces are also enabling couples to trade up to more premium cuts and high-quality ingredients without overbuying - a trend reflected in the growing number of shoppers choosing compact but elevated festive mains.

Desserts are shrinking too - Ocado has seen a dramatic rise in mini festive treats this season. Sales of the M&S Mini Cranberry & Orange Panettone have grown 299% year-on-year, while mini Christmas puddings have increased 79%, and the Mini Double Chocolate Panettone has risen 178%.
Almost a quarter (23%) of DINKs say they intend to serve a single, beautifully crafted dessert rather than preparing a full spread, choosing quality over quantity and enjoying a shared moment that feels made just for two.

Dan Elton, Chief Customer Officer at Ocado Retail, says: “We know that people choose to celebrate Christmas in lots of different ways; for some, it’s a big family gathering, while for others, it’s a more intimate affair. That’s why our range is designed to give people that flexibility, helping them build a Christmas that feels relaxed, enjoyable and entirely their own. This year we’ve seen a rise in searches for smaller joints, ready-to-roast dishes, and mini festive desserts, up over 400% in some instances year on year, which may reflect a trend amongst some of our customers towards smaller, more intimate celebrations.”

This Christmas, whether you’re planning a cosy dinner for two or a full festive feast, Ocado’s wide range of festive favourites, premium ingredients, and convenient delivery makes it easier than ever to celebrate Christmas on your terms. Explore Ocado’s full Christmas range here.