Sam Thompson named as After Eight’s Master of Celebrations

• PFH (Partying from Home) is this year’s new trend as 89% shun nights out and opt for simple celebrations with loved ones
• Christmas movie nights are replacing formal dinners as Brits go back to basics to focus on what matters
• After Eight introduces its Master of Celebrations, Sam Thompson, to encourage Brits to find joy in even the simplest of occasions

Brits will be going back to basics this year, ditching lavish nights out in favour of ‘PFH’ with Christmas movie nights (29%) and games nights (24%) the most planned celebrations.

Research by After Eight showed that simplicity is the name of the game, as celebrations like putting up the Christmas tree with tunes on in the background (37%) and having some well-earned downtime from work (35%) are topping the occasions list, with family get-togethers the most sought-after experience (91%).

Despite 46.2m views for festive charcuterie videos and trends like decking out your car with Christmas lights going viral on TikTok, fewer than 1 in 10 Brits will actually be taking inspiration from social media trends to splurge on the finer things. Instead, Brits will be bringing some nostalgia to the table by following traditions from childhood (61%), or hosting or attending a ‘Friendmas’ Day (53%).

Brits are turning to friends and family to be in it together this year. 26 million Brits will share the cost of Christmas celebrations among guests (40%) and 38% are planning to split the cost of Christmas dinner. 74% are open to having a drinks kitty for parties and 49% have set a mutually agreed budget with loved ones.

On the back of the research, After Eight has joined forces with Sam Thompson, its Master of Celebrations, to help Brits embrace even the smallest of celebrations, and make the most of this festive season!

Sam Thompson said: “I absolutely love Christmas and whilst we all know that big celebrations can be a lot of fun, being with good company is 100% what makes it.

I only need monopoly and some Mariah Carey to have the best night, it’s the simplest celebrations that bring the most joy!”

Debbie Bowen, Senior Brand Manager at After Eight, commented: “After Eight has always been proud to be a part of peoples’ celebrations, especially at Christmas. This year, we’re all about embracing celebrations whether big or small, lavish or simple, and reminding people just how good it feels to be together and embracing the joy of the season.”