Santander UK has issued an official announcement highlighting a significant surge in British kindness during the festive season, with new research suggesting these gestures "go a long way."
The Festive Kindness Boom: What the Data Shows
A poll commissioned by the bank, which surveyed 2,000 adults, found that more than one in three Brits (35%) feel more inclined to perform random acts of kindness over Christmas. This spirit of generosity manifests in several tangible ways.
The research, conducted in the lead-up to the new year, revealed that a third (33%) of people donate food or toys to local charities and foodbanks. Furthermore, 31% make a conscious effort to support local businesses, while 21% check in on lonely or vulnerable neighbours. Almost a third (30%) are more likely to donate to charity, and 31% report volunteering more in December than in any other month.
Other prevalent acts include carving out more time for friends and family (31%), cooking for loved ones (19%), giving compliments to strangers (19%), and leaving larger tips for hospitality staff (16%). The survey also found that 39% of Brits smile more often in December than in other months.
The Motivations Behind Seasonal Goodwill
When asked what drives this increase in kindness, the responses pointed to the core themes of the season. Over a third (39%) attributed it to the simple enjoyment of giving, whether presents or time. A similar proportion (38%) said it stems from reflecting on those less fortunate.
Interestingly, 34% reported being inspired by the cultural idea that "we should be kind to others around Christmas time," as portrayed in films, books, and advertisements. The research also highlighted a stark contrast in volunteering habits: while 34% have volunteered over the festive period—at soup kitchens, community events, or for charities—52% say they never offer their time for free during the rest of the year.
Bank Backs the Spirit of Giving
Commenting on the findings, Josie Clapham, Director of Customer at Santander UK, said: "A little bit of kindness goes a long way – especially at Christmas. Our research shows just how kind the British public is at this time of year, with more people showing goodwill and looking out for others in their community."
"Christmas can be an expensive time, with many people searching for that perfect gift – but often nothing beats the gift of kindness," Clapham added. "That’s why we’ve partnered with HarveyRidesBikes to surprise and delight Londoners with small gifts from a very festive Santander Cycle."
The data paints a clear picture of a national uplift in community spirit and altruism during the festive period, underscoring the value placed on generosity and connection in British culture at this time of year.
