A recent poll of 2,000 adults who celebrate Christmas has revealed some surprising insights into the nation’s festive listening habits. While classics like “Last Christmas” by Wham!, “Driving Home for Christmas” by Chris Rea, and “Fairytale of New York” by The Pogues remain perennial favorites, a significant number of respondents expressed fatigue with certain holiday anthems. Topping the list of least-liked Christmas songs was Mariah Carey’s ubiquitous “All I Want for Christmas Is You,” followed by Justin Bieber’s “Mistletoe” and Band Aid’s “Do They Know It’s Christmas?” Other disliked tracks included East 17’s “Stay Another Day” and Ariana Grande’s “Santa Tell Me.” Interestingly, “Fairytale of New York” also appeared in the top 10 of most disliked songs, highlighting its divisive nature.
The research, commissioned by Twix, revealed a range of listening habits, with 23% of respondents indulging in festive music every day during the Christmas period, while 24% listen less frequently. A noticeable 20% admit to experiencing Christmas music fatigue by mid-December, with 17% advocating for a complete cessation of festive tunes by Boxing Day. A significant 30% confessed to not having heard a good new Christmas song in years, indicating a potential stagnation in the holiday music landscape. This sentiment underscores a growing desire for fresh and innovative festive music, a gap that Twix aims to fill with their newly released “Twixmas” track.
In response to this apparent festive music fatigue, Twix collaborated with grime MC D Double E and presenter Nella Rose to create “It’s Twixmas Time,” a song designed to offer a musical alternative for the period between Christmas and New Year. D Double E acknowledged the staleness that can creep into traditional Christmas playlists, stating, “We all have Christmas songs we love, but we’ve been listening to them for decades and they can feel a bit stale.” The “Twixmas” track seeks to inject new energy into the post-Christmas period, offering a fresh sound for those seeking respite from the traditional festive repertoire. Nella Rose emphasized the song’s intent to capture the relaxed and celebratory atmosphere of Twixmas, providing a soundtrack for the laid-back period between Christmas and New Year.
The research also illuminated the peculiar temporal distortion that often accompanies the Twixmas period, with 20% of respondents admitting to losing track of the date. This sense of timelessness is seemingly embraced by many, with 30% enjoying this in-between period as much as Christmas Day itself. The Twixmas period is characterized by a disruption of routines and a focus on relaxation, with 52% of respondents using the downtime to unwind and 23% catching up on their favorite TV shows. The study suggests that Twixmas is not merely a lull between celebrations but a distinct period of enjoyment in its own right.
This unique period is marked by distinctive behaviors, including indulging in Christmas leftovers (33% of respondents) and bargain hunting in the sales (21%). The core elements of the festive period, such as spending time with loved ones (45%), gift-giving (33%), and embracing the festive spirit (30%), extend into Twixmas, blurring the lines between Christmas and the New Year. The research revealed an enhanced appreciation for music during December, with 38% enjoying music more during this month than any other time of year. Similarly, 61% of respondents reported a heightened enjoyment of food during the festive season, further highlighting the sensory pleasures associated with this time of year.
The findings underscore a shift in perspective regarding the period between Christmas and New Year. No longer merely a bridge between holidays, Twixmas is increasingly viewed as a celebration in itself. This is reflected in the 54% of respondents who consider this period worthy of its own recognition. Laura Boothroyd from Mars Wrigley emphasized the importance of embracing the downtime and simple joys of Twixmas, suggesting that relaxation and quality time with family can be the most valuable gifts of the season. The “It’s Twixmas Time” track, therefore, serves not just as a musical offering but as an embodiment of this ethos, encouraging listeners to fully embrace the unique spirit of Twixmas.
