Over a third of Britons exhibit a significantly heightened propensity for acts of kindness during December, with many dedicating their time to volunteering and making charitable contributions, a recent study reveals. This surge in festive goodwill marks a notable departure from behaviour observed throughout the rest of the year, underscoring a seasonal shift in national sentiment.

The comprehensive survey, involving 2,000 adults, found that 34% actively volunteered during the Christmas period, assisting at soup kitchens, charity events, or community gatherings. This contrasts sharply with the 52% who admitted to not donating their time freely during other months, highlighting a concentrated burst of altruism.

Commissioned by Santander, the research highlighted a unique campaign featuring viral influencer HarveyRidesBikes. Dressed as Santa, he traversed the streets of London on a specially branded “Santa-nder Cycle,” distributing chocolate coins and unexpected gifts to unsuspecting passersby, aiming to amplify the spirit of festive generosity across the capital.

Beyond formal volunteering, the study identified various other charitable actions undertaken by the public. Approximately 33% of respondents contributed to food banks or other charities as Christmas approached, while 21% prioritised checking on vulnerable individuals, particularly elderly relatives, to combat potential loneliness during the holiday period.

Further demonstrating community spirit, nearly one in five Britons (19%) were more inclined to prepare meals for friends or neighbours in the latter part of the year. A substantial 31% also made a conscious effort to support local businesses when purchasing gifts, reinforcing economic ties within their communities during the crucial festive shopping season.

The research delved into the motivations behind this seasonal altruism. Over two-fifths (43%) of respondents perceived a general brightening and increased kindness among typically reserved Britons during Christmas. The pleasure derived from giving time and presents (39%) and reflecting on those less fortunate (38%) were cited as key drivers for this festive generosity.

Popular culture also plays a significant role, with films and books frequently cited by 34% as sources that inspire the ‘kindness at Christmas’ ethos. This cultural reinforcement contributes to the collective festive spirit, encouraging empathy and generosity across society as the holiday season unfolds.

The study also registered a noticeable 43% increase in smiling and overall cheerfulness in December leading up to Christmas, compared to other periods. However, this seasonal goodwill appears fleeting, as 18% reported January as the month when Britons are least kind, happy, or forgiving, marking a swift return to post-holiday stoicism.

HarveyRidesBikes reflected on his experience, stating, “Riding around on my bike handing out sweets has shown me how small acts of kindness really brings out the best in people – especially at Christmas. A quick chat, a shared laugh or checking in on someone lonely can make a real difference. It’s great to see the research confirm that the UK feels the same and isn’t a nation of Scrooges.”

Josie Clapham, Director of Customers at Santander UK, underscored the campaign’s message: “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.” She added, “That’s why we’ve partnered with HarveyRidesBikes to surprise and delight Londoners with small gifts from a very festive Santander Cycle.”

Among the most common acts of kindness identified were donating food or toys to local charities and food banks, and consciously supporting small or local businesses when buying presents. Other gestures included making more time to visit friends and family, checking on vulnerable individuals, cooking for others, giving sincere compliments to strangers, leaving larger tips for waiting staff, being kinder to work colleagues, starting conversations with strangers, and allowing other shoppers to jump ahead in queues.

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Keywords: British kindness, Christmas generosity, festive season, acts of kindness, UK charity donations, volunteering December, Santander campaign, HarveyRidesBikes