Crooner Andy Williams hit the nail on the top in 1963 when he first sang ‘It’s the Most Great Time of the Yr’.
Christmas actually is the time of yr when most of us are capable of cease what we’re doing and take time to benefit from the little luxuries – whether or not that’s purchasing, spending time with family members or splurging on indulgent meals and drinks.
Birds Bakery – a proudly UK bakery that began from humble easy beginnings in 1919 to change into an thriving enterprise with 61 shops using over 750 individuals right now – wished to search out out extra about why Brits give up to temptation.
Hap-happiest season of all
Because the tune says, Christmas is the ‘hap-happiest season of all’ – synonymous with the indulgent goodies which can be assured to spark a rush of immediate happiness, courtesy of dopamine.
After we eat one thing candy, the mind’s reward system – referred to as the mesolimbic dopamine system – is activated.
Dopamine is the last word really feel good chemical launched by the neurons, triggering pleasurable sensations and signalling that the occasion was constructive.
As such, treating ourselves isn’t restricted to December alone.
When the reward system fires, it reinforces behaviours – making it extra possible for us to hold out these actions once more. In actual fact, a 2023 examine carried out by YouGov revealed that roughly 37% of Brits purchase one thing candy a minimum of a couple of times per week.
“These stats spotlight that whereas our consumption could enhance considerably at sure instances of the yr, we simply can’t resist sugary meals after we want a pick-me-up,” mentioned Lesley Fowl, CEO of Fowl Bakery.
Marvellous mince pies
To satisfy the demand in the course of the busiest time of the yr, Birds Bakery shall be making over 500,000 Christmas merchandise this yr, together with 350,000 mince pies this yr.
The basic mince pie took the title of the nation’s favorite candy pie final yr and having fun with them was listed as some of the magical components of Christmas, so it’s no shock demand is so excessive.
As a bakery with over 100 years of expertise, Birds has seen the rise and fall of bakery tendencies first hand. Lesley Fowl, chief working officer at Birds Bakery, commented:
“The bakery market is continually evolving, however one pattern we’ve seen yr on yr is that folks like to deal with themselves and others,” mentioned Fowl.
“Like different retailers, we prefer to introduce seasonal product ranges alongside our classics, as we all know our clients love a themed merchandise – be it Christmas, Easter or Halloween.
“This yr, our Christmas vary features a entire host of festive items together with chocolate Santas, Rudolph cupcakes and shortbread bushes, which we’re delighted to see clients already having fun with.
“We’re excited to welcome each new and common clients to our retailers this Christmas, and hope they proceed to deal with themselves all year long. All of us want that candy increase from time to time!”
