What Are People Shopping for the Holidays? Vogue Took to the Streets of London to Find Out

From the magnificent lights strewn across Regent Street and the luxe window displays at Harrods and Selfridges to the return of the open-air extravaganza that is Winter Wonderland in Hyde Park, the festive season has officially landed in London. With the holidays fast approaching, shoppers are inevitably out on the streets in search of great finds.

Some put us to shame with their forward planning: “I’ve bought all my gifts since the end of October,” says Tom in Soho. While others make last-minute shopping an art form. “Annoyingly, I’m always cutting it fine,” says Ellie in Oxford Circus. “But that’s when I get super creative and find the best stuff!” The common thread among all the shoppers? While staying thoughtful of others during this time of year, all the shoppers found the perfect pieces for themselves too—an act of self-care in the modern age, if you will.

Here, 12 Londoners share the details of their latest purchases, how their shopping habits have changed in the past year, and what they’re most excited to give this season.

Tom in Soho, shopping at Liberty

What have you bought today?

I bought a face mask from 111Skin—it literally hydrates your skin for an entire week.

Have your shopping habits changed at all since the pandemic?

I ended up buying loads more skin care products. I don’t really do online shopping for clothes. I prefer going to the boutiques for sizes.

Any key pieces that you’ve bought that you’re excited about?"

Yes, a fuzzy coat with tassels from Bottega Veneta. I’m sad that the brand has changed designers, because their clothes are my favorite: extremely well made, and not overly designed.

Anna in Soho shopping at Liberty

Have you done your Christmas shopping yet?

Not yet. I can be so last minute! But going for a browse shortly in Liberty’s.

Anything you’re looking forward to buying as a gift this year?

I love buying scarves from small quirky brands to give friends and family, but Fortnum & Mason have some good ones as well. I’ll be getting my mother-in-law a bag. The husband is a bit trickier. He wants a watch, and I have no idea where to get one yet.

Have your shopping habits changed at all since the pandemic?

Yes. I tend to buy more from small brands and support friends who sell their own products. We should support small businesses during these weird times.

Liberty Twill Scarf

Kamira on Carnaby Street

What are you planning on buying today?

Things for myself, not for Christmas.

Have you done your Christmas shopping yet?

I’ve actually gotten most of it out of the way already, which is great.

Anything you’re excited to give?

I got my mum an iPad. She’s going to love it.

Have your shopping habits changed at all since the pandemic?

No. I don’t like shopping online, so I need to go into the stores to feel things in person. That’s stayed the same.

Apple iPad 10

Izzy in Oxford Circus

What have you bought today?

I bought baubles for my mom, because she loves them. Also, some leather trousers from Zara for myself, because they’re the perfect length for me.

Have your shopping habits changed at all since the pandemic?

Last year I bought a lot online, but now I prefer going in physically to look around. Didn’t realize I missed it so much.

Are you planning on doing anything special this year, since last Christmas was in lockdown?

Getting everyone better presents, that’s for sure. So far all I’ve bought is a chessboard, and some cheese, though.

Zara Faux Leather Pants

Ellie in Oxford Circus

What have you bought today?

I bought this coat from Zara that I’ve just decided to put on because it’s so cold! Also, some things from H&M Home because I’m moving house next week. I’ve been having a debate with my boyfriend on the color scheme, because he only likes navy.

Have your shopping habits changed at all since the pandemic?

Not really, because I normally thrift. I don’t normally buy anything, except today.

Have you done your Christmas shopping yet?

I’ve just been to Liberty’s for my mom, but other than that, still a long way to go. I haven’t seen my family since August, so I’m excited for intimate time with them.

Syrienna on Carnaby Street

Have you done your Christmas shopping yet?

I haven’t yet, annoyingly. I always leave to the very end.

Anything you’re looking forward to buying for anyone?

Something for my parents. My dad loves Stüssy, so I’ll raid the shops for something from there for him.

Have your shopping habits changed at all since the pandemic?

Yes, definitely. More shopping on apps like Vinted.

Are you planning on doing anything special this year, since last Christmas was in lockdown?

I definitely will look for extra special items. It’s fun to shop for other people.

Have you bought anything for yourself recently that you’re excited about?

Some Alaïa boots that I’m completely obsessed about.

Stüssy shaggy stripe cardigan

Alaïa lug-soled hiking boots

Tilly in Oxford Circus

What are you planning on buying today?

Nothing set in stone yet, mostly a browse for some Christmas shopping planning. I don’t actually know what I’m buying anyone yet.

Have your shopping habits changed at all since the pandemic?

Not really. I’ve always done a lot of shopping online.

Are you planning on doing anything special this year, since last Christmas was in lockdown?

Nothing specific, but I’ll be with friends and family, thankfully. Last year was just me and my dog, Dolly.

Marine in Mayfair on Bond Street

Have you done your Christmas shopping yet?

Yes, I’ve started. I bought some vintage vinyls for my dad. I’m spending Christmas in Paris this year, which is super exciting.

Where do you do your shopping mostly?

Either vintage stores in East London, or Liberty’s, because there’s such a nice curation there.

Have your shopping habits changed at all since the pandemic?

Not at all, still going into stores, and I love it. I recently just bought myself a gold jumper, which is quite festive.

By Malene Berger gold rib-knit top

Madeleine in Mayfair on Bond Street

Have your shopping habits changed at all since the pandemic?

More online shopping, which is new for me.

What have you bought today?

A Victoria Beckham dress for myself. In Norway we go out a lot in December, so I had to stock up on some pieces for that.

Have you done your Christmas shopping yet?

Not yet. I just started my new job, so I’ve been very busy. I’m looking forward to buying my mother a really nice purse.

Chris at Selfridges

Where are you going shopping today?

I’m going to Brown's to get some jewelry for myself. I want a statement ring for the festive period.

Have your shopping habits changed at all since the pandemic?

Maybe my taste and preferences have become more refined. I’ve been investing in great basics too.

Have you done your Christmas shopping yet?

Nope. I’m a last minute kind of guy, but I’m not actually huge on gifts. I prefer quality time, and taking people out for meals. It can feel a bit too transactional to purely give objects.

What have you invested in for yourself in the past year?

Some furniture, for the first time ever. Also, some Bottega Veneta sling-back puddle sandals in off-white.

Sylvia Toldedano malachite ring

Bottega Veneta slingback Puddle shoes

Amanda in Mayfair on Mount Street

What have you bought today?

You’re going to think I’m so boring! I borrowed a black vintage Alexander McQueen jacket from my friend, so I bought a black skirt from Versace to go with it. It’s funny because we always look at color, but then end up buying black.

Have you done your Christmas shopping yet?

“No, but I’m always excited by buying things for friends. For myself, I just bought some amazing gloves from Dolce & Gabbana with gold and pearls on them. Absolutely obsessed. I’m on my way to get my friend a coat from Yohji Yamamoto, actually.

Have your shopping habits changed at all since the pandemic?

Unfortunately, they have. I had to go online, which I’m not crazy about. Now, I’ve sort of carried on that habit. But I’ve also gone to the back of my wardrobes to bring out some fantastic pieces I’ve collected over the years.