Shoppers in the South West spend less on Christmas than anywhere else in the country apart from East Anglia, new research has revealed.
It shows British consumers expect to spend over £500 this Christmas on gifts, socialising and entertaining, with men emerging as the festive big spenders.
The figures for the average person in the South West is £451, the lowest behind East Anglia at £439.
The Christmas indulgence will be funded by a combination of income, savings and debt, and shoppers in Wales and the North East are set to spend the most over the festive period.
The findings are revealed in a poll of more than 2,000 consumers across the UK by financial and technology services company True Potential as part of the firm's Tackling the Savings Gap campaign, which was launched in 2013 to investigate the nation's savings and debt habits.
The figures also show that 33 per cent of consumers have set themselves a limit of £250 this Christmas while 12 per cent intend to spend more than £1,000 over the festive season.
True Potential's research also shows that there are large regional differences when it comes to the Christmas budget.
Managing partner David Harrison said: "The festive season is always a time when we see consumers spending more on gifts, socialising and entertaining.
"In spite of the hype and scenes associated with stunts such as Black Friday, what our research shows is that consumers have been saving up for Christmas over recent months and they are not planning a debt fuelled, extravagant Christmas."
