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Three in 10 adults will celebrate Friendsmas this year - with December 20 the most popular day for it. The celebration sees friends come together to celebrate their own Christmas, often on a different day and in addition to the traditional family gathering.

Research involving 2,000 adults found Friendsmas is particularly popular among Gen Z, with 45% set to mark it this year. One in ten of Gen Z revealed they prefer Friendsmas to their traditional family celebration. The most appealing aspects of Friendsmas are having fun and socialising and enjoying good food. What's more, nearly a quarter of those who celebrate it consider the occasion to be 'more important' than other festive traditions like putting up Christmas lights or Secret Santa.

For 16% Friendsmas is a chance to enjoy the festivities free from family stress, while 16% like it because they can find out the latest gossip.

Caitlin Hoey, senior brand manager for ASK Italian which commissioned the research to highlight its "Full-on Friendsmas" offering, said: Heading out for a meal to share great food with great people isn't a revolutionary pastime, but there's a reason it came out on top in our research.

"After all, what beats gathering around a table with your favourite people? Friendsmas has been growing year after year and we're convinced it's here to stay, only getting bigger and brighter.

"It marks a cultural shift toward celebrations that are more inclusive, more meaningful, and all about the people you choose."

It emerged that those who celebrate Friendsmas have done so for nine years on average. Yet 47% of those taking part this year admit that agreeing on a date has been 'challenging'.

Typically, people enjoy Friendmas with five other friends they know from work, school, or university. The most popular things to do on the day include going out for a meal, having Secret Santa, and enjoying Christmas-themed games.

Other traditions include visiting Christmas Markets (22%), enjoying a festive movie marathon (18%), and having a Christmas jumper contest (13%), according to results from OnePoll.

Caitlin Hoey added: "We want to give people the best full-on Friendsmas experience. This sits right at the top of our Christmas list."