New research by Virgin Red – the rewards club from the Virgin Group – finds that the average Brit now spends a mere four hours a month socialising with friends – meeting up just twice in that period.

The poll of 2,000 UK adults found that regular social commitments with our loved ones have dwindled, with more than a quarter (27%) feeling that they are spending less time with their friends compared with a year ago. Distance (36%), a busy work schedule (35%) and family commitments (33%) top the list for barriers to spending more quality moments with friends.

Commitments to children hit those living in the Northeast hardest, as almost half (45%) say that this impacts the amount of time they have to socialise with friends. Overall, more than half (51%) of those with under 18s spend just one collective hour a week socialising with friends in person – with a third (35%) meeting them only once a month.

The research uncovered that Millennials, aged 25 to 34, are finding it the hardest to keep in touch, with almost four in 10 (37%) struggling to prioritise time for their mates compared with 35 to 44-year-olds (33%). However, moments together matter the most to Gen-Zs, aged 18 to 24, which is the only age group spending more time with friends this year rather than less (36 per cent versus 31 per cent).

When it does come to treating yourself to some ‘me-time’, more than one in 10 (12%) admit to craving quality time with their bestie over their partner – with those in Scotland most keen for a break (21%).

As the festive season approaches, the social calendar will be in full swing, and a third of Brits (31%) are on a mission to buck the trend and block dates in the diary with friends three times a week on average. But it is those with children eager to mix it up, as two in five (40%) plan to get in more catchups with friends – accepting just two precious moments during the entire month as a blessing.

While some prefer to come together and do simple things, such as having a meal together (59%), catching up over a cup of tea (49%), or going to the pub (45%), for others it’s making memories that matter most. More than half (58%) are looking forward to trying and experiencing new things together as they feel it would create a stronger bond between them.

To celebrate the feeling of sharing experiences and memories together, Virgin Red is giving away one thousand rewards at Westfield White City. Each reward is shareable with a friend, family or loved one, following research finding that almost three quarters of Brits (74%) agree sharing experiences with other people makes them feel better.

Visitors to the Points Board by Virgin Red could walk away with enough Virgin Points for a flight to New York or South Africa**, afternoon tea for two, a sailing onboard Virgin Voyages, or one of dozens of other shared experiences and adventures*.

Andrea Burchett, Chief Loyalty Officer and Managing Director at Virgin Red, says: “The festive period is often about spending time with loved ones. It’s the reason people travel across the country – or even the world – to share moments together. While many people struggle to find the time to get together over the year, it’s great to see many are planning to make extra effort this festive season to reconnect with friends and family.

“With Virgin Red there are hundreds of ways people can earn Virgin Points on their everyday spending, and in turn, use them when coming together for extraordinary experiences. So, whether you’re after a holiday escape to a sunnier spot, a dinner with a view, or just a coffee catch up – it could be on Virgin Red.”

The Points Board will be live for one day only (Thursday 9 November 2023) at Westfield White City (9am – 8pm) loaded with a range of rewards that can be enjoyed with Virgin Red. The public can simply head down to pick off a mystery ticket that resonates with them to reveal which reward they’ve got to share with their friend, family or loved one.

For those who can’t make it down to the Points Board, there’s still a chance to get your hands on an unforgettable prize. One lucky Virgin Red member will win a Virgin Experience Days voucher worth £2,500 to spend on making memories with the ones they love. That could get you 16 family trips to a top theme park, five two-night glamping breaks with activities, or 25 laser tag adventures with pizza!*** Enter on the Virgin Red app or website and answer an easy (ish!) multiple choice question to be in with a chance of winning.