From Sunrise Alarm Clocks To Sunbathing In Winter Clothes - How Brits Are Craving Winter Sun

From Sunrise Alarm Clocks To Sunbathing In Winter Clothes – How Brits Are Craving Winter Sun

Tuesday, Jan 13, 2026 0

56% of Brits admit they’re craving winter sun to lift their mood during the dark months, new research from MSC Cruises finds
Almost 1 in 4 people (23%) have sat outside in the freezing cold to get their sunshine fix
MSC Cruises has launched the ‘Sunbrella’, an umbrella with built-in SAD[1]lamps, to give sun-starved Brits a winter boost

Brits are going to extreme lengths to get some sunshine during the dark winter months, as new research commissioned by MSC Cruises highlights that nearly a quarter (23%) sit outside in the cold because it’s sunny, with 13% even sunbathing in winter clothes. Some take a simpler approach, with 40% taking Vitamin D supplements and 28% booking a flight to a sunnier location.

Craving Winter Sun

From sunrise alarm clocks to light therapy and even the latest TikTok wellness trends, Brits are trying it all to lift their mood during the dark winter months. Over three quarters (78%) believe that winter has a negative impact on their well-being, with 56% saying that they are craving sunshine to lift their mood and 77% get a mood boost from seeing sunny destinations on TV. Over two thirds (69%) of Brits say they’ve suffered from the winter blues and 59% are struggling more with the winter blues compared to previous years.

Getting through January

Nearly all Brits (95%) agree that it’s important to have things to look forward to in January, from the little things that get the nation through the colder months, like indulging in some chocolate for a mood boost or going for a winter walk, to 41% of people saying that they book a holiday to escape the cold.

What helps Brits get through January
Eating some chocolate	47%
Turning the heating up	41%
Booking a holiday	41%
Wintery walks, wrapped up warm	33%
Wearing cosy socks	29%
Booking an exciting City break	28%
Ordering your favourite takeaway	24%
Binge watching a comedy	23%
Re-watching your favourite film	21%
Eating a huge bag of sweets	21%

The Solution

So, to shine a light – quite literally – on the nation’s winter challenges, MSC Cruises has developed the ‘Sunbrella’. The cutting-edge umbrella incorporates SAD (Seasonal Affective Disorder) lamp technology, letting users shield themselves from the rain while enjoying a warm glow and serotonin lift on even the gloomiest winter days.

According to the NHS, symptoms of SAD can include a persistent low mood, a loss of pleasure or interest in normal activities, irritability, feelings of lethargy, despair and difficulty concentrating. The Sunbrella has been especially designed to combat SAD, until the weather perks up or Brits can get away for some winter sun.

The “SADdest” cities

The study also found the UK’s cities that are craving the most sun, where residents can’t wait for the doom and gloom of January to be behind them. Leading the list is Belfast (67%), followed by Sunderland (60%), York (58%), Leicester(57%) and Manchester (51%), with Brits wanting to escape to the Caribbean (43%), Australia (31%) and the USA (25%) if money was no object.

Top 10 cities craving winter sun
Belfast	67%
Sunderland	60%
York	58%
Leicester	57%
Manchester	51%
Liverpool	49%
Glasgow	48%
Plymouth	48%
Sheffield	47%
London	45%

Holiday must-haves

When they eventually escape on holiday, getting some sunshine is the most important thing for Brits with 50% look forward to getting some sun. Temperature is of course important, with two fifths (40%) wanting 21-26 degrees whereas over a quarter (28%) would like to bask in 27-degrees or more for their winter escape.

When it comes to their next holiday, 62% of people are ready for the beach, 42% fancy a city break and almost a third (31%) want to set sail on a cruise, with almost half (47%) happy to spend up to £1,000 and over a quarter (28%) will pay up to £2,000.

As experts in winter sun, MSC Cruises offers cruises to the Mediterranean, Caribbean, Canary Islands, Dubai, and beyond, with numerous amenities onboard to keep couples and families entertained at sea.

Antonio Paradiso, VP of International Sales at MSC Cruises, said: “Our research shows just how much people across the UK are longing for sunshine this winter. The Sunbrella is a playful and eye-catching way to bring that feeling to life, but nothing compares to the real thing. An MSC cruise offers the best holiday ever, combining brighter days, warmer destinations and outstanding hospitality all in one unforgettable experience. We’re happy to give guests the chance to swap grey skies for sunshine so they can enjoy the very best of cruising wherever their journey takes them.”

For those seeking an escape from Britain’s winter greyness, MSC Cruises offers a wide range of winter sun holidays. With prices starting from just £449 per person to the Caribbean on the 2nd March 2026 aboard MSC Seaside, now is the perfect time to book your sunshine escape.