Six in 10 Brits will experience "sun withdrawal" now the clocks have gone back, according to research commissioned by all-inclusive holiday provider Club Med.
A poll of 2,000 adults revealed 45% long for warm temperatures as soon as they disappear, particularly following an unprecedented summer of sunshine. The abrupt change has left almost three in 10 (29%) booking or planning a sunny autumn or winter escape amid fears of "sun withdrawal".
Club Med brings sunshine to London's Southbank
Club Med marked the return to GMT by installing a giant SAD lamp at Bernie Spain Gardens on London's South Bank. The installation invited Londoners to take a moment out of their day, whether relaxing on a deck chair, soaking up the sunshine-inspired light or simply doing nothing for a few minutes.
The activation brought Club Med's 'The Art of Free Time' philosophy to life, highlighting the importance of taking time to switch off, both at home and on holiday.
Jérémie Hoss, managing director for Northern Europe & South Africa at the brand, said: "As the days get darker and daylight hours shrink, people are looking for ways to lift their spirits and make more time for themselves.
"Whether that's finding little moments of calm closer to home or booking a winter escape to look forward to, making time for wellbeing becomes all the more important.
"We wanted to bring a much-needed dose of sunshine to Londoners when they need it most, and give people the freedom to switch off, recharge and spend their time exactly how they choose."
Daylight's role in wellbeing
The study also found the importance of daylight for Brits, with 83% considering access to natural daylight and sunshine important to their overall wellbeing, including 40% who described it as "very important". Long daylight hours were the one thing 26% would choose to enjoy all year round, ahead of warm temperatures (24%) and blue skies (16%).
January was named the toughest month for mood and wellbeing by 35%, ahead of November (12%) and February (10%). To lift spirits closer to home, 42% take walks outdoors during daylight hours, while 38% watch TV or films and 37% spend time with friends and family.
More than one in five (21%) research or plan holidays for a seasonal boost, while 19% go one step further and book a getaway, according to OnePoll figures.
Autumn and winter escapes
Of those who knew where they would go for autumn sunshine, half would choose a destination for its warmth, while 33% prioritised relaxation and 32% wanted value for money. More than three quarters (77%) agreed that having a holiday booked gives them something positive to look forward to during the winter months.
Guaranteed sunshine and warmth were cited as the biggest benefits of an autumn or winter getaway by 38%, while 36% wanted to escape darker days and evenings and 33% valued having something positive on the horizon.
When asked where they'd most like to escape to for an autumn sunshine boost, Spain took the top spot (41%), followed by Greece (28%), Portugal (27%), Sicily (24%) and the South of France (16%). Cost and certainty also encourages booking a seasonal break, with more affordable prices (36%) the biggest incentive, followed by guaranteed warm weather (35%) and having plans to look forward to (3%).
Competition to win a Seychelles holiday
To give Brits something extra to look forward to this winter, Club Med is offering the chance to win an all-inclusive holiday to the Seychelles, including flights, dining, drinks and activities. The competition is open until 31 October, with entries submitted online.
Hoss added: "We're seeing how much people value having something positive to look forward to during the darker months, and a winter escape can offer more than just a change of scenery.
"But planning a holiday shouldn't add to the pressures of everyday life. We believe the real luxury is having the freedom to spend your time exactly as you choose.
"From exceptional dining to a wide choice of activities for all ages, every detail is designed to help guests leave the everyday behind, recharge in the sunshine and warmth and enjoy their holiday on their own terms."
