The upmarket bakery chain Gail's has ignited a fierce public debate after announcing that ten of its London outlets will remain open on Christmas Day. The decision, revealed via an Instagram post on Thursday, has drawn significant criticism from those who believe staff should be guaranteed the day off, while others have welcomed the convenience.
Christmas Opening Details and Public Reaction
Gail's, founded in 2005, stated that a select number of its bakeries would provide a "place for a coffee, a loaf or a familiar face" for customers on December 25th. As a gesture of thanks, the chain will be giving away a mince pie to anyone who visits. The ten shops, all located in the capital, will operate with varying hours, from 7am to 8pm on Shaftesbury Avenue to a shorter 8am to 3pm stint in Highgate.
The announcement was met with an immediate and divided response. Several social media users condemned the move, with comments labelling it "shameful" and urging the company to "give your staff the day off you ghouls." Concerns were squarely focused on employees having to work on a major national holiday.
Conversely, some customers supported the initiative, calling it a "wonderful thing to look forward to" for those seeking a coffee or a quiet moment outside the home on Christmas morning. The chain confirmed it would open as usual on Christmas Eve, with most bakeries reopening on Boxing Day.
Rapid Expansion and Financial Performance
The festive opening controversy comes as Gail's pursues an aggressive growth strategy. The company opened 36 new cafes in the past financial year, venturing into the south-west of England for the first time. It plans to have 40 new stores open by the end of February 2026.
Newly filed accounts show sales reached £278 million in the year to February 2025, marking an impressive 20% year-on-year increase. However, this growth came alongside rising costs. Pre-tax losses widened to £7.8 million from £7.4 million the previous year, attributed to investment in new stores and increased business and staff expenses. The workforce now exceeds 4,000 people, having grown by approximately 500.
The company's directors identified the retail bakery arm as the "faster growing and more profitable part" of the business, which also includes a competitive wholesale operation supplying stores like Waitrose and Ocado.
The 'Gail's Effect': Gentrification and Local Backlash
The chain's expansion has not been without local resistance, often centred on fears of gentrification and the threat to independent businesses. Recent openings in areas like Crystal Palace and Stoke Newington have sparked protests from residents and rival traders.
In Crystal Palace, independent cafe owners warned that the new Gail's, occupying a large former pub site, could "brainwash" customers and threaten the survival of smaller establishments in the area. A similar sentiment was echoed on Church Street in Stoke Newington, where locals feared their unique row of independent shops would be "ruined" and lose its soul.
Earlier this year, hundreds of Walthamstow residents signed a petition to stop a Gail's opening, concerned it would run local cafes out of business. The chain, valued at £200 million in 2021, has become a symbol of changing high streets. However, an analysis by MailOnline challenged the so-called 'Gail's theory' that its presence boosts local house prices, finding no meaningful effect on property value growth.
Gail's has defended its position, stating it "wholeheartedly supports independents" and is merely "one of many businesses" on the high street. The company emphasised its commitment to providing "high-quality, nutrient dense food" and growing "with purpose." As it prepares to serve mince pies on Christmas Day, the bakery chain finds itself at the centre of a broader conversation about retail ethics, community identity, and the cost of expansion.
