While Britain's high streets fell silent on Christmas Day, a handful of artisanal bakeries buzzed with activity. Gail's, the popular bakery chain, made the controversial decision to keep ten of its London shops open, drawing both criticism and a steady stream of customers seeking a festive coffee and a sense of community.
A Festive Gathering Spot Amid the Quiet
After the frantic last-minute shopping rush, the nation's retail centres typically empty as families gather at home. This year, however, Gail's offered an alternative. From Shaftesbury Avenue to Golders Green, selected bakeries opened their doors, with trading hours varying from 7am to 8pm. The move, announced on Instagram, was met with immediate backlash, with some members of the public branding it "shameful" and expressing concern for staff welfare.
Despite the online furore, customers swarmed to the open branches. At the Golders Green location, Lisa Blane told the Daily Mail she appreciated the community feel. "People can say what they want about Gail's but there's a nice community feel here today," she said, enjoying a fresh pastry. She highlighted the value for those alone on Christmas, suggesting it offered "a bit of joy" and companionship.
Other visitors echoed the sentiment. Alexander, who admitted he wouldn't usually choose Gail's due to prices, bought coffee for his family as a nice gesture. "I'll hand it to them, it's nice that people have the option to go somewhere this morning if they're alone and need cheering up," he conceded, though he still baulked at the £4 price tag for a coffee.
Voluntary Staffing and Mixed Promises
In response to the criticism, a spokesperson for Gail's emphasised that working on Christmas Day was a voluntary decision made by individual staff members. The company stated it was "proud" to open a limited number of bakeries to provide "somewhere warm and welcoming" for those who might need it, noting that not everyone celebrates the holiday.
The chain had promised a complimentary mince pie to anyone stopping by as a "small gesture of thanks." However, customers at the Golders Green store reported that this offer was not honoured, with patrons instead queuing for £4.20 lattes and purchasing boxes of mince pies. Staff reportedly said the day had not been as busy as anticipated.
For regulars like Zeny Acoba, the opening was a welcome bonus. "I always come here every day so it's a bonus that it's open on Christmas," she said, noting it was busier than usual. "It's a special day today and a lot of people want to start it with a really nice coffee, it's a Christmas treat."
Growth Amidst Gentrification Concerns
The Christmas Day operation comes as Gail's experiences rapid expansion and increasing scrutiny. The chain, which began as a wholesaler called The Bread Factory founded by Gail Mejia in 1993, was transformed by businessmen Tom Molnar and Ran Avidan, who opened the first cafe in Hampstead in 2005.
Sales totalled £278 million in the year to the end of February 2025, marking a 20% increase. However, pre-tax losses also grew to £7.8 million, attributed to investment in new stores and rising costs. The firm now employs over 4,000 staff and plans to open 40 new stores in England by February.
This aggressive growth has positioned Gail's as a symbol of gentrification for some. Independent traders, like those in Crystal Palace, have voiced fears that the corporate giant could threaten local businesses. A post from the independent Brown & Green cafe pleaded with locals to consider where they spend their money, stating, "it's tough out there and we are all fighting to stay afloat."
The Christmas Day opening, therefore, represents more than a simple business decision. It highlights the evolving nature of the British high street, the demand for community spaces on traditionally closed days, and the ongoing tension between rapid corporate expansion and local, independent retail culture.
