Campaigners wanting to shift the UK’s clocks forward an hour throughout the year have gained support from research by Thomson Holidays.
The poll of 957 holidaymakers reveals that 72% would go out more in the winter if they had more sunlight in the afternoon.
The issue of darker mornings – one of the key arguments put forward by those favouring the status quo – did not concern most of those questioned.
Only a fifth (21%) said they would prefer to have lighter mornings, with the sun continuing to set earlier than 4pm in winter. The survey results were released ahead of the clocks going back an hour this weekend.
It indicated that more light during the afternoon would boost spending, with more than 76% of respondents saying they spent more money socialising and entertaining in sunnier months than they did in the winter.
The nation’s craving for winter daylight also influences people’s choice of holiday, according to Thomson, with 87% saying that sunshine was the key factor when choosing a winter sun holiday and 86% saying that they just want to lie in the sun if they go on an overseas winter holiday.
Almost 80% of those who have taken a winter holiday in the last five years said it significantly improved their mood and lifted their spirits.
Other research has found that more winter daylight could boost the economy by £2.5 billion to £ 3.5 billion, potentially creating between 60,000 and 80,000 new jobs, while also saving electricity and consequently CO2 emissions.
Thomson Holidays spokeswoman Liz Bartlett said: “Our survey revealed a clear link between lighter days, socialising and spending. People find the lack of daylight in winter very depressing, making them more likely to stay at home and therefore spend less.
“The fact that people just want to flop in the sun on a winter holiday is a clear indication of the demand for sunlight in winter. It’s time to review the clock change, and bring a little more light into the British
public’s lives.”
The Thomson survey was undertaken to establish the extent of SAD (Seasonal Affective Disorder) and its effects on people’s eating, exercising and lifestyle habits, and choice of winter sun holidays.