Swindon has been dubbed the most Christmassy place in the UK.

The town beat big cities Sheffield, Newcastle, Belfast, Portsmouth, Plymouth, Cardiff, Liverpool, Derby, Hull and London to the title after search data revealed that the highest percentage of total Google searches that were specifically about Christmas and Christmas shopping in the entire country came from right here.

The Google Trends analysis of searches made between November 5 and December 4 was carried out by Hawkin’s Bazaar.

The toy company also found that Harry Potter, drones, and the videogame Fortnite were the top three most-searched-for toys on their website.

More to follow.