LONDON, Nov. 22, 2016 /PRNewswire/ -- For many of us Christmas Day is the most wonderful date of the year; at its best involving indulgence - in festive spirit, gift-giving, eating and drinking - with your family in a cozy dining room bedecked with tinsel and decorations. There's a lot to be said for the run-up to the big day too, and particularly those moments you spend with friends, enjoying Christmas dinner and traditions - with the family you choose. Friendsmas. The brilliant 21st century invention that means you can celebrate Christmas Day twice. It's when best friends get together with the sole aim of eating, drinking and being very merry, with gifts, knits, hats and crackers. British lifestyle and fashion brand Jack Wills has seen a trend among its customers - particularly twenty-somethings now living away from home - for celebrating Christmas with their friends about a week before Christmas Day. As such Jack Wills has announced a new festive moment in its honor - officially declaring the third Saturday of every December to be 'Friendsmas,' with the inaugural Friendsmas Day on Saturday 17th December 2016. On Friendsmas Day, Jack Wills will encourage its customers and fans to indulge, with their closest friends, in a day of festive food, Secret Santa, party games, bottomless glasses of mulled wine and as many selfie moments as possible before round two with the family.