In 2025, British consumers continue to show a strong preference for experiences over material purchases. According to a Credit Connect poll of Barclays data, 57% would rather spend on memorable activities than on goods—up 5 percentage points since 2018—and 63% say they prefer sharing experiences over possessions.
Barclays’ transaction-based insights reveal that annual spending on entertainment is up 6.5% year-over-year, while travel spending has surged by 11.6%, further outpacing general non-essential expenditure, which grew by just 3.4%. Between June and September, UK adults expect to spend an average of £3,322 per person on experiences—holidays, events, eating out—contributing to a total projected summer outlay of £178 billion.
These figures illustrate more than just consumer spending—they reflect shifting values. Younger adults (18–34) plan to double their experience spending compared to over-55s, with averages of £5,531 vs £2,123 for the same period.
For brands and publishers, the implications are clear: content rooted in experiences—from travel guides and experiential gift ideas to wellness retreats—will resonate deeply with UK audiences. Focus on emotional storytelling, actionable tips, and experiential trends to create engaging, shareable content.
Sources: Credit Connect analysis of Barclays data; The Independent / Barclays summer spending report
