British bank Barclays has released the 'Barclays 10 years of Spend' report, which analyses insights dating back to 2015, tracking consumer and economic confidence, and proprietary transaction data, revealing the key trends that have defined behaviour and spending patterns over the last decade, and providing an outlook for the years ahead.

Trends:

Value redefined: the new consumer mindset

In 2025, value isn’t just about price. Consumers are thinking harder about how and where they spend their money, and brands must evolve to keep up.

The rise of the savvy consumer

• 66% pay more attention to their budget than they did a decade ago
• 81% are concerned about shrinkflation and are becoming increasingly aware of pricing tactics
• 49% plan to reduce discretionary spending, with new clothes and accessories, eating out at restaurants, and takeaways emerging as the most listed cutbacks

What this means for brands

• Be transparent - avoid tactics that damage trust
• Build emotional connection - understand and tap into personal priorities
• Deliver relevance - focus on quality, experience and meaning

Consumer experience: where convenience meets connection

The future of customer experience will be defined by technology that complements, rather than replaces, human interaction. As innovations like artificial intelligence, augmented reality and voice recognition continue to shape retail, brand loyalty will depend on how well businesses balance seamless efficiency with meaningful, personalised service.

The human touch still matters

• 70% say warm, friendly service improves their shopping experience
• 52% prefer shopping in-store to see and feel products
• 46% value stores that create a special in-person environment

What this means for brands

• Balance digital and personal - deliver seamless shopping with a human touch
• Design for delight - use tech to remove friction, not add it
• Prioritise clarity - ensure pricing, returns and interfaces are simple and intuitive

Hybrid working: the ‘new normal’ reshaping how we spend

Hybrid working is no longer a temporary shift - it’s a structural change, reshaping spending patterns, with long-term implications for retailers, cities and workplaces.

A shift in daily habits

• 19% say they now spend more money in their local area than they did before the COVID-19 lockdowns
• 22% value local and independent businesses more than they did pre-pandemic
• 22% now have more products delivered directly to their homes

What this means for brands

• Optimise fulfilment - cater to near-home demand with flexible delivery and click-and-collect
• Rethink presence  - invest in suburban and community-level engagement, not just city centres
• Follow the rhythm - time campaigns and offers to the new midweek peak

The experience economy: moments over materials

From festivals to far-flung getaways, UK consumers are placing more value on experiences than possessions. Even in a cautious economic climate, they’re managing their budgets to make spending feel more worthwhile.

Notably, 13% say they feel less guilty about spending on experiences, while 16% prefer gifting experiences to physical items. And for many, the memories matter most: 63% would rather talk about something they did than something they bought.

Moments that matter

• Hospitality and leisure's share of spending (versus retail and wholesale) peaked at 37% in August 2024
• Consumer spending on travel has grown consistently in every month since April 2021
• Spending in entertainment has grown in 42 out of the most recent 48 months since May 2021

What this means for brands

• Elevate the emotional return - connect through joy, meaning or memory-making
• Quality counts - consumers are more discerning than ever. Stand out or risk being cut out of their spending plans
• Make it shareable - amplify brand reach by designing experiences that consumers want to talk about

The changing face of travel

Travel has bounced back, but not as we knew it. While international holidays are booming again, the prominence of staycations, social-led decision-making, and experience-first itineraries are reshaping how, where and why people explore.

What's trending now?

• 36% prefer staycations - supported by hybrid work and cost-conscious choices
• 38% of under-35s now prefer package holidays, highlighting a renewed interest in value-for-money and convenience
• Turkey now ranks 5th in UK spend abroad (up from 8th in 2019) - climbing the ranks due to its status as a more affordable alternative to traditional luxury hotspots, and the growing popularity of its aesthetics industry

What this means for brands

• Inspire digitally - influence discovery through social-first content
• Prioritise personalisation - tailor offers to values, budgets and life stages
• Build trust - transparency in pricing, cancellation and service matters more than ever

Treat yourself: the rise of beauty and wellness

From skincare routines to fitness memberships, consumers are increasingly choosing to invest in themselves. Beauty and wellness remain resilient, driven by digital culture, personal priorities and the pursuit of small luxuries.

A digital-first beauty boom

• 20% of all consumers - and 33% of those aged 18-33 - now spend a greater share of their income on beauty than they did 10 years ago
• 27% say they’ve started buying more ‘dupe’ products
• 44% of 18-34-year-olds invest more in skincare than they did a decade ago

What this means for brands

• Be aspirational and accessible - blend indulgent product offerings with inclusive pricing
• Acknowledge pressure - show awareness of mental health and societal expectations
• Lead with integrity - avoid exploitative trends and support informed choices

Property pressure: the rising cost of a place to call your own

Housing costs are eating up a bigger share of UK consumers’ income than ever before. In turn, financial planning and the attitude towards discretionary spending have changed.

An increase in home spending

• 38% of consumers say their rent or mortgage now takes up a greater share of income than it did 10 years ago, rising to 55% of millennials (29-44 year-olds)
• 5.6% average year-on-year growth in housing spend since tracking began in March 2023
• The sharpest spike seen to date is 12.2% growth in June 2023

What this means for brands

• Support financial flexibility - offer subscription models, payment plans or budget-friendly bundles
• Lean into practicality - create products or services that ease home life or boost long-term values
• Stay sensitive - use messaging that recognises financial pressure without playing on fear

Generational gear-change: how younger consumers are reshaping spending

Gen Z are coming of age. Their values, habits and digital fluency are set to define how, where and why money is spent.

Shifting values, rising influence

• 29% plan to prioritise spending on fun and memorable experiences over the next three years
• 30% admit to ‘doom spending’ – higher than the 21% national average
• 45% now prioritise sustainable brands more than they did 10 years ago

What this means for brands

• Live your values - align with causes and ethics Gen Z cares about, and follow through with meaningful action
• Design for identity - create products and experiences that help younger consumers express who they are
• Build community - foster spaces (digital or physical) that reflect new ‘third place’ dynamics

Ceaseless sales: how discount culture is reshaping retail

Sales are no longer seasonal events. They’re strategic, year-round opportunities. With price-savvy consumers constantly tracking value, brands must evolve their approach to promotions or risk losing relevance.

The Black Friday effect – and beyond

• There were 10% more transactions on Black Friday 2024 than in 2023
• Transaction volumes on the day itself were 84% higher than the daily average for the rest of the year
• Over the Black Friday weekend, retail and food and drink transactions were higher than at any other point during the year

What this means for brands

• Use promotions with purpose - tailor deals to drive loyalty, not just traffic
• Guard brand equity - avoid over-reliance on price to attract customers
• Empower smart shopping - help consumers feel in control with tools, comparisons and clear value communication

The rise of insperiences: why consumers expect convenience

Direct-to-door isn’t just a convenience - it’s a consumer expectation. The model has expanded far beyond takeaways into beauty, retail and lifestyle, redefining what it means to enjoy products at home.

At-home entertainment has transformed from a fallback to a first choice. With better content, technology and community, insperiences (at-home experiences) now compete directly with traditional out-of-home options.

Rewriting the rules of convenience

• 22% say they buy more products for home delivery now than before the pandemic
• Takeaway spending grew sharply after June 2020, but growth slowed in 2024
• 33% say they prioritise takeaway/D2D spending less than 10 years ago - suggesting more scrutiny and selectivity

What this means for brands

• Deliver dependability - meet rising expectations for speed, tracking and packaging
• Innovate formats - explore new ways to surprise and engage at home
• Champion purpose - use D2D as a platform for sustainability or social values
• Focus on flexibility - offer viewers control, choice and convenience
• Invest in immersion - quality visuals, sound and storytelling are key
• Tap into communities - create content that sparks discussion and drives social engagement

For the full report, visit home.barclays.