"New insights from global data and technology company, Experian, and Reward, global leader in customer engagement and commerce media, show that Black Friday has transformed from a single day into a season-long shopping event, with Brits now favouring experiences, wellbeing, and value-led purchases over traditional retail spending. By analysing year-to-date spending patterns alongside 'Golden Quarter' data from 2024, the research offers valuable insight into how people are likely to approach this year's peak festive shopping season."
"Looking at spending analysis across the year domestic and international travel spend grew by 8.3% in Q4 2024 specifically and has continued to climb in 2025 (+3.1% year-to-date). Alongside this evolution in spending habits, gym and fitness sign-ups have increased by 9.4% year-to-date, while health and beauty spend is up 2.2% year-to-date. Within this, nutrition sales have also risen by 5.6% year-to-date, highlighting continued consumer investment in wellness and self-care."
Analysis of over 1.4 billion anonymised transactions across more than 4,000 retail brands shows Black Friday's importance as a single-day event has decreased while the broader trading window grew more than 10% versus 2023. October and December outperformed November in 2024, signalling a move toward a season-long festive shopping pattern expected to continue into 2025. Consumers are prioritising wellbeing and experiences, with travel spending up in Q4 2024 and rising year-to-date in 2025. Gym sign-ups, health and beauty, and nutrition sales increased, while value retail, resale marketplaces, and social shopping channels posted strong year-on-year growth.
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