Autumn in the GB brings cooler weather, shorter days and a modest lift in seasonal shopping trends. A new YouGov survey of 2,069 GB adults reveals that while most Britons don’t spend heavily on autumn-specific products, younger shoppers are driving interest in seasonal décor, cozy comforts, and autumnal treats. For retailers, these insights show both the opportunities and limits of autumn retail.

How many GB adults decorate for autumn?

Just 16% of GB adults decorate their homes for autumn, compared with 84% who don’t. But the age divide is striking:

  • 35% of 18-24 and 28% of 25-34 aged adults decorate their homes, compared with just 6% of over-55s.
  • 19% of women decorate their homes compared to 13% of men.

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What autumn products do Britons buy?

Even if decorations are rare, other autumn retail products resonate strongly:

  • Cozy fashion & nightwear: 31% of adults buy nightwear or slippers for autumn, with women (45%) far more likely than men (17%).
  • Seasonal hot drinks: 28% purchase autumnal drinks, rising to 47% among 18-24 and 47% among 25-34 age group.
  • Candles & baking: Autumn candles (19%) and seasonal baking (21%) also appeal, especially among under-35s.
  • By contrast, 46% of Britons don’t buy any autumn-specific products.

Where do GB consumers shop for autumn products?

Hybrid shopping habits dominate:

  • 45% buy both in-store and online
  • 39% shop in-store only
  • 12% shop online only

Adults aged 18-24 lean more in-store (51%), showing that physical retail spaces remain essential even for digital-first generations.

Why price and value drive autumn spending

When asked what would encourage them to buy more autumn-themed products:

  • Better prices (22%) came first
  • Better quality (17%) and offers (16%) followed closely
  • More variety (15%) was another motivator

Still, 56% say nothing would encourage them to buy, suggesting that GB autumn spending is modest and highly selective. To attract buyers, retailers must emphasise value, affordability, and seasonal quality.

What this means for retailers & brands

  • Seasonal décor is niche but growing among younger adults, a sign of future demand.
  • Cozy comforts and seasonal hot drinks are key growth categories, especially for young adults.
  • Hybrid shopping dominates, so strong online promotions paired with engaging in-store experiences are essential.
  • Price sensitivity is high. Promotions, bundles, and affordable seasonal ranges will resonate most.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on September 23-24, 2025, with a nationally representative sample of 2,069 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.