UK retail round-up 2025: key trends and insights

As 2025 comes to a close, YouGov data highlights how British consumers are navigating the retail landscape. From value-driven shopping to evolving attitudes around sustainability and luxury, this year’s trends show how spending habits are shaped by broader economic pressures, cultural moments, and personal priorities.

Consumer spending and budgeting trends

Cost-consciousness continues to define shopping in 2025. As shown in our holiday meals study, 31% of Britons are budgeting between £100 and £199 this year, with many opting for lower-cost alternatives and scaled-back celebrations. Concerns around shrinkflation remain high — 80% say they’re concerned about it, but only 36% report switching brands or stopping purchase of certain products in response.

At the same time, usage of Buy Now, Pay Later (BNPL) services remain common. About a third of British adults have used BNPL at some point, with younger women most likely to rely on it. Among frequent BNPL users, 68% are women, and 51% are Millennials.

On the other hand, Luxury spending habits tell a different story. Some consumers continue to splurge, but many are making careful trade-offs. Gadgets (45%) and footwear (46%) top the list of luxury spending. Meanwhile, food and groceries (31%) and personal care products (26%) fall on the lower end.

Shopping behaviour and preferences

Consumers remain focused on convenience and value. Free returns (72%) and convenience are top priorities, especially for online shoppers. Despite reports of retail closures, a sizeable proportion still prefer in-store shopping, especially for fashion and food.

Seasonal ranges influence shopping behaviour for 35% of Britons. Good service also matters, with 59% valuing polite staff above other service traits.

According to a recent report, supermarket brands that successfully balance value, clear communication, and product availability are the ones that earn the strongest customer loyalty.

Holiday and seasonal shopping

Seasonal shopping remains strong but more measured. Around 57% of Halloween celebrators plan only a week in advance, highlighting last-minute shopping behaviour. Black Friday and Cyber Monday still see high engagement, but interest declines with 35% saying they feel less interested than in previous years.

Download the full report on Britain’s appetite for Black Friday and Cyber Monday sales.

Beauty advent calendars are popular with 42% of 18–24-year-olds and 23% of women. Mother’s Day and Easter remain important gift-giving occasions, with 34% gifting flowers and 54% buying chocolate eggs, respectively. On Valentine’s Day, common plans include staying in (38%) and enjoying a relaxing day at home (23%).

Brand and product trends

In fashion, supermarket clothing brands continue gaining traction, with their affordability (69%), value for money (60%) and convenience (50%). M&S clothing improved its brand perception, particularly in quality and value. Topshop’s potential high street return asks the question – do the public actually want it back?

Elsewhere on the high street, Primark’s CEO resignation made headlines in 2025. However, YouGov data shows minimal impact on brand perception among the public, with opinion remaining stable across key brand health metrics.

Men step into the spotlight

While women have traditionally been viewed as the primary consumers of make-up, data suggests that young men are emerging as significant spenders. They are also embracing skincare more than ever.

Jewellery is another area where men are active consumers. According to YouGov Profiles data, a quarter of Gen Z British men (24%) have purchased jewellery for themselves in the past year, often buying necklaces or chains (33%) and watches (32%).

Meanwhile, interest in lab-grown diamonds is growing, with 49% of consumers aged 18–24 saying they are open to buying one — driven by affordability.

Retail rankings and e-commerce

In 2025, UK supermarket rankings remained competitive, with a mix of legacy and discount brands performing well. Tesco and Sainsbury’s are seen as leaders in Consideration. Women are more likely to favour Marks & Spencer and Waitrose, while men are more likely to favour Tesco Express and Morrisons.

Download the full report to know which supermarkets came out top with British shoppers

In e-commerce, delivery expectations remain high — with 47% saying their digital orders account for more than half of their overall shopping.

Download the full report to read what Britons expect from retail & delivery

Image: Getty Images