40% of UK adults overall, rising to 54% of 18-34-year-olds, placed more value on experiences, with 34% of those polled stating they would be “make sacrifices” to prioritise spending on experiences, found the research conducted by Opinium on behalf of Grant Thornton UK.
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While just under half of 18-34-year-olds said they had spent more on experiences this year compared to the last, because it “makes them feel good”. And just over a quarter (26%) said that experiences would be the last thing they cut back on when times are tough.
Tom Middleton, economic consulting partner at Grant Thornton UK, told The Times that shared experiences – those offering a feeling of unity similar to that felt during the World Cup through Britain’s sport, culture, heritage and experience – could offer “soft power [with] tangible economic benefits”.
“Getting behind the Three Lions brought the usual surge in sales of TVs, shirts and lager, but there were some unexpected winners too. Oasis streams soared, second-hand marketplaces took off and dating apps lit up during hydration breaks,” he said.
- Read the full story on The Morning Advertiser’s sister site, MCA, here.
