With just weeks to go until Christmas Day, the festive season is in full swing but cost-of-living pressures are shaping how UK households approach big-ticket purchases. While shoppers are holding onto spend longer and timing upgrades around events like Black Friday, the appetite for products that feel special and worth the spend remains strong.
Here are some key takeaways.
Consumer Confidence & Timing
- The Golden Quarter matters most for BWS: 28.9% of annual BWS value lands in Q4, with some subcategories even more reliant. For example:
- UK Consumer Confidence Index fell to -19 in November, signalling cautious spending.
- Shoppers are delaying major tech and appliance purchases, often waiting for promotional windows to maximise value.
- Many products bought during the Covid boom are reaching end-of-life, creating upgrade opportunities – but only if brands deliver perceived value.
Innovation Drives Trial and Loyalty
- 2/3 of UK consumers have tried a new product because it was innovative or featured new technology.
- 80% of those who try an innovative product are likely to keep buying it, making innovation a powerful lever for acquisition and retention.
- Younger shoppers (18–34) are most innovation-driven (80% trialled due to innovation), but even 53% of 55+ consumers have tried something new for its tech appeal.
Ease of Use Matters – Especially for Older Shoppers
- Ease of use is the top reason for sticking with a new brand, as said by 77% of 55+ shoppers. Younger shoppers over-index in continuing to buy a brand because it felt personalised to their needs, indicating personalisation is an important aspect for that group.
- Improved experience and good support service also rank highly, reinforcing the need for stress-free, ready-to-enjoy products during the holidays.
Premium Touches Still Win – If Value Is Clear
“Consumers are willing to pay extra for tech and durables that deliver:
- High quality standards
- Superior function or performance
- Unique features not offered elsewhere
However, in a cost-sensitive climate, perceived value is non-negotiable.
Leadership Perspective
“As we head into the festive season, shoppers are holding onto their spend longer, with cost-of-living pressures influencing choices. Many tech and durable products bought during the Covid boom are reaching the end of their lifecycle, and savvy shoppers are timing upgrades around major sales events like Black Friday. Innovation remains critical: two-thirds of UK consumers have tried new products because they were innovative, and 80% are likely to keep buying if the experience delivers value and relevance. At Christmas, ease of use becomes essential, particularly for older shoppers, while innovation and premium touches can drive loyalty. Consumers are willing to pay more for tech and durables that feel truly valuable, through superior performance, high quality, and unique features.”– Neil Bellamy, Regional Customer Success Manager, Tech & Durables
What It Means for Retailers & Brands
- Lead with innovation that solves real needs
Position tech and durables as stress-free, time-saving solutions to capture loyal consumers. - Highlight ease of use and support
Even more so for older demographics, focus on making the product easy to use with clear instructions, intuitive design and strong aftercare. - Capitalise on lifecycle upgrades
Target consumers whose pandemic-era purchases are due for replacement, aligning offers with key sales events in the year and highlighting innovation with the benefits it brings to the consumer.
Unlock essential insights
Understand the latest consumer trends, views, and opportunities to win and drive growth across your channels.
