What Spring Looks Like for UK Shoppers in 2025

The first warm days of the year always bring a sense of possibility. For many consumers, Spring is the moment to refresh living spaces, wardrobes and daily routines. In 2025 that instinct remains strong, yet it unfolds within a more cautious economic climate.

Airtime surveyed more than 6,200 members to understand how shoppers are affected by the current economic climate and how this is shaping their approach to the new season. 

Unsurprisingly, consumer sentiment continues to be shaped by the cost of living in the UK. Just under half of members surveyed describe themselves as 'somewhat concerned' about their personal finances, while a further 18% say they are 'very concerned', combined this accounted for almost 70% of Airtime’s members surveyed, whilst 28% say they feel neutral towards the effect of the economy on their finances. 

This uncertainty is reflected in consumer's approach to spending. 47% of respondents say they are managing their budgets carefully but they're still allowing for the occasional splurge, and 23% are actively cutting costs in as many areas as possible. Just 3% describe themselves as spending more freely than before.

Nearly half are ready to invest in a ‘Spring Refresh’
Despite ongoing economic pressures, 49% of respondents say they are open to some form of ‘Spring refresh’ or seasonal update. Among this group, 64% intend to refresh their homes in some way and 30% are looking to update their wardrobes. 

There also appears to be stability in spending, reflected by almost half (43%) of members saying they’re looking to spend the same amount as last year and 10% anticipating spending more. 

Investments also remain relatively high, 42% of those planning a refresh say they expect to spend more than £500, and nearly 70% anticipate spending at least £200. Only 9% of members surveyed are looking to spend below £50 on personal and home updates.

Where consumers are still choosing to treat themselves this Spring

Even in a more value conscious climate, shoppers are continuing to spend on the moments that matter. When asked where they would be most likely to treat themselves this season, even if it meant spending more, Airtime members highlighted a blend of experiences and personal care.

Eating out was the most popular choice, selected by 55% of respondents, with travel and holidays close behind at 50%. Clothing was chosen by 39%, and beauty or skincare by 34%. Members could choose more than one category, showing that self treating spans across different aspects of daily life, from in person moments to personal wellbeing.

These findings reflect a broader trend in consumer behaviour. According to Mastercard's latest Experience Economy report, half of British consumers plan to increase their spending on experiences in 2025 compared to the previous year. Travel, food and live events remain top priorities, with four in five people saying that spending on experiences is usually, or always worth it.

This intent is echoed in the way consumers approach lifestyle purchases more broadly. While experiences lead, they are closely followed by spending in categories such as clothing, beauty and skincare - areas often seen as affordable luxuries that deliver personal value.

These categories have shown resilience during previous periods of uncertainty and are often linked to a pattern observed in the early 2000s, ‘The Lipstick Index’, coined by Estée Lauder chairman Leonard Lauder which refers to the tendency for consumers to shift discretionary spend towards small, affordable luxuries during times of financial uncertainty. Items like lipstick or skincare can offer a sense of control, confidence or comfort without requiring a major financial commitment.

This pattern appears to be repeating. While many consumers are holding back on larger purchases, smaller treats that offer an emotional or personal benefit continue to hold their place. Whether its a meal out, a new outfit or a beauty product that helps people feel better in themselves, these categories remain part of how shoppers look after their wellbeing.

Inspiring Spend in a value conscious climate

Across both home and fashion, the presence of a relevant reward or loyalty offer plays a significant role in driving purchase decisions. Among Airtime members considering a home related purchase, 96% said a reward could influence or definitely influence their choice. Fashion follows closely, with 86% of members saying a loyalty offer could persuade them to shop with one brand over another.

This influence is not confined to single categories. Loyalty and rewards programmes now factor into how people shop across the board. 60% of Airtime members say they actively look for a loyalty scheme when deciding where to spend. For many, it is no longer a nice to have, but an expected part of the experience.

When asked what makes a loyalty programme most attractive, 43% of respondents prioritised ease of use and simplicity in earning rewards. Programmes that also capture spend across both online and in store were selected by 26%, while 24% said personalisation was the key factor in keeping them engaged.

In a climate where every purchase is considered more carefully, loyalty is not just about rewarding the transaction. It is about reducing friction, supporting value-driven decisions and helping customers feel confident they are spending well.

Marketers have an opportunity to connect with consumers in ways that are meaningful, impactful, and growth focused. With Airtime as your partner, your brand can not only adapt but lead the charge into the next era of retail success.

Get in touch with Airtime’s retail specialists today to discover more about how we can help your brand.