With an increasing number of retailers choosing to extend their Black Friday sales into week-long (and, in many cases, month-long) sales periods, consumers have begun approaching the time-of-year differently, according to research from credit reporting and data company Experian and Reward, a customer engagement and commerce media platform.
An analysis of over 1.4 billion anonymised transactions across more than 4,000 retail brands found that October and December both outperformed November in terms of sales in 2024, representing more balanced, season-long spending by consumers. This trend is expected to be the same in 2025
What’s more, the times people are spending isn’t the only thing that’s changed; where people are spending has also evolved. Consumers now prioritise wellbeing and experiences, as well as turning to affordable and sustainable brands.
Domestic and international travel spend grew by 8.3% in Q4 2024, and is up 3.1% in 2025 so far. Meanwhile, gym and fitness sign-ups have increased by 9.4% year-to-date, while health & beauty spend is up 2.2%.
Overall, value-driven retail (+42% year-on-year), resale marketplace platforms (+21% year-on-year), and social shopping channels (+23.6% year-on-year) are growing rapidly. Interestingly, the growth in these areas is particularly strong in the 65+ age group, with value-driven retail up 53%, resale marketplace platforms 34%, and social shopping channels 50% in the older demographic.
“Consumer habits are clearly evolving and in today’s economic climate those changes are difficult to predict,” said Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I.
“Having access to accurate, comprehensive spending pattern insight, combined with smarter audience targeting, gives brands a much stronger chance of success. It ensures the right messages reach the right audiences across all channels, delivering value to both the brand and the consumer.”
