UK holidaymakers boost spending, start trips with smarter deals

UK consumer research indicates a surge in pre-holiday spending, with almost eight in ten holidaymakers making purchases ahead of their trips this year.

Pre-holiday shopping patterns

A survey of 2,000 UK residents reveals that 77% of people plan to make purchases for their holidays, outpacing the 23% who do not intend to buy anything before travelling. The survey was conducted to explore how seasonal activities such as summer travel influence consumer expenditure.

The most popular categories for holiday purchases include clothing, underwear, sleepwear, and shoes, with 45% of respondents highlighting these items as their top priority. Alongside these, beauty and health products (34%), groceries and beverages (31%), books and magazines (24%), and travel accessories (23%) ranked among the most frequently bought items.

While traditional travel items top the list, more specialised purchases have also emerged. The report notes increased demand for items such as EU driving packs and fishing tackle, signifying a broader range of preparation habits among holidaymakers.

Timing and trends

Preparation begins well in advance for many travellers. The largest segment of shoppers (20%) reported buying their essentials anywhere from two weeks to a month before departure. A smaller proportion, just over one in four, begin preparations less than a week in advance. On average, consumers start shopping for their holiday about six weeks before travelling, opening a window for retailers seeking to engage these customers.

This shift in timing and purchasing variety has led to a near doubling in holiday shopping compared to the same period last year, according to AliExpress, an online retail marketplace.

Consumer behaviour

The survey highlights that consumers are price-conscious and tend to compare prices on several product categories before making a decision. The categories most likely to be closely examined include clothing and shoes (28%), groceries and beverages (23%), and home appliances and consumer electronics (19%).

Additionally, 70% of those surveyed expressed willingness to wait for sales or discounts, particularly on higher-value items such as home appliances, consumer electronics, clothing, and shoes.

Loyalty programmes (58%), discount codes at checkout (35%), and waiting for discount periods (32%) were identified as the most popular ways shoppers sought value for money. Survey respondents reported spending an average of GBP £795 online over the last three months and devoted more than 34 hours per week to browsing and researching products. On average, UK consumers purchased 11 items online in the same period.

Market response

Brits continue to place an emphasis on getting value for money, especially when they are already outlaying money for activities like travel, music festivals and concerts. We have seen an increase in consumers shopping at online marketplaces this year and AliExpress is a preferred destination for so many as it offers customers unbeatable options at affordable and competitive prices.

This statement was made by Bonnie Zhao, UK General Manager for AliExpress, in response to the survey findings.

Customer protection and service

AliExpress has implemented a range of initiatives to support shoppers in getting the best value. These measures include a Big Save Channel, which features well-known brands at competitive prices, and a Best Price Guarantee, enabling consumers to request a refund in the form of a coupon if they find a better deal on another platform within seven days of purchase.

These customer protections aim to provide a level of assurance and service that aligns with shoppers' demonstrated focus on value and customer experience when preparing for holidays.

The report reflects the evolving behaviour of UK consumers as they prepare for travel, with attention to early planning, a wider array of purchases, and an emphasis on securing value-driven deals ahead of the busy holiday season.