UK Consumer Spending Declines in 2025 Despite Growth in Discretionary Categories

Card spending across the United Kingdom contracted by 0.2 per cent year-on-year in 2025, marking a significant reversal from the 1.6 per cent growth recorded in 2024. The decline reflects heightened consumer caution regarding household budgets, particularly for essential purchases, according to Barclays’ latest consumer spending report, which analyses hundreds of millions of customer transactions nationwide.

Essential spending registered a notable decline of 2.3 per cent during 2025, a substantial deterioration from the 0.9 per cent growth observed in the previous year. This contraction occurred against an inflationary backdrop, with the Consumer Prices Index standing at 3.2 per cent in November, suggesting real-terms pressure on household purchasing power remains acute.

Non-essential categories demonstrated resilience, however, with aggregate spending rising 0.8 per cent year-on-year. Barclays attributes this divergence to consumers prioritising affordable luxuries and experience-based purchases that deliver psychological value during periods of economic uncertainty. The phenomenon underscores a behavioural shift amongst UK households balancing financial prudence with quality-of-life considerations.

The pharmacy, health and beauty sector emerged as the strongest performer, registering growth of 9.5 per cent. This expansion reflects the so-called lipstick effect, whereby consumers gravitate towards small indulgences when broader economic sentiment deteriorates. The sector’s performance suggests that accessible premium products continue to command consumer attention despite tighter budgets elsewhere.

Travel expenditure increased by 2.7 per cent, albeit at a decelerated pace compared to prior-year comparisons. The entertainment category expanded by 4.3 per cent, propelled by major live events including the Oasis Live ’25 Tour, Coldplay’s Music of the Spheres World Tour and Sabrina Carpenter’s Short n’ Sweet Tour. The cinema release of A Minecraft Movie contributed additional momentum. Streaming services capitalised on popular programming, including The White Lotus, Severance and Adolescence, reinforcing the experiential spending trend.

Karen Johnson, head of retail at Barclays, observed that whilst confidence in the broader UK economy has deteriorated, households maintain robust confidence in their personal financial management capabilities. This dynamic has sustained performance across travel, entertainment and beauty categories despite macroeconomic headwinds.

Supermarket spending contracted by 1.7 per cent amidst persistent food inflation, whilst the home improvement and DIY sector declined by 2.3 per cent, notwithstanding isolated growth at furniture retailers and garden centres. Department stores experienced a pronounced 6 per cent reduction in transaction values, reflecting structural challenges facing traditional retail formats.

More than one-third of consumers now utilise artificial intelligence tools to identify optimal pricing and promotional offers, with Generation Z demographics leading adoption rates. This technological engagement illustrates evolving consumer sophistication in navigating inflationary pressures through data-driven purchasing decisions.

Heightened price sensitivity has prompted retailers and manufacturers to employ strategies including skimpflation, whereby product quality or ingredient specifications deteriorate without corresponding price reductions, and shrinkflation. Barclays reports that over three-quarters of consumers expressed concern regarding shrinkflation practices during 2025, as businesses attempt to preserve margins whilst retaining price-conscious customers.

A separate KPMG survey reveals that 58 per cent of Britons perceive economic conditions as worsening, compared with 43 per cent at the beginning of 2025. Half of those anticipating further deterioration indicate they are reducing discretionary expenditure. Looking ahead to 2026, only 13 per cent of consumers project higher discretionary spending compared to 2025 levels.

Regarding near-term intentions, 42 per cent of consumers plan no significant purchases during the first quarter of 2026, though 25 per cent intend to allocate resources towards holiday expenditure. This bifurcation suggests that whilst large-ticket item purchases face continued pressure, experience-based spending may demonstrate relative resilience provided employment conditions remain stable.