Brits’ annual lifestyle apending hits almost £30,000, research shows
Despite economic pressures, lifestyle spending remains a core part of UK consumer behaviour. While nearly a quarter of adults find it difficult to get by financially, emerging data suggests that Brits still want to spend money to fuel their lifestyle – sometimes even to try and keep up with the Joneses.
In fact, a new study by Aqua reveals that 80% of Brits agree that their lifestyle spending reflects their personal values or identity. The study, which surveyed 2,000 UK adults, also uncovers the nation’s lifestyle spending habits, the powerful role of social media in driving financial decisions, and how many of these purchases ultimately lead to regret.
Eating out tops the list of lifestyle spending categories, with over half of Brits indulging in restaurants and takeaways
At the top of the list is eating out at restaurants, with 56% of Brits spending money in this category over the past 12 months. This is closely followed by travel and holidays (51%), suggesting that despite ongoing economic pressures, dining experiences and time away remain central to the way Brits choose to reward themselves.
Takeaways (41%) and beauty (39%) also rank highly, reflecting a growing appetite for convenience and self-care, while physical self-care services (38%), such as hairdressers and manicures, further suggest the importance placed on personal presentation and wellness.
Lifestyle spend category | % of Brits who have spent money on the lifestyle item in the past 12 months |
Eating out at restaurants | 56% |
Travel and holidays | 51% |
Takeaways | 41% |
Beauty (e.g. skincare, makeup) | 39% |
Physical self-care (e.g. hairdressers, manicures) | 38% |
Concerts, theatre, cinema | 37% |
Going to bars/pubs | 35% |
Fashion | 35% |
Technology and gadgets (e.g. phones, tablets) | 33% |
Hobbies and creative pursuits | 33% |
Home entertainment (e.g. home tech, books, board games) | 32% |
Streaming, gaming and digital subscriptions | 27% |
Fitness and sports (e.g. running gear, gym memberships) | 27% |
Wellness and self-care (e.g. meditation apps, therapy) | 18% |
Personal development (e.g. courses, workshops) | 14% |
Going to nightclubs | 9% |
Brits are spending close to £600 per month on entertainment and leisure
Entertainment and leisure commands the greatest share of overall monthly spending. Brits invest an average of £581 per month on this category, which includes streaming services, concerts, hobbies, and home entertainment.
Personal growth and wellness (which includes things such as fitness, upskilling courses and therapy) follows as the second-largest spending category, with an average monthly spend of £494, reflecting a growing national focus on self-improvement and wellbeing. Close behind is travel, underscoring its continued importance in people’s lives.
Fashion and beauty sees a monthly average spend of £399, surpassing food and drink (£251) and technology (£246), indicating that personal style and aesthetics are still high on the priority list, even amid rising costs.
Interestingly, despite the popularity of eating out and social occasions, food and drink ranks fifth among the categories, suggesting that while frequent, these costs are generally lower-ticket compared to more identity-driven or aspirational spending areas.
Spending patterns vary notably across the UK. Men spend £309 more on fashion each month than women, while 25–34-year-olds are the biggest travellers, averaging £650 on holidays. Although most cities favour travel, Londoners prioritise fashion (£555), Manchester tops tech spending (£808), Sheffield leads nightlife spend (£863), and Southampton focuses on personal development (£470) above anything else.
“The data paints a clear picture of where the real financial pressures lie in 2025,” says Sharvan Selvam, Commercial Director at Aqua. “While categories like travel and entertainment remain popular, it’s lifestyle-led spending on fashion, tech, and personal development that’s quietly eating up the biggest share of monthly budgets. For households trying to manage their budgets, understanding where the largest chunks of money are really going is the first step to taking back control of their spending.”
Lifestyle spend category | Average total spend per month |
Entertainment and leisure | £581 |
Personal growth and wellness | £494 |
Travel and holidays | £434 |
Fashion and beauty | £399 |
Food and drink | £251 |
Technology | £246 |
70% of Brits admit social media has influenced their spending – yet 61% say they have regretted their purchase
More than 70% of adults admit that social media has influenced their lifestyle spending, demonstrating the impact digital platforms have in driving purchasing decisions.
Facebook (49%) emerges as the single most influential platform, followed closely by Instagram (47%) and TikTok (42%), revealing a clear dominance of visually led, trend-driven content is what fuels spending habits. Meanwhile, YouTube (37%) continues to hold a strong position in product discovery and research, while platforms like X (14%), Pinterest (12%), and Snapchat (9%) seemingly influences more niche audiences.
Facebook drives spending for over 35’s, but unsurprisingly, TikTok dominates Gen Z, with 78% of 16 to 24-year-olds saying they’ve been influenced to shop by what they see on the platform. Among those aged 25 to 34, Instagram takes the lead, swaying 61% of this age group.
However, this influence comes at a cost. 61% of adult Brits, an estimated 34 million people, admit they’ve regretted purchases made as a result of social media, trends, or peer pressure. This figure highlights the emotional and financial fallout of lifestyle spending, where the desire to keep up with online trends often outweighs practical considerations such as value or long-term usage.
“Social media helps people discover new products and services,” says Sharvan, “but it can also lead to more reactive spending, especially as the platforms are making shopping within the app even more accessible, such as the growing popularity of TikTok Shop. The key is being aware of this influence, so you can make financial choices that feel considered rather than impulsive.”
Social media | % of population influenced into buying due to the social media platform |
49% | |
47% | |
TikTok | 42% |
YouTube | 37% |
X (prev. Twitter) | 14% |
12% | |
Snapchat | 9% |
6% | |
4% | |
Threads | 2% |
Finance expert shares guidance to help Brits spend smarter and reduce financial regret
Sharvan says, “Lifestyle spending isn’t just about what you buy, it’s about how those choices fit into your overall financial picture. Whether it’s travel, hobbies, or beauty, the key is to stay in control of your budget while still enjoying the things you love. These simple steps can help you make your money work harder.”
Track your spending by category: Break down your lifestyle costs, from fitness memberships to dining out, so you know exactly where your money is going. Small, regular purchases can add up faster than you think.
Set clear monthly budgets: Assign a specific amount for discretionary spending. This allows you to enjoy lifestyle purchases while avoiding financial surprises at the end of the month.
Pause before you purchase: Social media can create pressure to buy instantly. Waiting 24 hours before committing to a non-essential purchase can help you decide if you really want or need it. And don’t be afraid to ask yourself ‘why’ you want to buy – is it just because of peer pressure? Or do you really need it.
Look for better value: Shop around for deals and discounts on services like beauty treatments or gym memberships, and make use of loyalty programmes to stretch your budget further.
Separate essentials from identity-driven spending: Travel, hobbies, and fashion are part of modern life, but understanding which costs are “must-haves” versus “nice-to-haves” will help you prioritise without cutting out enjoyment.
Review and adjust regularly: Check in on your budget monthly to see if your spending aligns with your financial goals. Making small tweaks early can prevent bigger issues later.