A study looked into the New Year's shopping resolutions of 2,000 Brits across the country, showing who will spend in each category and save the most.

Generations And Spending In The UK

The study conducted via OnePoll surveyed 2,000 respondents about their money plans this year. The results see gender and generation differences in spending mindsets, in the emerging new habits and product category choices.

Gen Z (41%) and younger Millennials (27%) expect to increase their spending on clothing more than older age groups, while the latter expect to spend more money on food. The study also revealed that over one in three people foresee an increase in their spending on food (36%) in 2025 compared to 2024, despite having money saving as their top New Year’s resolution.

Other product categories consumers are expecting to increase spending on include travel (31%), household items (23%), clothing (19%), entertainment (14%), drinks (10%), toiletries/cosmetics (9%), shoes (8%) and bags (6%); while one in five Brits (20%) is determined not to increase their spending on any products/services at all.

Top Then 2025 New Year's Resolutions

47% of Brits purchase products specifically to aid them in achieving their New Year’s resolutions, with 44% admitting to ultimately regretting these purchases.

When asked, the most popular New Year's resolutions for 2025 were:

• Save more money (42%)
• Exercise more (40%)
• Eating healthier (37%)
• Weight loss (28%)
• Travel more (23%)
• Emotional well-being (22%)
• Trying new things/being more adventurous (16%)
• Being more sustainable (13%)
• Cutting down on drinking (11%)
• Spending less money on eating out (8%)

Newer Vs Older Generations

There are also generational disparities when it comes to New Year’s resolutions. A high number of 18-24-year-olds (60%) and 25-34-year-olds (54%) cited money saving as their key goal for 2025. As the ages climb, saving money becomes less common among resolution-makers, with only 44% of 35-44-year-olds, 40% of 45-54-year-olds, 32% of 55-64-year-olds and 26% of 65 and over seeking to adopt frugal living. 

Gen Z and Millennials are more likely to focus on emotional well-being as a New Year’s resolution than older generations. Nearly one in three 25-34-year-olds (29%) and 18-24-year-olds (28%) chose emotional well-being as their focus for 2025. People aged 44 and over are 10% less likely to focus on it.

When asked about openness to new brands, Gen Z shopping habits suggest they are more likely to step out of their comfort zone and experiment with new brands than older generations. One in five (21%) of 18-24-year-olds and nearly a quarter of 25-34-year-olds (24%) claim to want to try new brands. That figure is almost three times higher than those aged 45 and over.

Food (47%), clothing (35%), household items (31%), toiletries/cosmetics (28%) and drinks (24%) emerged as the top product categories people are looking to try from a different brand. When it comes to main motivators for trying new products, the most popular responses were: when recommended by a friend (52%), when being exposed to advertising (23%), around specific occasions of the year (22%), the beginning of the year (20%) and when the product goes viral (18%).

Other 2025 Spending Insights

• Men (10%) are more likely to consistently stick to their New Year’s resolutions than women (6%).
• Millennials and younger, those aged 18-24 (27%), 25-34 (31%), and 35-44 (25%) are more inclined to try a new brand after being repeatedly exposed to advertising.
• The top reasons for trying new products are affordability, better product reviews, superior quality, brand reputation and dissatisfaction with a current product.
• Men (19%) are more likely to try new brands than women (10%).
• 1 in 5 (19%) of 18-24-year-olds are planning to increase their spending on toiletries and cosmetics, almost double what older generations are planning to spend on the same category.

The Takeaway From The Study

The study spanned across the country reaching all generations, but Gen Z and Millennials emerge for a contrasting or contradictory character. The younger population appears to be the most decisive when it comes to setting resolutions and intentions, yet the most sensitive to marketing stimuli, if not malleable.

Ben Hope, Marketing Director at Clear Channel, said: ‘’Our study shows that while the younger generations are prioritising money saving for 2025, they are also more open to trying new brands after becoming aware through advertising – particularly Gen Z and Millennials. This suggests they are a perfect target for marketers who plan to expand their reach.”

To access the complete report, visit the Clear Channel website.