UK consumers projected to spend £17.9bn during Golden Quarter

UK consumers are projected to spend £17.9 billion on gifts and personal purchases during the upcoming ‘Golden Quarter’, spanning from Black Friday in October through post-Christmas sales in January. According to a report by Epsilon, this averages to approximately £334 per person.

Despite high marketing budgets, the report suggests brands face a challenging landscape due to cost-of-living pressures. Findings indicate that 71% of consumers plan to cut back on non-essential spending, 68% are seeking lower prices, and 63% intend to delay larger purchases.

However, shoppers are not cutting spending entirely but are instead becoming more selective. Nearly half of respondents plan to continue occasional indulgences, with many prioritizing quality over quantity. Additionally, cost pressures are driving brand switching, with 60% of consumers looking at groceries and others exploring fashion, beauty, and electronics to find better value.