25 Jun 2025Research carried out by Bauer Media Outdoor has revealed that Britons are spending more of their disposable income when compared to a year ago. The report found that 38% of individuals experienced a rise in non-essential spending and that 36% have loosened their budgets and feel they can treat themselves more often. 26% have spent more on clothes, whilst 25% have splashed out on home improvements, and 33% of consumers spent on breaks and getaways. Spending patterns differed depending on generation: Gen Z spent on entertainment, whilst millennials purchased clothes and spent on travel. Commenting on the issue, Ben Hope, Marketing Director at Bauer Media Outdoor, said: 'Across the UK, there are consumers with strong spending power, in cities both big and small. This report helps brands better understand and reach those audiences through smarter, more targeted Out of Home advertising.'