The latest Bauer Media Outdoor study reveals that UK consumers are increasingly spending more on non-essential items, with 38% reporting higher expenditures. This marks a recovery in consumer confidence, as a third are treating themselves more than last year. Notably, travel dominates spending, particularly among older demographics. Interestingly, regional insights show that places beyond major cities also exhibit strong consumer spending, challenging traditional beliefs. Emotional factors motivate spending, with over a third citing mood enhancement as a key driver behind their purchases.
"It's a common misconception that only big cities have consumer potential. Our insight challenges that theory."
"Over a third of participants cited mood improvement as their reason for spending."
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