What are Brits' non-negotiable monthly treats?
Whether it’s a Monday morning coffee on your commute to work or a splurge on dinner with friends, a little treat now and then can go a long way in boosting your mood. And it looks like Brits have truly embraced this trend, with more people regularly indulging in small luxuries and setting aside space for them in their monthly budgets.
But what’s behind this surge in intentional indulgence? And why have little luxuries become so important? To get a better understanding of this shift, SumUp surveyed 2,000 UK adults, uncovering their non-negotiable luxuries, the differences between essential and nice-to-have treats, and how budgets are being adjusted to ensure there’s scope to indulge.
The importance of monthly treats for Brits.
Brits are increasingly turning to small indulgences to boost their overall wellbeing. In fact, we found that for 72% of people, a ‘treat day’, where they allow themselves to indulge in something they typically wouldn’t, is either fairly or extremely important to them.
53% of people said that it boosts their mood, while 36% experience reduced levels of stress and anxiety when treating themselves. However, 22% of Brits still have financial concerns when indulging, as although they enjoy it, they worry about stretching their budgets too far.
What treats do Brits deem necessary in their monthly budget?
With the increasing importance of these small luxuries, many Brits are allocating a portion of their monthly budget to treats, just like they would with groceries and utility bills. For instance, we found that 32% of people consider takeaways a necessary indulgence, while 29% set aside monthly funds for takeaway coffee. What’s more, 26% of Brits view dining out as a must-have.
Diving deeper into our findings, we found that 25% of people allocate funds for streaming services, while 18% prioritise travelling abroad. Entertainment is another luxury many Brits can’t go without, with 17% spending on cinema trips, concerts, and more. Other non-negotiables include:
Skincare products or cosmetics (18%)
Travelling abroad (18%)
Books (17%)
Hairdresser or barber appointment (17%)
But how much are people willing to spend on non-negotiables per month? Most people (31%) are spending between £26-£50, with 24% allocating £11-£25 monthly. A further 20% are spending even more on non-negotiable treats (£51-£100). Only 7% of Brits are spending between £101-£200 on their monthly treats, while just 4% spend over £200.
Essential vs. nice-to-have: How Brits prioritise their monthly treats
When it comes to specific monthly treats, there’s a clear divide between what people consider essential and simply nice-to-have. Some treats are non-negotiable, becoming a part of people’s monthly lifestyle, while others can be sacrificed if necessary.
33% of Brits consider streaming subscriptions an essential in their monthly expenses, even when their budget is tight. 27% also said that skincare and cosmetics are essential rather than nice-to-have, with 20% putting the gym and fitness classes in the same category.
On the other hand, 64% view dining out and takeaways as nice-to-have, along with new clothes and accessories (59%), and entertainment, such as cinema trips or gigs (56%).
Are Brits cutting back to afford treats?
The rising cost of living has undoubtedly had an impact on the ability to indulge in luxuries, with 58% of Brits admitting that they’ve had to rethink their self-care spending. 46% also said that they are now having to cut back on items they once considered non-negotiable.
However, people are still finding ways to keep their treat rituals intact, with many relying on money-saving methods. We found that 39% rely on discounts and vouchers, while 36% use cashback apps, rewards, and other loyalty schemes.
For others (31%), regularly putting away small amounts of money into a dedicated ‘treat pot’ helps, while 20% prefer to wait for deals like Black Friday before indulging. What’s more, 44% said that even if their income were to decrease, they would still try to find the funds to pay for their non-negotiables.
There are certain non-essentials people are cutting back on, too, such as takeaways (20%), social activities (16%), and dining out (16%), to make room for the treats they prioritise. Regardless of different priorities, it’s clear that Brits are still finding ways to fit small luxuries into their budgets.
How to tap into Brits’ love for monthly treats: Top tips for small businesses
With Brits increasingly prioritising their monthly treats, there’s a unique opportunity for small businesses to tap into this trend. So, if you’re a business owner, here are some practical tips on how you can align your offerings with consumer desire for intentional indulgence:
Loyalty schemes: Loyalty schemes that reward customers for indulging in regular treats are a great way to jump on the growing trend. If you run a café, for instance, why not consider offering a free drink or a discount on a bakery item after a certain number of visits? This not only rewards customers for returning, but helps them keep their treat budget in check.
Targeted promotions: With the rising cost of living impacting people’s spending habits, affordable indulgence is more important than ever. In light of this, there’s an opportunity for small businesses to create limited-time offers, including special discounts for first-time shoppers, ‘buy one, get one free’ deals, and even seasonal promotions. By catering to customer desires, you can attract more foot traffic and keep regular customers coming back for more.
Subscription-based services: Our survey revealed that subscription-based services are a part of many Brits’ monthly budgets, whether that’s beauty boxes, streaming, or other small treats. If possible, small businesses could consider offering subscription options that give customers something to look forward to each month, while also creating a steady and predictable stream of revenue.
And there we have it: an insight into the non-negotiable treats many Brits are making room for in their budgets. Whether that’s treating yourself to a takeaway at the end of a long week or picking up a coffee on the way to work, small indulgences provide that little pick-me-up many of us need.
For businesses catering to these small indulgences, having the right tools in place is key. In fast-paced environments like coffee shops, this often means a payment system that can keep up with demand, whether that’s quickly processing transactions or supporting loyalty schemes. The SumUp POS system is well-suited to small coffee shops, helping you keep queues moving while ensuring a smooth customer experience. For those looking to upgrade, our coffee shop POS systems can provide the efficiency needed to manage busy periods.
Similarly, SumUp payment solutions for salons and stylists are designed to streamline day-to-day operations. By accommodating multiple payment methods, business owners can create a smoother client experience and encourage return customers.
Whether you’re running a café, salon, or busy restaurant, visit the SumUp website or get in touch with our team to learn more.
Methodology
The survey was conducted by 3Gem and completed by 2,000 UK residents.
