£17.9bn retail bonanza ahead for UK brands

The findings highlight a gap between marketer confidence and consumer caution as brands prepare for the key retail period

UK consumers plan to spend £17.9 billion during the Golden Quarter retail period, from Black Friday through to the January sales, according to a new study. The findings highlight a gap between marketer confidence and consumer caution as brands prepare for the key retail period.

UK advertising expenditure is on course to exceed £50 billion this year, according to AA/WARC, while audience growth has remained limited. Against this backdrop, the study suggests that brands face a relatively static pool of consumer spending and will need to focus on reaching the right audiences rather than simply increasing reach.

Marketer confidence contrasts with consumer caution

The research points to a divergence between how marketers and consumers view the months ahead. While marketers are entering the Golden Quarter with confidence, consumers are adapting their spending rather than withdrawing from the peak retail period.

Shoppers are changing what they purchase, when they make purchases and which retailers they use. The findings suggest brands that plan around expected sales volume rather than observed consumer demand could face greater exposure during the period.

Consistent visibility can influence shopper confidence

The study examines how consistent brand visibility and trusted retail environments affect consumer confidence, including differences in how Gen Z responds to these factors.

It also looks at where consumers discover brands and how activity concentrated across three major platforms can affect marketers’ understanding of purchase intent.

Retailer-led peaks offer conversion opportunities

The research identifies the retailer-led shopping peaks that generate the strongest consumer conversion and examines where brands can find cost-effective reach across the second half of the year.

The report also outlines five practical actions for brands planning their second-half strategies against the £17.9 billion in consumer spending intent identified in the study.

The full report can be accessed here

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