UK consumers are showing that inflation encourages more thoughtful, selective purchasing. According to new insights from Flowwow, a global gifting marketplace, and Admitad, an international performance marketing platform, shoppers are becoming more deliberate, prioritising items that offer genuine value and emotional satisfaction. With each purchase examined for relevance, practicality and personal meaning, the UK is heading into its strongest digital shopping season on record. Cyber Weekend spending is projected to reach £3.8 billion, approaching £1 billion in spend per day.
From mass discount hunting to meaningful self-reward
Inflation has prompted a clear change in behaviour. Shoppers now make fewer purchases, but place greater value on the ones they do make. Flowwow sees rising demand for personalised and emotionally driven gifts, including bespoke flower arrangements with messages such as “I love you” or “I miss you”, as well as self-rewarding home decor and seasonal items.
Slava Bogan, CEO of Flowwow, comments: “We are seeing conscious shopping becoming the norm. People are spending more time making choices, seeking personalised products that reflect their values.”
This shift is reflected in higher spending around key seasonal dates. On Black Friday, the average order value grew from £74 to £96. On Cyber Monday it increased further to £139, supported by strong interest in home decor, ornaments and personalised festive gifts. These categories illustrate the broader trend towards purchases that enhance personal comfort and carry emotional significance.
The UK’s evolving holiday shopping season
Admitad’s analysis of more than 300,000 UK orders highlights the same shift towards value-driven purchasing. Online orders increased by 5%, while GMV grew by 7%. Average order value rose from £46 to £49, and the share of mobile purchases increased from 27% to 31%. Within this broader trend, Cyber Monday recorded slightly more online purchases than Black Friday, with a 9% lead. These figures suggest that shoppers are increasingly deliberate in their choices, prioritising deals that feel genuinely relevant and personally worthwhile.
In terms of categories, fashion continues to lead with a 22% share, followed by electronics at 19% and home at 18.2%. Home goods also recorded the fastest year-on-year uplift at 17%, reflecting a growing interest in purchases that combine practicality with personal meaning and emotional value.
Outlook
Flowwow forecasts a 24% increase in Cyber Monday orders in 2025, supported by growing demand for personalised and locally sourced gifts and by the continued shift towards emotionally meaningful, considered shopping.