Nearly eight in 10 Brits believe seasonal prices are 'inflated and unfair', with half citing holiday and travel costs as particularly unreasonable, according to a new poll. The survey of 2,000 adults, commissioned by mobile and broadband provider giffgaff, found that family days out, festivals, and events top the list of overpriced summer experiences.
Top Summer Gripes
Work commitments leave nearly four in 10 feeling left out, while overcrowded beaches, higher food and drink prices, and the cost of a '99 Flake' now far exceeding 99p are among factors stopping people from enjoying the perfect summer. One in 10 Brits are irked that a Flake ice cream costs much more than the traditional 99p.
Summer Expectations vs. Reality
Despite summer being the nation's favourite season, one in six adults feel it never quite lives up to expectations. Nine in 10 Brits look forward to the season, with 39% claiming it's their favourite, yet 13% believe summer is often 'better in theory than reality'.
FOMO and Hidden Costs
A separate poll of 2,000 adults found that 45% are most likely to experience FOMO (fear of missing out) during summer. Of those, 53% say missing plans or events stops them fully enjoying the season. Cost plays a role for 31%, while work commitments leave 36% feeling left out. Holidays abroad (36%), festivals or concerts (27%), and major sporting events (15%) are among the experiences people most often miss.
Half of respondents cited holiday and travel costs as unfair, with nearly three in 10 having experienced unexpected roaming charges abroad. In general, 59% believe it's easy to get caught out by hidden costs from connectivity providers.
World Cup Viewing Habits
With the World Cup in full swing, many are determined not to miss a moment. Fifteen percent admit to watching sport on their phones at work, while 23% have found ways to watch their favourite team while on holiday.
giffgaff's Fair-play Summer Fund
The research was commissioned by giffgaff, which has launched its Fair-play Summer Fund to give people the chance to fix an unfair summer moment. The provider offers unlimited data for £14 and broadband for £5 a month, aiming to give people more money to spend on those moments that matter.
Kate Dohaney, CEO of giffgaff, said: "Summer is the season we spend all year looking forward to, but our research shows that for many people it comes with catches. From rising costs and hidden charges to missing out on experiences, too many people feel summer doesn't always play fair. We're on a mission to tackle some of summer's stings, by helping people with data and broadband for less, so they have more money to spend on those moments that matter."
Top 25 Things That Get in the Way of Enjoying Summer
- Difficulty sleeping in the heat
- Feeling hot or uncomfortable
- Trouble keeping the house cool
- Sunburn or hay fever
- Feeling low on energy in hot weather
- Unpredictable weather
- Increased road traffic
- Crowded beaches
- Difficulty concentrating in hot weather
- Sweaty public transport journeys
- Having to work on sunny days
- Busy parks and outdoor spaces
- Over-tourism in popular UK hotspots
- Travel delays during peak periods
- Exercising in high temperatures
- Rain during bank holiday weekends
- The cost of UK staycations
- Higher food and drink prices
- Surge in pricing for travel
- Pressure to make the most of good weather
- Packed pub gardens
- A '99 Flake' costing much more than 99p
- The cost of travelling abroad during school holidays
- Devices overheating outdoors
- Ice cream melting too quickly
