Nearly nine in ten (88%) UK consumers would redirect spending from discretionary items to lived experiences, according to a Mastercard survey. The study, conducted with Trend Hunter, found that 71% of respondents consider lived experiences more important than ever, with 65% prioritising in-person events to balance online time.
The research, based on a survey of 2,000 UK adults in April, revealed that 62% plan to attend events where smartphone use is discouraged. Travel and tourism top the list of preferred experiences, followed by food-related events, live performances, films, heritage activities, and theatre. Art exhibitions, wellness, family outings, and outdoor pursuits also featured prominently.
Mastercard Economics Institute data shows UK consumers' share of spending on experiences (excluding travel) rose to 23.3% in 2025, up from 22.3% in 2024. Natalia Lechmanova, chief economist for Europe at the institute, said: 'We’re witnessing a significant shift across Europe as consumers reshape their priorities... reflecting a growing appetite for quality over quantity experiences, anchored in human connection.'
Courtney Scharf of Trend Hunter noted: 'The more pervasive AI becomes and the more of our lives we spend online, the more valuable those personal experiences are.' The report also highlighted six key trends for 2026, including nostalgia-driven experiences (sought by 50% of UK respondents) and a preference for booking through small and medium-sized enterprises (53%).
