Nostalgia and escapism are increasingly shaping consumer spending habits in 2026, with a growing number of people prioritising experiences over material goods, according to a new report by Mastercard.
Experiences Over Possessions
The Mastercard Economics Institute found that approximately seven in 10 (71%) UK respondents said lived experiences are more important to them than ever. Nearly nine in 10 (88%) indicated they would be inclined to redirect spending from discretionary items towards experiences. The study, conducted with Trend Hunter, surveyed 2,000 people across the UK in April.
Digital Detox and Human Connection
Two-thirds (65%) of those surveyed are prioritising in-person experiences this year to balance online time. A similar proportion (62%) plan to attend events where smartphone use is discouraged. Natalia Lechmanova, chief economist for Europe at the Mastercard Economics Institute, noted: “We’re witnessing a significant shift across Europe as consumers reshape their priorities. Our findings point to something deeper than changing habits. As the pull of the digital world intensifies, they reflect a growing appetite for quality over quantity experiences, anchored in human connection.”
Top Experience Choices
For summer 2026, travel and tourism top the list, followed by food-related experiences, live events, films, heritage experiences, and theatre. Art exhibitions, wellness, family activities, and outdoor pursuits are also popular. Mastercard spending data shows UK consumers’ share of spending on experiences (excluding travel) rose to 23.3% in 2025, up from 22.3% in 2024.
Six Key Trends for 2026
The report highlights six trends driving the experience economy:
- Analogue escapism: Unplugged experiences like vinyl listening bars or still photography events.
- Community through shared passions: Events merging rave culture with wellness.
- Collective problem-solving: Gatherings to tackle modern life challenges, such as parenting workshops.
- Quality time with friends: Deeper shared experiences rather than quick catch-ups.
- Nostalgic experiences: Concerts reviving past cultural moments—like Oasis tours bringing back 1990s fashion and friendship groups. Half of UK respondents seek more nostalgia-based experiences, and 71% expect to participate in revivals.
- Independence and authenticity: Buying second-hand clothes and holidaying in lesser-known destinations. Over half (53%) plan to book activities through small and medium-sized enterprises (SMEs).
Courtney Scharf from Trend Hunter commented: “Consumers are adopting automation for efficiency but increasingly balance it by spending leisure time in ways that feel distinctly human. The more pervasive AI becomes, the more valuable personal experiences are.”
