According to a recent study conducted by eBay Ads, UK consumers are diverting their attention from holidays to festivals this year. The survey, which included 1,000 participants, revealed that the upcoming festival season will be the largest in a decade, with 20% of respondents stating that festivals hold more importance to them than summer vacations. Additionally, 22% of participants expressed heightened excitement for the approaching festival season.
This shift towards prioritizing festivals over holidays should come as no surprise, considering the disruption caused by the pandemic in 2020 and 2021. Although 2022 saw a return to almost normal festival seasons, the absence of events in previous years has created a pent-up demand for festival experiences.
The research highlights the enthusiasm among Millennials for attending festivals this year, with 38% of those aged 25-34 stating a greater inclination towards festival attendance due to the lack of opportunities in previous years. Furthermore, 28% of this age group are planning to attend multiple events. Gen X consumers are also showing a strong interest in festivals, with 21% of those aged 45-54 planning to attend at least one festival this year.
The impact of this festival-focused mindset on the fashion industry is substantial. The study found that 21% of consumers have already initiated their festival essentials shopping, including clothing, footwear, accessories, and bags. Festival outfits, waterproofs, rain boots, sunglasses, hats, jewelry, rucksacks, and belt bags are among the top fashion items on consumers’ shopping lists for the coming months.
Interestingly, many festival-goers tend to make their fashion purchases closer to the event dates. eBay search data revealed a surge in searches for ‘bucket hat’ and ‘denim shorts’ in the week leading up to Glastonbury 2022, indicating that last-minute festival fashion shopping is a common trend.
Moreover, sustainability is emerging as an increasingly important factor for festival attendees. The survey found that 36% of respondents plan to purchase sustainable festival essentials, such as eco-friendly glitter or solar-powered lights. Additionally, 32% intend to buy secondhand clothing, showcasing a growing interest in eco-conscious fashion choices within the festival community.
In conclusion, the shift in consumer focus from holidays to festivals presents a significant opportunity for the fashion industry. With a surge in consumer interest, festival fashion has become a priority for shoppers, both in terms of trendy new purchases and sustainable choices. As the UK prepares for a summer full of exciting festivals, retailers should align their offerings with consumer preferences and take advantage of this festival-focused mindset.
Useful links:
– eBay UK
– Festival Insights
