A new study by Aqua reveals that fashion and beauty remain one of the strongest lifestyle spending priorities for Brits, with 35% of adults having spent money on fashion in the past 12 months. Despite inflationary pressures, the findings highlight how clothing, style, and personal presentation continue to play a central role in how people choose to express their identity.
The research, which surveyed 2,000 UK adults, shows that fashion and beauty attract an average spend of US $ 539 per month—a figure that surpasses both food and drink (US $ 339) and technology (US $ 332). This positions apparel and beauty as a higher-value lifestyle category, reflecting the importance of personal aesthetics in everyday life.
Interestingly, men spend US $ 418 more on fashion per month than women, a trend that suggests rising investment in menswear, grooming, and fashion-led identity among male consumers. Regionally, Londoners lead the way, allocating US $ 750 each month to fashion, ahead of other cities where travel, tech, or nightlife take precedence.
Social media is also a key driver behind this spending. Platforms like Instagram (47%) and TikTok (42%) dominate trend-led discovery, especially among younger consumers, who are more likely to purchase based on what they see online. However, this influence has a downside: 61% of Brits admit regretting purchases influenced by social media trends or peer pressure.
Sharvan Selvam, Commercial Director at Aqua, said, “Fashion remains one of the most identity-driven spending categories, but it’s also one where social media has the most influence. While platforms make style inspiration more accessible than ever, the risk is more reactive, trend-driven buying that can strain personal finances.”
