A new survey has found that Brits have made an average of 21 regretful purchases this year totalling £608, with clothes, takeaways and shoes topping the list
In the run-up to Black Friday, a fresh survey has revealed the items Brits most regret splashing out on this year, with the much-touted air fryer landing fourth in the poll (12%), only surpassed by clothes (29%), takeaways (24%) and shoes (17%).
The study, conducted by all-in-one banking app thinkmoney, surveyed 2,000 Brits and found that just shy of two-thirds (59%) confessed to making at least one regrettable purchase, with the average Brit owning up to a whopping 21 regret buys this year, amounting to £608.
While it’s Gen Z who are making the most blunders, with 29 regret buys, it’s their elders, the millennials, who have squandered the most dosh, averaging at £963 – compared to £760 for Gen Z, who buy fewer items but at a higher value.
Phone cases ranked fifth in the overall poll (10%), alongside TV streaming services (10%) and mobile phones (10%). Supplements (10%) and perfume/aftershave (8%) came in eighth and ninth respectively, with electric toothbrushes (8%) rounding off the top ten.
Vix Leyton, a consumer expert at thinkmoney, commented: “We are more time poor than ever, and that is a huge driver of spending. Add to that the pathway from seeing something to buying it is now just a few clicks, so you can go from scrolling to checkout in under a minute. That is brilliant when you genuinely need something, but it is a problem when you are tired, stressed or trying to cheer yourself up.”, reports the Mirror.
“Millennials in particular are juggling work, family and life admin, which makes them especially vulnerable to emotional spending and the lure of little treats that feel deserved in the moment.
“But those same pressures also make them a target for trends that promise quick fixes, whether that is shoes for a ‘new you’ or supplements, wellness products and air fryer that claims to save time or transform your routine.
“All these can feel irresistible when you are looking for a little pick-me-up; the trouble is that good intentions cost money, and if the habit does not stick, the product ends up in the regret pile. Black Friday is a perfect hook for people in this mindset – and with the extra perceived jeopardy of the countdown being on to stop you taking a breath, checking the deal and assessing if it’s something you’ll need beyond the moment.
“Whether it is for Cyber Weekend, or just in general, override convenience and take the time to weigh up how much you want what is in your basket, and don’t forget to check how easy things are to return when the buzz wears off. Future you will thank you.”
When questioned about what swayed their purchasing choices, social media advertising emerged as the biggest game-changer.
Just over a quarter (27%) revealed that platforms like Instagram, TikTok or Snap influenced their decisions – a figure that rockets to 40% among Gen Z shoppers and 31% of millennials. The second most crucial influence came from mates’ recommendations (23%), closely followed by family guidance (22%) and conventional telly adverts (21%), which all trumped celebrity and influencer endorsements (12%).
Vix explained: “There is a battle every year for the best Christmas TV advert, but our data shows TV is not shaping people’s buying habits in the way it once did. Social media and peer recommendations have overtaken it. People buy what they see in their feeds or what their friends are talking about, not what appears in the advert break.”
Regarding which cities harbour the most remorseful shoppers, Belfast emerged as the undisputed champion of buyer’s regret.
Nearly three-quarters of folks in Northern Ireland’s capital (74%) confessed to purchases they later wished they’d avoided, with Bristol residents trailing behind (65%) and Liverpool claiming third spot (64%).
The study also probed Brits about essentials they simply couldn’t manage without, revealing fascinating overlaps between must-have and regret lists—most strikingly the air fryer, which secured 21% of responses.
Mobile phones dominated the indispensable items survey with more than half the votes (55%), whilst clothing—ironically topping the regret rankings—claimed runner-up position among necessities with just over a third (38%), and footwear, another frequent source of remorse, grabbed third place with 35%.
A sensible 27% of the population declared their laptops absolutely essential, whilst TV streaming platforms captured nearly a quarter of votes (24%).
BRITS’ MOST REGRETTED PURCHASES OF THE YEAR:
Clothes 29%.
Takeaways 24%.
Shoes 17%.
Air fryer 12%
Phone Case 10%.
TV streaming bills 10%.
Mobile phone 10%.
Supplements 10%.
Perfume 8%.
Toothbrush 8%
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