Voucher Shares Consumer Spending and Sustainable Fashion Research

Voucher Shares Consumer Spending and Sustainable Fashion Research

Are UK Consumers Going to Shop More Sustainably in 2020?

VoucherShares.co.uk commissioned the following research in November 2019. Over 1500 consumers based from around the UK were polled to understand their spending habits particularly in the lead up to and during Christmas.

Do UK Consumers Care About the Impact of Fast Fashion? The purpose of the research was to find out how many people buy a Christmas outfit and how often they wear it. And to understand how many people are considering the impact of fast fashion on the environment and ultimately are UK consumers shopping more sustainably in 2020?

How often do UK consumers buy a new outfit for the Christmas party season?

When asked ‘’Will you buy a new outfit for the Christmas party season?’’ 68% of respondents said they will buy themselves a new outfit for the Christmas party season

How often do UK consumers wear outfits and dresses?

When asked “Is it likely you will wear a new outfit/dress bought for the party season just once?” 51% responded ‘yes’.

How often do UK consumers buy a new dress/outfit for a big event, like a Christmas party or wedding?

71% of females always buy a new dress/ outfit for a big event like a Christmas party or wedding.

How many times do women wear dresses purchased for a special event?

When asked how many times they would end up wearing a dress bought for a special event, British females said only about 4 times.

Do women get excited buying a new dress?

27% of women said they get genuinely excited choosing a new dress for the festive season.

Are UK consumers going to shop more sustainably in 2020?

In 2020 25% of UK consumers said they would shop more sustainably.

Why do people buy fast fashion?

22% of UK consumers interviewed said they buy fast fashion to put them in a good mood.

Do UK consumers buy clothes similar to the ones they already own?

21% of consumers interviewed buy clothes that look identical to the ones they have already got.

Do UK consumers feel guilty about buying clothes?

19% of consumers feel guilty about the amount of clothes they buy.

Do women care if they wore the same dress as someone else?

19% of women said they would be mortified if someone wore the same dress as them.

How important is it to UK consumers to look the best dressed at a party?

12% said it’s their mission to always look the best dressed at a party.

Do UK consumers feel offended if they don’t get complimented on how they look at a party?

8% of people get offended if they don’t get complimented on how good they look at a party.

Do UK consumers wear the same dress to a Christmas party?

7% of people said they wouldn’t be caught dead wearing an old dress to the Christmas party.

How much do UK consumers spend on pampering at Christmas?

When asked how much they spend on pampering on anything from manicures, hair, tans and waxing, the average female Brit will spend £89.16 pampering themselves in the run up to their Christmas party, this is slightly higher for ages 16-29 at £105.33.

Do UK consumers feel like they have NOTHING to wear, despite having a wardrobe crammed with clothes?

72% of UK consumers feel like they have nothing to wear despite their wardrobe being crammed with clothes.

How much money do UK consumers spend on a new outfit or dress for a Christmas party?

When asked how much they will spend on an outfit/dress for this Christmas party season, on average respondents will spend £85.21 on an outfit for the Christmas party season. This is slightly higher for ages 16-29 at £113.52 and ages 30-44 at £106.61

What is the best part of a Christmas party?

When asked what your favourite part of a Christmas party, 54% said the food, 52% said the socialising, 49% said the drinks, 33% said good food, 24% said dancing, 22% said getting ready, 12% said flirting.

How many clothes do UK consumers buy for a party?

When asked ‘do you often order more than one party outfit online and then pick the best of the bunch’, 47% of respondents will often order more than one party outfit online and pick the best of the bunch.

What do UK consumers do with clothes they don’t want?

  • How many people donate clothes to charity? 38%.
  • How many people send clothes back to the shop for a refund? 36%.
  • How many people give clothes to a friend or family member? 28%.
  • How many people put clothes that they don’t want in the back of their wardrobe? 26%.
  • How many people throw clothes away? 11%.

Do UK consumers mind returning items bought online?

When asked if they think it’s a pain to return items they have bought online 81% said yes.

Do UK consumers wear an outfit more than once to a special event?

  • 41% said they don’t care if people seeing them wearing the same outfit twice.
  • 37% of people said they don’t mind if it was different people attending.
  • 20% of people said it’s ok if it was five years or more since they last wore the outfit.
  • 14% said they would wear an item more than once if it cost more than £150.
  • 6% of UK consumers never wear the same outfit to special event twice!

Do UK consumers feel guilty about buying fast fashion that’s cheap and cheerful but hardly ever worn?

55% of UK consumers feel guilty for buying fast fashion that’s cheap and cheerful but that they hardly wear.

Consumer Attitude Towards Sustainability in 2020

The news has been filled with the detrimental affects of fast fashion and it appears more people are sitting up and taking notice. However, the reality is there isn’t a huge enough shift in consumer spending habits and attitudes towards sustainability with only 55% feeling guilty for buying fast fashion and 11% of people actually throwing clothes away. Furthermore, when asked how many consumers would shop more sustainably in 2020 only 25% of people said they would.

With the majority of people still buying new outfits, despite a wardrobe full of clothes, and refusing to wear the same outfit twice we clearly have a long way to go to make significant enough changes. To positively impact the huge impact fashion and other spending habits are having on the environment we still have a long way to go.

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