Where Britons splurge—and where they save—on luxury goods

When it comes to spending on luxury, Britons are selective about where they choose to indulge. YouGov Profiles data shows clear patterns where consumers lean toward luxury versus basic purchases across eight product categories—especially across generations and genders.

Gadgets and footwear top the list of luxury spending

Among all consumers , footwear (46%) and electronics and gadgets (45%) are the top categories where Britons are most likely to spend more on luxury items. These are followed by household appliances (41%) and furniture and home décor (36%).

This suggests that when it comes to long-term, high-utility items or those associated with personal identity and status—like phones, shoes, or home furnishings—consumers are more willing to stretch their budgets.

Interestingly, food and groceries (31%) and personal care products (26%) fall on the lower end of luxury spending, indicating that day-to-day essentials are often where consumers are more price conscious.

Age matters: Gen Z splurges on tech, Boomers on the home

Younger Britons, particularly Gen Z, are the most likely to indulge in electronics and gadgets (53%), making it the top luxury category for this cohort. Yet their preferences shift when it comes to home-focused categories: just 28% prioritize luxury in furniture and home décor, compared to 43% of Baby Boomers and 41% of the Silent Generation.

Older consumers—especially those born before 1965—tend to invest more in their living environments. The Silent Generation, for example, shows high rates of luxury preference in furniture (41%), household appliances (46%), and footwear (49%).

In contrast, Millennials show a relatively balanced approach, with luxury preferences sitting just above average in nearly all categories. Their strongest leaning is toward electronics (49%) and footwear (46%).

Gender divide: Men splurge on gadgets and clothes

The data also reveals gender-based differences. Men are more likely to opt for luxury in electronics and gadgets (51% vs. 40%), household appliances (43% vs. 38%), and clothing (34% vs. 26%). Despite these divergences, luxury preferences in footwear are nearly identical between genders—46% for men and 46% for women.

A selective approach to luxury

Overall, the data suggests that high-cost, high-impact items like gadgets and appliances tend to attract luxury spending, while everyday consumables like groceries and personal care products remain more utilitarian purchases.

This nuanced consumer behavior underscores the importance for brands to align their positioning with category expectations. In markets where luxury is a priority, emphasizing quality, innovation, and prestige may resonate most. In others, value and reliability will be more persuasive.

Methodology:

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, region social grade and ethnicity.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, region social grade and ethnicity.