Brits Hit With Festival Fever, New Research Says

June 12, 2023
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© Wendy Wei / Pexels

New research from online marketplace giant eBay revealed that one in five Brits prioritizes festivals over summer holidays, fuelling a surge in sustainable fashion sales. 

As the festival season heats up, eBay’s survey indicates that it’s slated to be the biggest in years, reflecting the pent-up demand from years of pandemic-induced cancellations. 

A notable 20% of consumers are sidestepping traditional summer holidays, prioritizing festival experiences. Meanwhile, 22% of respondents are more excited about this festival season than previous years, signaling a shift in summer preferences.

While 28% of respondents are gearing up for multiple events, Gen X shows a substantial festival interest, as 21% of 45-54 year-olds plan to hit at least one festival. 

The research, which polled 1,000 UK consumers, revealed a focus on festival fashion pre-planning. More than a fifth (21%) have already started nabbing fashion must-haves – outfits, rain boots, waterproofs – for the upcoming months. 

The last-minute shopping trend will also make a comeback. In the week preceding Glastonbury 2022, searches for ‘bucket hat’ and ‘denim shorts’ surged by 30% compared to prior weeks. 

But many shoppers will shop for sustainable items. 24% of UK consumers said they are more likely to buy second-hand festival items this year, citing financial constraints. Additionally, over one in five (21%) feel more motivated to shop sustainably.

In a green twist, over a third of festival-ready Brits (36%) are embracing sustainability, planning to sparkle with eco-friendly glitter and light up their tents with solar-powered lights.


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