When Amazon Went Old School

Last week, something curious landed on my doormat: a colourful toy catalogue from Amazon.

At first, I was genuinely confused. A printed catalogue from Amazon? This felt completely offbeat for a brand that has built its empire on digital convenience and frictionless e-commerce. It seemed almost quaint.

But then I left it on the coffee table.

Technology continues to redefine customer experience, often focusing on remote and digital services that prioritise efficiency and scale. However, what happens when customers desire more than a technologically advanced response — when they simply want an authentic, human interaction? 

Our new insights come with an important warning: beware of outsourcing empathy to machines. This raises a key question for every organisation—do you know your company’s CX ‘moments of truth’? Those moments where authentic connection matters most to your customers. 

At The Harris Poll UK, we spend a lot of time listening—to what consumers are feeling, what they’re prioritising and how those choices are shaping brand relationships. And as we head into the 2025 festive season, the mood of the nation feels quietly optimistic.

Economic pressures may still be part of daily life, but people are finding new ways to create joy and connection. Even in tighter times, UK consumers are seeking moments that feel meaningful — swapping excess for experiences, nostalgia, and small everyday luxuries.

As we enter the final quarter of 2025, the wet weather and darker nights are making the heady days of summer feel like a distant memory. But does the national mood mirror the gloomy skies, or are UK consumers holding onto some positivity as we head towards year-end? 

According to the latest wave of The Harris Poll UK’s Optimism Index, the answer is… a bit of both. 

For more than a decade, the narrative around retail has been dominated by a single idea: online always wins. But even before the most recent headlines, cracks in that theory were beginning to show. After years of rapid e-commerce growth, many consumers are reappraising the advantages of physical shopping—and our latest data makes clear why.

The holiday booking window used to be predictable: January for the early birds chasing deals, March for the procrastinators, and a steady stream of last-minute bookings throughout spring. Our latest research reveals that something fundamental has shifted in how UK consumers approach their annual escape. Climate change has quietly moved from the "should consider" category straight into core decision-making criteria—and it's reshaping the entire travel landscape.

January has long owned the cultural spotlight as the season of resolutions and resets. But our latest research reveals a quiet shift that brands shouldn’t underestimate. September, long linked to the return to school, is emerging as a second New Year on the UK calendar—a fresh start that extends far beyond students and parents.

In fact, for many, September feels more like the real start of the year. After summer holidays and looser routines, people return with sharpened focus, renewed organisation and clear intention. At The Harris Poll UK, a Stagwell Company, we’ve found that consumers treat the end of summer as more than a calendar page turn—it’s a mindset shift. Customers are re-engaging. They're motivated. And they're looking for brands that support them through this transition.

The UK public isn’t turning its back on the news—it’s taking back control of it. Our latest research shows that while almost half of people (46%) say they check the news less often than before, this shift reflects intention, not indifference.

People are looking for balance, clarity, and content that supports their wellbeing. Far from switching off, they’re tuning in—on their own terms.

With recent headlines about ASOS closing accounts under a ‘fair use’ returns policy, our latest research provides a blueprint for retailers to navigate the fine line between customer expectation and operational sustainability—without damaging brand trust.

Free returns have become an industry norm. For many customers, they’re not a bonus feature—they’re an essential part of the online shopping experience. But behind this convenience lies a growing operational cost, fuelled by evolving customer behaviours.

Imagine this: you’re struggling with anxiety, debt, or a chronic health condition—yet you hesitate to contact your energy provider, fearing you won’t understand the jargon or that you’ll be treated insensitively.

You're not alone.

Research we conducted for the Vulnerability Registration Service (VRS) revealed that nearly a quarter of vulnerable individuals (24%) have avoided reaching out to brands altogether for fear they wouldn’t understand the information given to them. An additional 16% said the information provided by brands didn’t meet their needs while 28% have fallen into debt because of a vulnerability.

These figures aren’t marginal. They’re symptoms of a deeper issue: a customer experience ecosystem that inadvertently excludes those who need support the most.

Before running our latest survey, we expected to hear a wave of cynicism — that people were tired of brands trying to insert themselves into viral moments, especially those as chaotic and controversial as the Coldplay concert incident. We assumed the public might be fatigued by forced trend-chasing.

But what we found was more nuanced—and more optimistic.

While not everyone’s on board, a surprising number of people are open to brands engaging with viral trends—so long as it feels authentic, on-brand and done with purpose.

As the school summer holidays begin across the UK, the excitement from children is palpable – and so is the pressure on working parents. Between coordinating childcare, managing workloads, and trying to squeeze in a bit of family time many parents enter this season already stretched thin.

But this isn’t just a parenting issue. It’s a culture issue. And the organisations that get it right – those that embrace empathy, flexibility and trust – don’t just support families. They build better workplaces for everyone.

It’s official: second-hand is having a first-rate moment and Gen Z is firmly in the driver’s seat.

In a world increasingly defined by economic pressure and environmental awareness, the meteoric rise of the pre-loved market shouldn’t surprise us. What is striking, however, is the scale and emotional pull of the movement. Our latest research finds that 65% of UK adults have purchased a pre-loved item in the past year, rising to an eye-opening 90% among 18–24s. That's nine in ten young adults actively reshaping the retail landscape.

As we approached the midpoint of 2025, we asked consumers to take a moment to reflect on the goals they set at the start of the year. For many, this reflection comes with mixed feelings. 

Our research reveals that 50% of UK consumers are not on track with their 2025 goals, with women significantly more likely than men to feel they’re falling behind. The most common obstacles credited with getting in the way of progress are a familiar trio.

There’s good news on the UK economic front, and its news worth celebrating. Consumer sentiment has seen a significant uplift. The latest Maru monthly ‘Cost of Living’ survey of UK consumers shows an 11% increase in consumer economic confidence. We have been tracking sentiment around the cost-of-living since April 2021, and the recent results are the clearest sign yet that the national mood is shifting and that optimism is on the rise. 

Last week, headlines lit up with news that US courts had blocked some of Donald Trump’s proposed tariffs, a decision with potentially significant implications for global trade. While it’s an eye-catching development, and one that might have major consequences down the line, it’s worth asking: how much does this really matter to UK consumers right now?

The answer? Not as much as you might think.

Customer expectations have changed when it comes to home deliveries, and smart brands are delivering more to cater for the increasingly complex logistics in their customers lives. 

Half of UK consumers say that real-time, accurate delivery updates are more important to them now than before the pandemic, and perhaps surprisingly this is significantly higher amongst those with a hybrid working arrangement. Maru have undertaken research to better understand what’s driving this change, and to identify the make-or-break experiences within this crucial touchpoint. 

As Marks and Spencer continue to suffer through one of the worst cases of cyber disruption in recent memory, all eyes are on their response and whether the fallout from the attack will continue to hit their bottom line in the long term. 

We wanted to see just how much of an effect a cyber-incident of this scale can have on an organisation, even one as established and reputable as M&S – and whether a brand’s reputation can actually help them to better survive an attack of this kind. 

Read the results of our snap polling below.