UK consumers are rebalancing priorities, reassessing value, and seeking control - not just over their wallets, but over how they live, spend and connect. As we close the books on 2025, here’s our wrap-up of the four dominant themes we’ve seen in our ongoing research with UK consumers across sectors and social contexts this year.

With Christmas fast approaching, let’s look at this year’s festive ads from some of the UK’s major retailers. Some heart-warming, some playful, some product-led and all hoping to capture the emotions of the season. But do they reflect how people actually want to feel this Christmas? 

We set out to understand the emotional blueprint consumers are carrying with them into the festive period, using our Emotional Signature tool — a method that reveals instinctive, fast-thinking responses rather than surface-level opinions. Because emotional reactions, not rational ones, drive most festive decision-making. 

For shoppers racing to get gifts under the tree, one thing matters above all else: confidence their parcels will arrive on time. And with Unite members at UPS balloting for strike action, our latest research shows something retailers can't ignore— shoppers are poised to change their festive buying habits the moment delivery reliability starts to wobble. 

And the headline is clear: two in three shoppers would switch retailers if delivery strikes threaten Christmas orders. 

As the cost-of-living crisis deepens, new data reveals a troubling shift: almost seven in ten Britons would consider choosing a less rigorously tested medication if the price was right. Despite valuing safety and quality above all else, rising costs are pushing many to make trade-offs they never expected to face. With trust wavering and concerns about authenticity growing, the pressure is mounting on brands—and the system—to help consumers feel protected.

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.