We Shop When We’re Smiling: Why brands should feel ‘chipper’ about the UK’s rising optimism

After months of economic anxiety and cost-of-living pressures, UK consumers are finally feeling a little lighter – and the numbers back it up. Our latest results of our ongoing tracking shows optimism rising sharply in June, with 2 in 5 people (42%) scoring their outlook between 8–10 out of 10. Even more telling, the number of consumers giving a ‘perfect 10’ has doubled from May to June (from 8% to 15%).

And why does that matter? Because how we feel changes what we do. In particular – how, when and where we spend.


Mood matters, especially when it comes to money

Nearly half (49%) of consumers say their emotions always or often influence what they buy or how much they spend – and it’s even more pronounced among Gen Z, with 67% of those aged 18–34 saying the same. Only 4% say their mood never plays a role in their spending habits.

When we’re feeling low, we tighten our belts, and our wallets. Over 2 in 3 (71%) say they cut back when feeling anxious or uncertain choosing to stay in, hold off on bigger purchases or swap spending for saving. So, the fact that optimism is climbing suggests more people may be ready to treat themselves again. And after a tough year for the retail and services sectors, that’s welcome news.


Sunshine, success and spontaneous spending

Feeling good doesn’t just help us spend more – it also prompts us to spend differently. Two-thirds (65%) of people say they’ve made a spontaneous purchase when feeling good. Often, it’s tied to achievement – completing a project, getting a promotion or even a dose of good family news. And in true British fashion, a few rays of sunshine don’t hurt either.

What’s driving this behaviour? For many, it’s a reward – “I’ve earned this.” For others, it’s about celebrating and sharing those feel-good moments with the people around them. That said, not all spontaneous spending is joy-driven. Some say they shop to shift a negative mood – using purchases to distract or boost how they’re feelin


Can brands shape how we feel?

It seems they can. Over half (52%) of consumers say brands can influence their mood or emotional state – with that climbing to 64% for Gen Z. This could be through numerous brand touchpoints from humorous ads to in-store interactions. Some consumers are ok with this mood influence. Interestingly, 45% of consumers are open to brands influencing emotional moods. However, this openness only really stretches to positive emotions. Consumers are looking to brands to inspire by focusing on feelings of happiness (49%), trust (47%), joy (41%) and optimism (36%). Importantly, brands should steer clear of focusing on negative feelings, particularly jealously, anger and sadness (all at 3%). 


The Fine Line of Emotional Influence

Getting the emotional tone wrong risks more than just a failed campaign. Nearly 1 in 4 (23%) consumers say they’ve stopped buying from – or actively avoided – a brand because of how it made them feel. And it’s not just about emotional advertising. Negative feelings can stem from a poor experience, a clash in values or simply feeling left behind as a brand pivots towards a new audience.


What brands should do next

  • Lead with joy: Consumers are open to positivity – so give them messages that uplift, delight or simply make them smile. Whether it coincides with a personal moment of joy or offers a welcome mood boost, these feel-good moments matter and will drive positive brand recognition.

  • Tap into earned celebrations: Messaging around “treating yourself” or “you’ve earned this” aligns with why people are spending when they’re feeling good. Celebrations, achievements and small wins are powerful triggers so use those to move forward.

  • Don’t forget service and values: Emotional connection only goes so far if the experience doesn’t follow through. Be consistent, kind and clear about what your brand stands for – because values and experience are critical to earning and maintaining loyalty.

As the UK’s mood brightens, brands have a golden opportunity: connect emotionally, spark spontaneous buying and build loyalty. But remember it’s a balancing act – done right, it’s rewarding; done poorly, it risks alienating consumers.

The brands that strike the right tone – and back it up with real-world consistency and meaningful values – can turn today’s optimism into tomorrow’s growth.


Key takeaways for brands

What brands should do Why it matters

Dial up joy and optimism

Consumers are emotionally receptive—positive experiences can translate into increased spend

Lean into “treat yourself” moments

Campaigns around reward, celebration, earned pleasure resonate strongly

Keep service and values front‑of‑mind

Emotional campaigns fall flat if the experience or ethics don’t back them up

The Harris Poll UK, A Stagwell Company, is a leading market research company that provides some of the UK’s best-loved brands with game-changing insights. We utilise a combination of proprietary software and advisory services to deliver data insights via custom service models. We help our clients make informed decisions based on our in-depth industry expertise and our continual exploration of evolving consumer needs and priorities. We know that when a company’s Business Strategy and Customer Strategy are one and the same, their brand and their employees are better placed to succeed. 

Get in touch to discover how we can help your brand gain insights from consumer trends. 

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The Heat Is On: How brands can beat the heat and win consumer loyalty year-round