Consumer buying habits to know in 2025

We’re now a month into 2025. And that means those who made New Year resolutions are at a crossroads. It’s either time to pat themselves on the back with congratulatory smugness at having achieved the first steps of their goals, or to commiserate that those good intentions to eat better and move more have slipped down the priority list.

It’s an interesting time for retailers, who can take advantage of what’s traditionally a quieter time of year, reflecting on how the last 12 months have gone, and what could be done to shake things up in the months to come.

Leading analysts have already predicted their trends for 2025, including a veer for consumers towards gut-friendly, more sustainable, functional products that will give them an enhanced sense of wellbeing, and to moderate ‘mini treats’ and nostalgic nibbles that make them feel good inside.

But what else can we learn at this stage of the year about the people who might visit speciality retail? A lot, say the team at Clear Channel, who surveyed shoppers to discover the shape 2025 might take in the retail sector.

The results show a clear difference between what varying demographics are looking for. Their motivations, however, are similar. Of those surveyed, 42% said they wanted to save money this year, 40% wanted to exercise more, and 37% committed to eating better.

For those who stick to their goals, this represents a substantial shift in buying behaviours – especially on the health front. When asked, 11% of UK adults said they were seeking alternatives to alcohol this year in a bid to be healthier, and one in five had a desire to improve their emotional wellbeing. It’s looking like a good year, then, for the low and no sector, and brands and retailers selling products with functional leanings.

Trying something new

One of the thrills of entering a new year is the opportunity to embrace and discover newness, and now is the time, says Clear Channel’s research, to do just that with your offering – which will appeal especially to the burgeoning Gen Z audience. While just 9% of 45 to 54-year-olds are open to trying new things, that increases to 64% of shoppers under 35. “Gen Z shopping habits suggest that the younger generation is more likely to experiment with new brands than their older counterparts, making them a lucrative target for marketers. Nearly a quarter of 25 to 34-year-olds claim they want to try new brands,” the organisation explained.

This audience is especially susceptible to repeated advertising, and nearly a third say they would try a product or brand just because it’s gone viral on social media.

There are four key mandates shoppers have when it comes to stepping out of their comfort zone and towards food and drink they’ve never tried before said Clear Channel: affordability, good reviews, better quality, brand reputation. They also take the satisfaction with the brands they currently buy into consideration, with food (47%) being the purchase they’re most likely to switch out day-to-day, being low-risk, high-reward, with instant gratification.

As a third of Brits shop for food two to three times a week, there’s an opportunity here to create multiple touchpoints for exploring and trialling new products. If engaging with Gen Z and Millennials is part of your forward strategy, now’s the time to make your move. Speak to members of staff in these age brackets to find out what they consider when shopping, and what would catch their eye in store.

And if you have a store card, make sure there are incentives for shoppers of all ages. This simple device can help you to identify which products are selling best with certain demographics so you can position new items you think they’ll like close to what they’re already buying. Setting up sampling stations close to these spaces is a good strategy to adopt too, putting exciting new options at their fingertips.

“Unsurprisingly,” says Clear Channel, “food is the number one product that people are expected to spend more on in 2025 compared to 2024. A lot of factors contribute to this, not least of which is that food is a necessity.”

Plan your seasonal offering now

Tinsel, bells and baubles, neatly tucked away in a back office or warehouse, will feel like a distant memory now, but with around 80% of people saying they will spend more at Christmas this year, the festive season should be at the forefront of your planning and buying decisions. Beyond Yuletide, the shopping occasions consumers say they’ll be splashing out on in 2025 include Valentine’s Day (at 17% coming in second to Christmas, largely with younger shoppers), Easter (14%), Mother’s Day (11%), Halloween (10%) and Father’s Day (7%).

Embrace this year’s trends and think about how you can deliver ‘newness’ in your plans each season. Being able to surprise and delight customers after all, is the USP of speciality retail.