With Glastonbury 2023 fast approaching, 20% of Brits plan to prioritise festivals over holidays this summer, according to research from eBay Ads.
The findings, based on a survey of 1,000 UK consumers, reveal that 28% expect this festival season to be the biggest following the pandemic, with a further 22% saying this is the most excited they’ve been for Glasto et al since before Covid-19 hit.
Millennials will take centre stage in festival attendance this summer. Four in ten respondents aged 25-34 are more inclined to attend a festival this year due to the lack of festivals from Covid-19 restrictions in previous years, and three in ten plan to attend multiple events.
And it looks like Generation X will be joining Millennials in the front row, as one in five of those aged 45-54 also plan to attend at least one festival this year.
21% of consumers have already started shopping for items ahead of this summer’s events, and, somewhat unsurprisingly, clothing and footwear (e.g. festival outfits, waterproofs, wellies), accessories (e.g. sunglasses, hats, jewellery) and bags (e.g. rucksack, bum bag) were consumer purchasing priorities for the coming months.
However, eBay search data shows that the search for last minute looks won’t be going anywhere this year.
For instance, in the week before Glastonbury 2022 (13th – 19th June), searches for ‘bucket hat’ and denim shorts’ both rose by around 30% when compared with the week prior (6th – 12th June).
This year’s line-up for the legendary Acoustic Stage is here, bringing blues, folk, contemporary and country music to the Festival! pic.twitter.com/3D4Mhgqmzl
— Glastonbury Festival (@glastonbury) May 24, 2023
Sustainable shopping
Brits’ interest in preloved festival purchases continues to rise.
A quarter of UK consumers are more likely to buy second-hand festival items this year due to financial constraints, whilst 21% are likely to do so in order to shop more sustainably.
Of those Brits planning to buy festival items this summer, (36% intend on purchasing sustainable items for essentials like eco-friendly glitter or solar powered lights.
A further 32% plan to buy second-hand clothing, and a quarter will be looking for second-hand camping items and equipment.
Upasana Gupta, GM, eBay Ads UK, comments: “After a few years riddled with cancellations and uncertainty, festival fever is back with a vengeance as some Brits prepare to ditch holidays for multiple festivals this summer.”
“Fashion is inevitably still a priority for many, with clothing, accessories and bags topping the list of items festival-goers are planning to buy over the next few months.”
“But as financial constraints and sustainability concerns pique Brits’ interest in preloved items, brands and sellers alike should consider offering a variety of options if they wish to secure the headline slot this summer.”
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