UK Apparel Consumer Insights: 2026
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All the vital news, analysis, and commentary curated by our industry experts.
The report includes data and analysis from GlobalData's How Britain Shops 2026 survey.
Apparel purchasing rose 0.9ppts in 2026, led by under-35s and over-65s, while shoppers in their late 30s to 60s pulled back slightly.
Key Highlights
More under 35s and over 65s purchased apparel in 2026, indicating improved economic conditions for all demographics
The demographics and locations of UK apparel shoppers remained similar due to consistent economic conditions and an apparel market reaching maturity
Younger generations were more likely to purchase accessories as an affordable way to access trends
Reasons to Buy
Identify how economic uncertainty is influencing how and where UK consumers shop for apparel
Understand where the demand lies within the UK apparel market across various price positionings, categories, and retailers, to allow you to maximise customer acquisition
Understand consumer sentiment surrounding the UK apparel market and what this means for apparel brands' next steps
Marks & Spencer
Tesco
TK Maxx
Next
Sainsbury's
ASDA
Matalan
JD Sports
H&M
Sports Direct
Zara
New Look
Nike
John Lewis & Partners
SHEIN
Amazon
Temu
eBay
JD Sports
ASDA
ASOS
Skechers
Adidas
Shoe Zone
Clarks
New Balance
M&M Direct
Aldi
Argos
British Heart Foundation
Cancer Research UK
Oxfam
British Red Cross
Barnardo's
Salvation Army
Vinted
Facebook Marketplace
Amazon Marketplace
Depop
Preloved.co.uk
Gumtree
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