2025’s Big Dub

Barclays data from the start of the year shows social media trends driving wellness spending.

Karen Johnson, Head of Retail at Barclays said, “January’s figures are a positive signal that non-essential spending should remain strong in 2025.”

10.7% growth across pharmacy, health, and beauty, is the largest jump in 3 years. Surprisingly only 19% of consumers said they were influenced to make a purchase by social media recently. However, that figure rises significantly to 40% for Gen Z. Perhaps they are simply more aware of themselves being influenced.

41% overall said they have bought in to a wellness trend through both physical products and services. Trending wellness products include supplements and vitamins, with 19% of consumers buying into them, and 12% buying into high protein food.

Karen continues, “Social media is increasingly influencing purchasing decisions – whether it’s a trending beauty product or a must-visit holiday destination. Looking ahead to February, which brings Valentine’s Day and half term for schools, it’s likely we’ll see more of this careful balancing act, with people continuing to seek out deals and discounts to enjoy the good times without breaking the bank.”