As the Spring Bank Holiday ends, consumer behaviours are evolving, particularly among Gen Z and Millennials. These demographics are increasingly valuing experiences over material possessions and their spending habits reflect this shift. Simultaneously, commercial radio is experiencing a notable resurgence, adapting to digital trends and capturing a broader audience.
Gen Z: Experience-Driven and Digitally Influenced
Gen Z prioritises experiences such as travel, entertainment, and social events over tangible goods. Their purchasing decisions are heavily influenced by social media platforms like TikTok and Instagram, where trends and peer recommendations play a significant role. This generation’s digital-first approach means brands need to engage them through online channels and offer shareable experiences.
Millennials: Omnichannel Shoppers Seeking Value
Millennials are also leaning towards experience-based spending, with a notable increase in event and festival attendance. They prefer a seamless shopping experience that integrates physical stores, online platforms, and mobile apps. This omnichannel approach allows them to research, compare and purchase products conveniently, emphasising the need for brands to maintain a consistent presence across multiple channels.
Economic Factors Boosting Consumer Confidence
Recent data indicates a surge in UK consumer spending, driven by favorable weather and the timing of the Easter holiday. Retail sales grew by 7% year-on-year in April 2025, with non-essential spending rising by 5.1%—the strongest in nearly two years. This uptick suggests a growing consumer confidence, presenting an opportunity for brands to capitalise on increased spending during the bank holiday.
Commercial Radio’s Digital Transformation
Commercial radio has reached a milestone, now accounting for 54.9% of total listening hours, surpassing the BBC’s 45.1%. This growth is attributed to the rise in digital listening, with more audiences tuning in via online platforms and smart speakers.
Conclusion
The convergence of shifting consumer preferences and the resurgence of radio presents a unique landscape for brands. By understanding and adapting to these trends, businesses can effectively engage their target audiences during Bank Holidays and beyond.
