Promotional vehicle supplier, The Events Structure, asked 10,000 people where they’re willing to overspend at events and festivals – as well as what influences which products they buy.

Food proved the most popular festival expense, with almost 40% of participants admitting they were more than happy to overspend on snacks.

Alcohol was the runner-up – with 30% of respondents, and 38% of over-65s, saying they were prepared to foot the bill for festival booze.

Overall, 1 in 4 women said they were happy to splash out on booze, while 30% of men favoured a soft drink.

According to the study, a quarter of Brits said soft drinks and water warranted an overspend – rising to 38% in the 55-64 year-old age range.

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Familiar faces

Some participants cited peer pressure as an influence on their spending habits, with 27% of 55-64 year olds admitting that social factors dictate what they buy.

57% of respondents said value for money sways how they spend their money – while 18% of participants said attractive promotions boost their impulse buys.

Brand familiarity also proved influential – with 16% of Brits referencing branded merchandise as something they’re willing to overspend on.

1 in 4 cited the appeal of unique merch – with a substantial 53% of Welsh respondents happy to pay higher prices for memorabilia.

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Spending a penny

According to 16% of Brits, essential amenities are a must – with on-site facilities proving particularly important to over a quarter of 25-34 year olds.

12% of those surveyed said they’d be happy to splash their cash on additional tickets and passes at an event – with almost a fifth of 18-24s giving it their vote, versus just 2% of 55-64 year-olds.

Live demos and bold branding also influence what Brits buy at events, raking in a combined total of 23% of the overall vote.

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Justin Isles, Managing Director at The Events Structure said: “We’re finding festivals are an increasingly dominant part of our overall client project profile. It’s been enlightening to work with brands using these events – not only to launch, but to actually retail products and drive revenue.

“It’s great to see that promotions and live demonstrations are still having an impact on the British population – something that’s evident with brands like Freshbe, who used SW4 Festival to both launch their drinks range to aspirational consumers and also sell products onsite.”

The Events Structure survey follows a report from The Telegraph newspaper, revealing an 8.5% spike in festival spending last summer.

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