Social Media: Influencer and Instigator of Regret
Social media holds considerable sway over UK consumers’ spending decisions, driving purchases across multiple lifestyle categories. However, this influence often results in buyer’s remorse, presenting challenges for retailers and brands within retail media ecosystems. Understanding these dynamics offers strategic insight into optimizing retail media campaigns for better consumer engagement and trust.
Trends: Where UK Consumers Spend
Recent survey data reveals that UK consumers allocate their budgets predominantly to entertainment, personal growth, fashion, beauty, and dining out. On average, monthly spending reaches around £145, with younger demographics and urban residents generally spending more. These lifestyle categories present fertile ground for targeted retail media advertising given their consistent consumer interest.
Platform Power and Buyer’s Remorse
Among social platforms, Facebook leads in influencing purchases, followed by Instagram, TikTok, and YouTube. Influence varies by age: younger consumers show a stronger response to TikTok and Instagram, while older groups lean toward Facebook. Notably, 62% of consumers report experiencing buyer’s remorse related to social media-driven purchases. This indicates that while social platforms effectively drive demand, many purchases may not meet expectations, risking brand perception and consumer satisfaction.
Retail Media Implications
For retail media professionals, these insights highlight the importance of authentic, transparent advertising that aligns closely with consumer expectations. Brands should focus on clear value propositions and leverage data-driven targeting to reduce irrelevant or impulsive purchases that often lead to regret. Incorporating social proof, realistic product demonstrations, and post-purchase support within retail media channels can help mitigate remorse, fostering long-term customer loyalty.
Furthermore, segmentation by platform and demographic enables precise ad delivery, improving return on investment. Retailers and advertisers must prioritize building trust through consistent, honest messaging tailored to each social channel’s audience. Doing so not only drives sales but also enhances brand equity in an increasingly competitive retail media landscape.
