Exclusive research: 1,000 shoppers reveal the new ways they discover brands

The Click to Cart report reveals exclusive data from 1,000 UK shoppers alongside consumer psychology and retail examples, to ensure brands understand what’s driving people to discover and buy, with actionable insights to help inform marketing investment decisions. 

Here we raise the curtain on three major takeaways from the report – which you can access here for free today.

1. Tap into consumers’ plans to spend more 

Economic headwinds may persist, but it’s not all bad news for retailers, as UK consumers are expecting to spend more – not less – in the year ahead.  

Our research finds that 50% of shoppers expect an increase in disposable income in 2025, especially younger demographics. Retailers must act now to make the most of this opportunity, particularly as consumers are willing to try new brands and different ways of shopping. 

Retailers must tap into these positive spending plans, taking it as a call to action.  

However, shoppers want more from brands than discounts or traditional sales tactics. They want genuine inspiration, meaningful engagement and truly personal shopping experiences, with the era of “one-size-fits-all” truly gone.   

Retailers need to adapt, innovate and personalise, or they risk falling behind.   

2. Invest in visual discovery as a critical touchpoint 

Nearly three-quarters of all UK shoppers (71%) expect to find new products through visual search over the next 12 months, (uploading an image or photo for search purposes or by clicking on a picture they like for more information), which spikes to 87% for 25 to 34 year-olds. 

When asked how they use social media, visual search and discovery platforms such as Pinterest in their shopping journey, some 27% of consumers said they use them to research before making a purchase on the brand’s website or one of its stores. One-fifth indicated they use these platforms to gain opinions on brands they have already heard of, and 13% use them to discover, research and click through to buy.  

The extensive array of reasons that consumers say they use social media and visual search and discovery platforms for during the shopping process demonstrates how crucial it is for retailers to build marketing strategies around these sites. Retailers must use these platforms to build momentum towards a sale and for conversion itself.

3. Flex around marketing to supercharge sales for peak 2025

Lists and planning are popular when it comes to the ways consumers will shop over peak – the period covering Black Friday, Cyber Monday, Boxing Day, January sales and everything in between – but so is experimentation and flexibility. 

A significant number of shoppers describe their festive shopping approach as ‘The List Maker’ (27%) or ‘The Early Bird’ (22%). However, University of the Arts London consumer psychologist and lecturer Dr Paul Marsden warns that “people are contextual chameleons” and that what works for one purchase won’t for another. 

It’s vital that marketing flexes as much as shoppers do – guiding both planners and last-minute browsers with relevant ideas at the right time. Marsden describes peak shopping as “high stakes” with consumers demanding help with gift ideas.   

“Platforms such as Pinterest will be great because they provide a board of suggestions you can see. Peak shopping is where good, trusted advice is increasingly valuable,” he adds.