Around half of all Britons engage in 'doom spending'

New research from Ipsos reveals that "doom spending", the act of purchasing items to alleviate sadness or anxiety, is a popular trend among Britons. The survey of 1,033 Online British adults aged 18-75 sheds light on the prevalence, motivations, and spending habits associated with this phenomenon, which has been a prevalent topic of discussion on social media.

• Awareness of doom spending: Just under two in five Britons (39%) know a great deal/fair amount about the concept of doom spending. Awareness is highest among younger adults, with over half (55%) of 18–34-year-olds having heard of the term.
• Prevalence of doom spending: Around half of Britons (49%) admit to purchasing small treats more frequently when feeling down. This behaviour is even more pronounced among 18–34-year-olds, with two-thirds (67%) agreeing that they find themselves purchasing little treats for themselves more often when they’re feeling sad.

• Britain’s favourite little treat: Food tops the list of preferred "little treats," with 56% of Britons turning to pastries, takeaways, or restaurant meals for comfort. Clothing (25%), alcoholic beverages (22%), and beauty products (18%) are also popular choices.

• Doom spending budget: 16% of Britons selected £5 as their maximum comfortable spend, reinforcing the trend towards smaller treat purchases. A quarter of people (26%) indicated they'd be comfortable spending up to £10, while another quarter (25%) chose the £25 mark.

Technical note

• Ipsos interviewed a representative sample of 1,033 online British adults aged 18-75. Interviews were conducted between 13th-14th November 2024.  
• Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.