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‘Keeping up with the Kardashians’ costs Britons £6 billion a year

  • Britons are spending over £6 billion a year to buy a taste of a celebrity lifestyle
  • One in four UK adults spending habits are influenced by celebrities
  • A fifth buy items under the influence of celebs every other week
  • On average people spend £517 a year on starstruck buys

Our latest report reveals that Britons are spending over £6 billion* a year to buy a taste of a celebrity lifestyle.

Zopa’s research found that a quarter of British adults spending habits are influenced by celebrities, with nearly a fifth of people questioned admitting to buying an item that they have seen a star wearing or using, every other week.

Zopa’s survey of 2,000 people revealed that those who had been influenced by famous people collectively spent over half a million pounds on such purchases in the year. The average Brit spends £517 annually trying to emulate celebs lifestyles in some way, claims Zopa.

When it comes to individual items, the average annual spend on gadgets tops the list at £130, with clothes second £125 and then experiences £120, homeware £118, hairstyles £113, perfume and aftershave £99, beauty products £96, watches £94, makeup £89, shoes £87, bags and jewellery £83, and then sunglasses £72.

The differences between men and women is marginal (women 25% v men 22%). However, men are more likely to make more frequent purchases and spend more each time.   

When it comes to age, 18-24 year olds are the most influenced by the famous with over half (57%) having made such purchases in the last year, along with a third of 25-34 year olds. The least influenced are the over 55s with only one in ten of this age group having bought under the influence of celebrity.

Perhaps not surprisingly it is Instagram that is named as the most influential media channel. This is borne out in a recent report predicting that the value of this market is set to more than double to 2.38 billion U.S. dollars in 2019**.

And when it comes to holding the most influencer over us for women it is Holly Willoughby and for men, David Beckham. 

Clare Gambardella, Chief Customer Officer at Zopa said:

“Social media gives us more direct access to the style of our favourite celebrities than ever before and showcases brands and products that consumers may not have previously been aware of. Whilst most of us can’t match the bank balances of the rich and famous, treating ourselves to an aftershave, lip-gloss or watch worn by our favourite celebrities can give us that same feel good factor.”

* £516,668 x 13.25 million (53 million adults in the UK – 1 in 4 is 13.25) + 6,845,851,000

** https://www.statista.com/statistics/748630/global-instagram-influencer-market-value/