Are consumers changing their purchasing habits, what do they want to buy, and what are their expectations? Recent research by BNP Paribas Exane dives into consumer habits based on the seventh annual Survey of Shoppers. The report offers a snapshot of changes in consumer behaviour based on around one million data points and 800 hours of survey data, and assesses year-on-year changes in brand attribute scores and shopper penetration in Europe.
Survey of shoppers 2025 shows an improved appetite to spend
Our BNP Paribas Exane survey suggests some easing of the cost-of-living crisis, along with improved appetite to purchase clothes compared to last year. The survey also looked into demand, changing consumer habits and the store/online channel mix.
❝ Our seventh annual survey of shoppers delivers some key insights, points to an easing in the cost-of-living crisis for the second year in a row and an increased willingness to spend. ❞
Is the cost-of-living squeeze easing?
Consumers reported a modest easing of the squeeze on household finances for the second year in a row, although most still say that higher bills leave them with less money for discretionary items. Meanwhile all markets saw a modest improvement in sentiment.
The BNP Paribas Exane survey indicates that consumers are slightly less pessimistic than last year, and slightly more willing to spend for the second year in a row. All geographies reported improvements in spending intentions overall year-on-year, although respondents said that they were cautious about spending on beauty products.
What do consumers want to buy?
The survey points to a year-on-year increase in consumer intentions to spend on leisure, with a rise in planned spending on foreign holidays for the second consecutive year. The intention to go clothes shopping as a leisure pursuit was flattish year-on-year, and results were mixed across countries.
Respondents were also asked about home improvement: spending intentions increased year-on-year, and gains were seen in all countries.
How has consumer demand for clothing changed?
The survey showed that consumers are still cautious about spending on new clothing, but BNP Paribas Exane experts note a noticeable uptick across all markets in the number of respondents spending more on clothes this year compared to last year.
The improvement is seen across all age-groups, but is most pronounced in younger demographics. In particular the under 35-year-old cohort is in net agreement with the statement that they are spending more on clothing, and reported the highest score since the survey began.
How do consumers expect to shop for clothing?
BNP Paribas Exane experts note that online clothes shopping resolved many of its inventory challenges in 2024 and returned to a trajectory of taking channel share from physical retail, following several years of volatility, both during and after the Covid pandemic. Consumers across all markets singled out ‘convenience’ as the main advantage of online shopping for the second year in a row.
According to the 2025 survey, consumers broadly plan to keep a fairly similar balance of shopping in store and online as last year, with the intention of shopping in store slightly more.
Which brands are winning with consumers?
BNP Paribas Exane experts also take an in-depth look at various brands and address key questions for each, looking at areas from customer proposition and brand strategy to price perception.
For more details on BNP Paribas Exane’s research, please visit:
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