Tink Reveals Three in Four High End Merchants Optimistic About Peak Season as Brits Prioritise Quality Over Quantity Amid Cost-of-living Pressures

This festive season, quality is trumping quantity as many cost and climate-conscious consumers choose to invest in higher-quality goods, even if that means purchasing fewer items overall. That’s according to new research of more than 2,000 UK consumers and over 500 UK high end merchants* conducted by Tink, a market-leading payment services and open banking platform.

The findings reveal that 60% of consumers would rather opt for higher-quality but fewer items, rather than many lower-quality items. Additionally, 43% of consumers surveyed who shop for high ticket and luxury goods say they are doing so more frequently now compared to this time last year.

This trend is giving high end merchants cause for cautious optimism, with three quarters (75%) of those surveyed expecting to maintain or improve profit margins over the festive period compared to last year.

Conscious consumerism on the rise: budget and sustainability drive peak season shopping behaviours

Shoppers’ focus on quality is reflected in their festive spending, as over a third (37%) of respondents say they would rather give fewer but nicer gifts to family and friends this festive season, and 40% say they would rather receive one nice, quality gift than several cheaper items.

However, high end merchants cannot afford to rest on their laurels this festive season, as Tink’s research also suggests a shift to ‘conscious consumerism’ is leading shoppers to be more cautious and considered when buying higher end items.

Budget remains a key consideration when shopping for higher ticket items – with 70% of consumers surveyed saying cost of living concerns mean they are very selective when buying high ticket and luxury goods.

Similarly, many consumers are conscious of the environmental impact of the festive season – with over a third (36%) of respondents saying that Christmas brings an excess of low-quality, unnecessary gifts that often go to waste. This comes as one in four consumers (25%) say they want to be more sustainable this Christmas by buying better-quality, but overall fewer, items.

Merchants themselves recognise this trend – nearly three quarters (71%) of those surveyed believe that consumers are more conscious about sustainability when they’re buying during peak season.

Payment experience: a make-or-break factor in today’s competitive market

Yet despite signs of growing demand for higher ticket and luxury goods, competition for share of wallet remains fierce – with 81% of merchants surveyed saying competition in their sector is higher than ever.

Customer expectations are also at an all-time high, and payments remain a sticking point. Among consumers who purchase high ticket or luxury goods, an estimated 58% worry about payment security, while 31% of high-end merchants say the high cost of managing fraud is a key challenge.

A poor payment experience can also impact conversion rates. Among consumers surveyed who purchase high end and luxury goods, 18% said they get frustrated and concerned when having to enter lots of payment details manually at checkout. These concerns would lead four in ten (41%) to abandon the transaction altogether.

Lucy Grant, Commercial Strategy Director at Tink, said: “It’s clear that high ticket and luxury shopping isn’t just for Christmas – sustainability and quality are now front of mind for shoppers. But with this trend comes a heightened expectation for a top-tier customer experience, as consumers expect smooth, secure, and flexible payment options as part of the buying journey.

“Merchants investing in solutions like Pay by Bank – often with payment service providers such as Adyen – can help turn these expectations into a strategic advantage, transforming common pain points into loyalty-building moments that set them apart from fierce competition. Seamless authentication without the need for manual entry, as well as fast refunds, are just two of the benefits of adding Pay by Bank to your checkout.”

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*High end merchants defined as merchants (senior management level or higher) who sell higher price point items in businesses they describe as ‘luxury’ or ‘higher end’