A new survey has revealed the UK’s event spending habits as festival season approaches.

Promotional vehicle supplier, The Events Structure, asked 10,000 people where they’re willing to overspend at events and festivals – as well as what influences which products they buy.

Food proved the most popular festival expense, with almost 40% of participants admitting they were more than happy to overspend on snacks. 

Alcohol was the runner-up – with 30% of respondents, and 38% of over-65s, saying they were prepared to foot the bill for festival booze.

Overall, one in four women said they were happy to splash out on booze, while 30% of men favoured a soft drink.

According to the study, a quarter of Brits said soft drinks and water warranted an overspend – rising to 38% in the 55-64 year-old age range. 

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Credit: The Events Structure

Some participants cited peer pressure as an influence on their spending habits, with 27% of 55-64 year olds admitting that social factors dictate what they buy.

57% of respondents said value for money sways how they spend their money – while 18% of participants said attractive promotions boost their impulse buys.

Brand familiarity also proved influential – with 16% of Brits referencing branded merchandise as something they’re willing to overspend on.

1 in 4 cited the appeal of unique merch – with a substantial 53% of Welsh respondents happy to pay higher prices for memorabilia.

According to 16% of Brits, essential amenities are a must – with on-site facilities proving particularly important to over a quarter of 25-34 year olds.

12% of those surveyed said they’d be happy to splash their cash on additional tickets and passes at an event – with almost a fifth of 18-24s giving it their vote, versus just 2% of 55-64 year-olds.

The Events Structure survey follows a report from The Telegraph newspaper, revealing an 8.5% spike in festival spending last summer.