Break it Down: How People Spend Money at Festivals

It's not just the tickets

Maybe you had the same reaction as me on Sunday (or Monday morning): opening your wallet only to realize all the cash you had taken out for Bestival is gone, not to mention the fear of checking your back account to see what more you might’ve spent.

Music festivals. We save up for them. We plan our summers around them. We anxiously await their arrival. We drop cash on the outfits, the pre-party, the drinks, the food, the limited edition merch, maybe even VIP treatment, leaving us with a crippling anxiety (just me?) and the sad realization about how much money you just spent on a weekend of, don’t get me wrong, amazing memories.

British event marketing company, The Event Structure, was curious to find out what festival goers were most willing to overpay for, and what influences these purchases. They talked to 10,000 Brits and broke down festival spending habits by gender, age, and location (UK). Check it out:
 

Which products are you willing to overspend on at events/festivals?

 
TOPLINE RESULTS
● Food: 38.8%
● Alcohol: 29.6%
● Soft drinks/water: 24.8%
● Branded merchandise: 16%
● Facilities: 15.6%
● Additional tickets/passes: 12%
● Other: 3.2%

MALES:
● Food: 36%
● Soft drinks/water: 30.3%
● Alcohol: 27%
● Additional tickets/passes: 14.6%
● Branded merchandise: 11.2%
● Facilities: 11.2%
● Other: 5.6%

FEMALES:
● Food: 40.7%
● Alcohol: 26.4%
● Soft drinks/water: 26.4%
● Facilities: 25.3%
● Additional tickets/passes: 16.5%
● Branded merchandise: 14.3%
● Other: 2.2%

18-24s:
● Food: 41.5%
● Alcohol: 31.7%
● Soft drinks/water: 26.8%
● Branded merchandise: 22%
● Additional tickets/passes: 19.5%
● Facilities: 12.2%
● Other: 2.4%

25-34s:
● Food: 42.9%
● Soft drinks/water: 35.7%
● Facilities: 26.2%
● Alcohol: 23.8%
● Additional tickets/passes: 16.7%
● Branded merchandise: 9.5%
● Other: 7.1%

35-44s:
● Food: 37.7%
● Alcohol: 30.2%
● Soft drinks/water: 26.4%
● Facilities: 18.9%
● Additional tickets/passes: 15.1%
● Branded merchandise: 9.4%
● Other: 5.7%

45-54s:
● Food: 30.4%
● Alcohol: 21.7%
● Facilities: 21.7%
● Soft drinks/water: 17.4%
● Additional tickets/passes: 13%
● Branded merchandise: 8.7%
● Other: 0.6%

55-64s:
● Soft drinks/water: 37.5%
● Food: 25%
● Facilities: 25%
● Branded merchandise: 12.5%
● Alcohol: 2.3%
● Additional tickets/passes: 1.9%
● Other: 1.2%

65+:
● Food: 50%
● Alcohol: 37.5%
● Soft drinks/water: 25%

● Branded merchandise: 12.5%
● Additional tickets/passes: 12.5%
● Facilities: 1.7%
● Other: 0.9%
 
 

What influences what you buy at events/festivals?

 
TOPLINE RESULTS:
● Value for money: 56.6%
● Unique merchandise: 25.9%
● Promotions: 17.9%
● Social influence: 13.1%
● Live demos: 12.4%
● Branding: 10.8%
● Other: 3.2%

MALES:
● Value for money: 62.5%
● Unique merchandise: 22.9%
● Branding: 16.7%
● Live demos: 14.6%
● Promotions: 14.6%
● Social influence: 12.5%
● Other: 1%

FEMALES:
● Value for money: 60.9%
● Unique merchandise: 28.3%
● Promotions: 23.9%
● Social influence: 18.5%
● Live demos: 16.3%
● Branding: 9.8%
● Other: 1.1%

18-24s:
● Value for money: 61%
● Unique merchandise: 29.3%
● Social influence: 26.8%
● Live demos: 22%
● Promotions: 22%
● Branding: 17.1%
● Other: 2.4%

25-34s:
● Value for money: 59.3%
● Unique merchandise: 33.9%
● Promotions: 23.7%
● Live demos: 22%
● Social influence: 15.3%
● Branding: 10.2%
● Other: 1.7%

35-44s:
● Value for money: 66.7%
● Unique merchandise: 22.2%
● Promotions: 22.2%
● Branding: 11.1%
● Live demos: 8.3%
● Social influence: 8.3%
● Other: 0.7%

45-54s:
● Value for money: 66.7%
● Unique merchandise: 20.8%
● Branding: 16.7%
● Live demos: 4.2%
● Social influence: 4%
● Promotions: 3.8%
● Other: 1.2%

55-64s:
● Value for money: 54.5%
● Social influence: 27.3%
● Promotions: 27.3%
● Branding: 18.2%
● Unique merchandise: 18.2%
● Live demos: 9.1%
● Other: 1.6%

65+:
● Value for money: 88.9%
● Live demos: 11.8%
● Branding: 11.1%
● Social influence: 4.3%
● Unique merchandise: 3.5%
● Promotions: 3%
● Other: 1.9%

Check out the full survey here.