As the holiday shopping season approaches, UK retailers are gearing up for the busiest time of year. But what drives today’s consumers to choose one brand over another, and how has the digital landscape reshaped their buying behaviours? 

The latest Reputation report, From Reviews to Revenue: What’s Driving UK Consumer Behaviour through 2025, dives deep into evolving consumer patterns to reveal exactly what makes UK shoppers tick—just in time for the peak season.

Our exclusive survey of 2,000 UK consumers uncovers the trends shaping their brand perceptions, purchasing decisions, and levels of trust in a market where online reviews, social media, and reputation management are critical. 

Download the full report for a more comprehensive look at how you can strategically position your brand this holiday season.

The Holiday Season Matters More than Ever

The holiday season is a high-stakes period for UK retailers, accounting for nearly 19% of total annual revenue. With this crucial time frame driving significant sales, understanding consumer sentiment and trends can make the difference for businesses hoping to stand out. Consumers are more selective, budgets are tighter, and every interaction—online and offline—has a lasting impact on their perception of a brand.

In this environment, the factors influencing purchasing decisions are shifting, with digital touchpoints playing an increasingly prominent role. As consumers prepare to spend, here’s what the report reveals about their priorities and behavior:

1. Online Reviews Hold Unprecedented Power

The importance of online reviews continues to skyrocket. The report reveals that for 56% of consumers, online reviews are the most important factor when making a purchase. Reviews have surpassed other influential factors like recommendations from friends or family, traditional advertising, and influencer opinions. This trend is most pronounced among younger generations, with Gen Z and Millennials relying more heavily on online feedback.

For brands, this shift underscores the need for active review management as a key part of reputation management. Engaging with customers by responding to reviews—both positive and negative—not only demonstrates a commitment to quality but also builds trust with prospective buyers. As online reviews remain influential, the brands that excel in review management are positioned to win over holiday shoppers.

2. Trust in Institutions Fades; Consumer-to-Consumer Influence Rises

Consumers are increasingly skeptical of information from traditional institutions. The report shows that only single-digit percentages of UK consumers trust information from sources like national media, government, and even large corporations. Instead, they’re turning to peer feedback from online reviews and social media posts for trusted advice.

This shift away from institutional trust highlights an opportunity for brands to establish more genuine customer connections. In an environment where people believe each other more than they believe corporations, a brand’s success hinges on its ability to foster and leverage authentic engagement. Consumers are looking to see real experiences and relatable feedback, making consumer-driven content one of the most powerful assets a brand can cultivate.

3. Quality, Service, and Reputation Are Key Decision Drivers

What matters most to UK shoppers when choosing where to spend their money? Our findings show that consumers value product quality (88%), customer service (74%), and brand reputation (67%) above all. Notably, reputation is on par with tangible factors like product quality, signifying that how a brand is perceived can be as influential as what it offers.

This insight emphasizes the need for businesses to be proactive in managing their public image, particularly through online reputation channels. With tools that monitor social media sentiment, track review volume and sentiment, and gather customer feedback, brands can maintain a finger on the pulse of public perception.

4. Price Sensitivity Amplifies Review Importance

As economic pressures rise, consumers are increasingly thoughtful about their spending. Nearly 51% of shoppers say they rely on reviews to evaluate product or service value in high-inflation environments, compared to 34% in normal conditions. This means that a brand’s reviews can make or break a sale, especially when shoppers are feeling budget-conscious.

During this holiday season, businesses that leverage positive reviews and manage negative ones effectively are likely to gain a competitive advantage. Shoppers are seeking the best value, and a strong reputation bolstered by recent, genuine customer feedback can significantly influence their decisions.

5. The Growing Role of Social Media in Shaping Opinions

While social media isn’t as influential as reviews, younger consumers in particular are turning to social platforms for insights, making it essential for brands to maintain a strong, engaging presence. With nearly one-third of Gen Z and Millennials using social media as a primary research tool, brands can capitalize by encouraging user-generated content and engaging directly with followers.

A cohesive brand image across reviews, social media, and other digital channels is essential for creating a unified and trustworthy online presence. As consumers bounce between platforms, a consistent, positive brand message helps reinforce their confidence in a brand’s reputation.

Ready to Leverage These Insights?

Understanding consumer expectations is essential for standing out in a crowded market, especially during peak shopping periods. By addressing the priorities that matter to UK consumers—review management, quality service, and a strong online presence—your brand can build the credibility and trust that drive purchases. Download the full report to gain a deeper understanding of these trends and learn how to harness the power of consumer insights to elevate your strategy this holiday season.