UK travellers are set to spend £158 each on pre-holiday beauty prep this summer, with everything from holiday hair to poolside-perfect pedicures. That’s a 27% rise from £124 in 2024.3
New research from Clearpay, a leader in Buy Now, Pay Later (BNPL) reveals Brits are investing £74 on products and £83 on treatments. Two in five (40%) people say they are intending on spending more on new products this year, reflecting rises in Clearpay’s own sales data. Year-on-year data shows a surge in pre-travel prep, with aftersun sales up 115% year-on-year, alongside strong growth in teeth whitening (+37%), SPF (+33%), wax strips (+23%), tinted SPF (+28%) and body bronzer oil (+21%).
The further people travel, the more they spend to get ready. The USA tops the charts as the destination people spend the most on getting ready for at £237, followed by Italy (£206), France (£206), Turkey (£205) and Mainland Spain (£191).
Men embrace the pre-holiday pamper
Forget the old stereotypes – it’s the men leading the pre-holiday pamper. Men are investing more than women in skincare and beauty buys ahead of their summer escapes, spending an average of £78 compared to women’s £71. And when it comes to treatments, they’re not far behind either, shelling out £80 v. £86. The pre-holiday glow-up is no longer just for women, with more than three-quarters (76%) of men treating themselves before jetting off, only just behind the 82% of women doing the same.
The top five pre-holiday treatments for women and men are:
Men | Women |
Hair cut (25%) | Hair cut (22%) |
Body scrub or massage (11%) | Manicure / pedicure (18%) |
Facial (10%) | Hair colour (13%) |
Manicure / pedicure (9%) | Facial (12%) |
Hair colour (6%) | Body scrub or massage (10%) |
The motivations for people to pamper themselves before they travel is wanting to look and feel their best on holiday (44%), followed by a growing interest in health and beauty (39%) and being in a better financial position (36%).
More than a third (37%) of Brits agree that feeling their best is a priority when they go away, while almost one in five (18%) say they enjoy trying new beauty products and treatments specifically for their trip.
Shakaila Forbes-Bell, Clearpay’s consumer insights psychologist, commented: “The rituals we undertake before a holiday are about far more than appearance. Studies show that rituals offer many psychological advantages, from reducing anxiety to providing a sense of control and helping us savour experiences such as an upcoming holiday.They’re psychological cues that help us transition from the monotony of everyday life into a new routine full of fun and exhilaration or rest and relaxation. Whether it’s investing in new skincare, booking a haircut or treating yourself to a pedicure, these moments of self-care create a sense of anticipation and signal that a well-earned break is approaching.
“What’s particularly interesting is how these behaviours have become increasingly universal. The research shows that men are embracing pre-holiday beauty and grooming almost as much as women, reflecting a broader shift in attitudes towards self-care. Looking and feeling your best before you travel is all about confidence. When people feel good about themselves, they’re more likely to feel relaxed, present and ready to make the most of their holiday experience.”
