New data from Virgin Experience Days, the UK’s leading experience business, reveals a surge in the experience economy, with recent sales showcasing a remarkable increase in spending levels compared to last year.
Despite only being midway through the year, the figures show that consumers are splurging more on experiential gifts, with a notable 10% year-on-year rise in purchasing experiences priced above £300. The £50-100 bracket has also benefited from a healthy 3.2% growth year-on-year, with Virgin Experience Days’ total average order value up 4.4% compared to 2023.
This year, consumers are clearly prioritising quality time spent together, as 73% of the top 100 selling experiences are designed for pairs. This is reflected in last month’s top ten bestsellers, which also spotlighted Brits’ love of luxury – with gourmet dining, spa days, helicopter rides and supercar driving experiences in the mix. The top ten bestsellers consisted of:
- View from The Shard and Marco Pierre White Three Course Meal at London Steakhouse Co for Two – £113
- Three Course Dinner with Cocktail for Two at The Fortnum & Mason Bar and Restaurant at Royal Exchange – £87
- Triple All Star Driving Experience with High-Speed Passenger Ride – Weekday – £101
- Two’s Company Spa Day with Three Treatments for Two at Bannatyne Health Clubs – £120
- Five Course Gourmet Dining with Cocktail for Two at Marco Pierre White’s London Steakhouse Co – £99
- Harrods Cream Tea for Two – £40
- Champagne Afternoon Tea and Thames Cruise for Two – £69
- Go Ape Tree Top Challenge for Two – £78
- 12 Mile Themed Helicopter Flight for Two – £198
- Zip World Velocity – World’s Fastest Zip Line – £112.50
Notably, the excitement surrounding the Formula 1 Grand Prix season has also piqued driving fans’ interest, leading to Virgin Experience Days’ Driving Category to rack up the most visits this year to date, followed by Days Out and Tours, Short Breaks and Spa and Beauty Experiences.
However, despite Brits’ love of adrenaline, overall to date, Virgin Experience Days’ best-selling experiences remain focused on food and drink and entertainment, with the failsafe Gift Card still a firm favourite for those who can’t decide. At a glance, these experiences consist of:
- Bannatyne Health Clubs Two’s Company Spa Day with Three Treatments for Two – £120
- View from The Shard and Marco Pierre White Three Course Meal at London Steakhouse Co for Two – £113
- Comedy Night for Two – £26
- Gift Card – various prices
- Three Course Dinner with Cocktail for Two at The Fortnum & Mason Bar and Restaurant at Royal Exchange – £87
Georgia Thwaites, global senior brand manager at Virgin Experience Days, says: “The momentum in the growth of the experience economy is exciting to all of us at Virgin Experience Days.
“It’s been brilliant to witness the shift in consumer preferences, as more people choose to invest in unforgettable experiences and shared moments, and we can’t wait to see how this evolves as we approach Black Friday and Christmas.
“We’re excited to see which products gain popularity as the year goes on and hope to continue providing unforgettable memories for our customers.”
