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Measure Protocol analysed 5.2 million Tesco Clubcard transactions from 1,100 British shoppers to uncover fascinating hidden patterns about how Brits really shop.
From regional divides to generational differences, shopping habits that define our weeks, here's what the data reveals about modern British consumer behaviour.
The North-South divide isn't just friendly banter - it shows up in shopping baskets too. Southern shoppers average £69.51 per trip, while Northerners spend £61.95. But here's the twist: Londoners, despite living in the most expensive part of the country, have some of the smallest baskets at £60.19. High rent and transport costs mean budgets get stretched thin, leading to smaller, more frequent shops - or relying on local convenience stores between those big Tesco runs.
It's true - your parents really do spend more! Gen Z shoppers (18-24) average just £29.63 per basket, while Boomers (65+) spend £77.57 - a £47.94 gap. Millennials sit comfortably in the middle at £64.79, but it's Gen X (45-64) who dominate the aisles with £77.27 per shop.
Peak spending years? Your late 50s and early 60s is when you can expect your basket to hit the bigger digits.
Friday dominates as the nation's favourite shopping day, with over 1 million transactions (1,050,000) and the highest average basket at £79.87 - the big weekly shop before the weekend madness kicks in.
With our data shared by users, we were able to jump back in time to March 2020 where we saw records of real panic buying spikes captured. As lockdown loomed, baskets jumped from an average spend of £54.10 (Feb) to £66.86 (March) to £81.58 (April) - a 51% increase in just two months! This is the power of early trend spotting from real shopping data, showing how aggregated insights reveal social patterns that are unbeknownst at the individual level.
These insights come from Tesco Clubcard shopping data shared by our community of users that are on the Measure TV panel, submitted via the MSR app. Users have complete control over what data is shared through tasks called Retros. The procedure is transparent and users are rewarded instantly for participation.
All data is sent to us coded. We extrapolate and aggregate data into insights, compiled along with thousands of others into our secure database. Our system filters out all personal information so your identity is concealed. On an aggregated mass scale, you're one in a million! We're interested in shopping patterns and behavioural trends, not individual identities. Measure Protocol fairly compensates users for sharing their digital data whilst protecting their identity, allowing you to make the most out of their digital data.
