40% of UK adults overall, rising to 54% of 18-34-year-olds, placed more value on experiences, with 34% of those polled stating they would be “make sacrifices” to prioritise spending on experiences, found the research conducted by Opinium on behalf of Grant Thornton UK. Join our new WhatsApp channel: The Morning Round-Up Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. While just under half of 18-34-year-olds said they had spent more on experiences this year compared to the last, because it “makes them feel good”. And just over a quarter (26%) said that experiences would be the last thing they cut back on when times are tough.