Consumers plan on spending an average of £158 on pre-holiday pampering and beauty prep, the latest data from BNPL firm, Clearpay, shows – a rise of 27% year-on-year.

The new research shows that Brits plan to spend an average of £74 on pre-holiday beauty products and a further £83 on pampering treatments to prep for their summer get-aways.

Two in five (40%) say they will spend more on summer beauty items, while Clearpay’s sales data shows a year-on-year rise in purchases of aftersun (115%), teeth whitening kits (+37%) and wax strips (+23%) as Brits begin their pre-holiday beautification regimes.

Men are now investing more than women in skincare and beauty buys ahead of 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 an average of £80 compared to £86 spent by women.

“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,” said Shakaila Forbes-Bell, Clearpay’s Consumer Insights Psychologist.

“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,” Forbes-Bell continued.

Shoppers were motivated by looking and feeling their best on holiday (44%), followed by a growing interest in health and beauty (39%) and being in a better financial position (36%).