Almost one in three adults say they are not having a summer holiday this year to save money, according to new research for elephant communications.
In the national poll, a further 14% said they were planning a UK-based summer holiday this year to save money and around one in 10 were planning to take a break later in the year to make their money go further.
When it came to people that had decided to go without a holiday this summer, it was the 35-44 year old age group that was most affected. Families with children were more likely to go without a holiday than couples without children. The under 25 age group was least likely to consider a holiday-free summer to save money.
Of those going on holiday, three in four were looking for ways to save money. The top courses of action comprised; going self catering, going for a shorter holiday, picking a cheaper destination and not bringing back gifts for friends and family.
Lindsay Marino, Director at elephant communications commented: “Our research suggests people are making sacrifices and cut backs on a range of fronts. Despite the bad weather, people are being more measured with their holiday plans this year and keeping the family finances afloat is the key issue.”
The new research is from elephant’s Austerity Britain study, which explores attitudes to money and the juggling of priorities – from food shopping and bills to holidays and leisure. The elephant team will be running sessions on the new findings during August. For more information, contact info @elephantcommunications.co.uk.