How are young men in Britain driving the luxury market?

New data from YouGov Profiles, collected between April 2024 and April 2025, looks at how men aged 18-34 in Great Britain are engaging with high-end brands. It paints a picture of a demographic that’s not just spending but planning to spend more.

So how are young men shaping the future of luxury?

A group more likely to treat themselves

When asked which statements about luxury goods best described them, 22% of men aged 18-34 said they had bought luxury goods for themselves over the past 12 months. That compares to 16% of all men. When it comes to buying luxury items as gifts, the picture flips slightly: 9% of young men said they had done so, compared to 11% of all men.

Spending levels are similar, but intent tells a different story

In terms of how much was spent, there isn’t much difference between young men and the broader male population. Among those who made luxury purchases:

• 63% of both groups spent less than £999.99
• 16% of young men and 17% of all men spent between £1,000 and £4,999.99
• 3% of young men and 5% of all men spent between £5,000 and £9,999.99
• 3% of young men and 4% of all men spent between £10,000 and £24,999.99
• 5% of young men and 4% of all men spent £25,000 or more

On raw spend alone, younger men look much like their older counterparts. But the future tells a different story.

Asked whether they planned to spend more, less, or about the same on luxury goods over the next 12 months, 25% of men aged 18-34 said they intended to spend more. That’s compared to 14% of all men. The majority in both groups (39% of young men and 40% of all men) said they would spend about the same. Fewer young men said they planned to cut back (21% compared to 27%).

Consideration for luxury brands is rising fast

Another way to measure momentum is BrandIndex’s Consideration metric — the percentage of people who say they would consider purchasing from a brand. Here, younger men are again leading the way.

Between the current period (April 28, 2024 – April 27, 2025) and the comparison period (April 28, 2023 – April 27, 2024), men aged 18-34 showed marked increases in Consideration for four luxury labels:

• Gucci: up 10.5 points (from 11.1 to 21.6)
• Prada: up 6 points (from 8.9 to 14.9)
• Burberry: up 6.2 points (from 8.0 to 14.2)
• Valentino: up 2.2 points (from 4.7 to 6.9)

Across all men, brand Consideration scores rose too, but not as dramatically:

• Gucci: up 4 points (from 5.6 to 9.6)
• Prada: up 2.4 points (from 5.3 to 7.6)
• Burberry: up 2.4 points (from 4.1 to 6.6)
• Valentino: up 1.2 points (from 2.0 to 3.2)

This points to a faster-growing engagement with luxury brands among younger men compared to the general male population. For brands looking to build long-term loyalty, this group may represent a critical opportunity.

For more on young men’s evolving relationship with luxury, read Consideration for luxury watches rises sharply among young men in Britain.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration score is based on the question: When you are next in the market to purchase clothing, from which of the following would you consider purchasing and delivered as a percentage.

YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.