What Do Brits Want from Promotions in 2026
What Do Brits Want from Promotions in 2026
Promotions sit at the heart of how Brits shop, rewarding loyalty, easing budgets, and nudging consumers to try something new. But in 2026, not every mechanic cuts through. With household finances under pressure and shoppers scrolling past a blur of price cuts, codes and pop-ups, promotions have become a battleground where only the clearest, fairest and most rewarding ideas stand out. Since the first What Brits Want from Promotions study in 2021, this series has become a benchmark for understanding what really works, revealing just how strongly consumers respond when promotions are simple to understand and easy to join. Now, with 3.0, Mando, YouGov and the IPM return to the question with fresh data for a tougher, more crowded landscape. At a time when discounts blur into background noise yet 86 per cent of Brits still say they find promotions appealing, the latest white paper steps back to ask a sharper question: What do people genuinely value from promotions today, and how can brands design campaigns that build trust, earn attention and keep shoppers coming back?
What Do Brits Want from Promotions in 2026
Promotions sit at the heart of how Brits shop, rewarding loyalty, easing budgets, and nudging consumers to try something new. But in 2026, not every mechanic cuts through. With household finances under pressure and shoppers scrolling past a blur of price cuts, codes and pop-ups, promotions have become a battleground where only the clearest, fairest and most rewarding ideas stand out. Since the first What Brits Want from Promotions study in 2021, this series has become a benchmark for understanding what really works, revealing just how strongly consumers respond when promotions are simple to understand and easy to join. Now, with 3.0, Mando, YouGov and the IPM return to the question with fresh data for a tougher, more crowded landscape. At a time when discounts blur into background noise yet 86 per cent of Brits still say they find promotions appealing, the latest white paper steps back to ask a sharper question: What do people genuinely value from promotions today, and how can brands design campaigns that build trust, earn attention and keep shoppers coming back?
The State of UK Promotions
Over the past three years, What Brits Want from Promotions has become a key barometer of UK promotional behaviour, unpacking how consumers really feel about discounts, prizes, loyalty mechanics and digital journeys. In the last report back in 2023, the findings were striking: 85 per cent of Brits said they find promotions appealing, 73 per cent said they are more likely to try a new brand when it offers a promotion and 72 per cent said they are more likely to notice a brand when it runs a promotion.
Developed by Mando in partnership with YouGov and with expert insight from the Institute of Promotional Marketing, the latest edition in this landmark series takes a fresh look at how UK consumers want promotions to work in practice. “This year’s paper explores the latest British promotional landscape and identifies what Brits desire in promotions and how to design them to maximise participation and effectiveness,” Mando explains. “We also deep dive into hot topics such as how to build trust in your promotion, how to get communications right, whether to repeat a promotion (or not!), how promotions work in loyalty programmes, gamification and how to optimise promotional partnerships.”
Power Up Your Promotions Live
IPM Members are exclusively invited to a live masterclass marking the launch of this new white paper, hosted at Sea Containers House, London, on Thursday 22nd January 2026. This industry briefing will bring together Mando, YouGov and the IPM alongside leading brands and agencies to explore what the data means for real campaigns.
Across the afternoon, attendees will hear the key findings shaping the future of promotions, see case studies from award-winning work and take part in a live panel discussion with leading voices from across the industry. It is a chance to test your instincts against the numbers, understand how other brands are responding and ask practical questions about implementation: which mechanics deserve more investment, where trust and clarity are most at risk, and how loyalty, gamification and partnerships can be used more intelligently.
With a range of case studies and expert insight, our ambition is clear: “We hope that this inspires IPM members to recognise the value that promotions can provide in the marketing toolkit.” The aim is that you leave with a clearer sense of what really works today, what the data suggests will win tomorrow and how to start 2026 on the front foot.
“We shared the first edition of this paper back in 2021 and it’s fair to say a lot has changed since then, but one thing remains consistent: Brits love promotions and our industry continues to be at the forefront of innovation. A whopping 86% of Brits find promotions appealing,” says Mando.
Reserve Your Seat
If you’d like to attend the What Brits Want from Promotions 3.0 launch event at Sea Containers House on Thursday 22 January 2026, from 3:00–7:00pm, please email info@theipm.org.uk letting us know how many spaces you’d like to reserve and any questions you have about the session.
The IPM team will come back to confirm your booking and next steps.
UK Promotions Unpacked
Over the past three years, What Brits Want from Promotions has become a key barometer of UK promotional behaviour, unpacking how consumers really feel about discounts, prizes, loyalty mechanics and digital journeys. In the last report back in 2023, the findings were striking: 85 per cent of Brits said they find promotions appealing, 73 per cent said they are more likely to try a new brand when it offers a promotion and 72 per cent said they are more likely to notice a brand when it runs a promotion.
Developed by Mando in partnership with YouGov and with expert insight from the Institute of Promotional Marketing, the latest edition in this landmark series takes a fresh look at how UK consumers want promotions to work in practice. “This year’s paper explores the latest British promotional landscape and identifies what Brits desire in promotions and how to design them to maximise participation and effectiveness,” Mando explains. “We also deep dive into hot topics such as how to build trust in your promotion, how to get communications right, whether to repeat a promotion (or not!), how promotions work in loyalty programmes, gamification and how to optimise promotional partnerships.”
Power Up Your Promotions
“We shared the first edition of this paper back in 2021 and it’s fair to say a lot has changed since then, but one thing remains consistent: Brits love promotions and our industry continues to be at the forefront of innovation. A whopping 86% of Brits find promotions appealing,” says Mando.
IPM Members are exclusively invited to a live masterclass marking the launch of this new white paper, hosted at Sea Containers House, London, on Thursday 22nd January 2026. This industry briefing will bring together Mando, YouGov and the IPM alongside leading brands and agencies to explore what the data means for real campaigns.
Across the afternoon, attendees will hear the key findings shaping the future of promotions, see case studies from award-winning work and take part in a live panel discussion with leading voices from across the industry. It is a chance to test your instincts against the numbers, understand how other brands are responding and ask practical questions about implementation: which mechanics deserve more investment, where trust and clarity are most at risk, and how loyalty, gamification and partnerships can be used more intelligently.
With a range of case studies and expert insight, our ambition is clear: “We hope that this inspires IPM members to recognise the value that promotions can provide in the marketing toolkit.” The aim is that you leave with a clearer sense of what really works today, what the data suggests will win tomorrow and how to start 2026 on the front foot.
Reserve Your Seat
If you’d like to attend the What Brits Want from Promotions 3.0 launch event at Sea Containers House on Thursday 22 January 2026, from 3:00–7:00pm, please email info@theipm.org.uk letting us know how many spaces you’d like to reserve and any questions you have about the session. The IPM team will come back to confirm your booking and next steps.
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Latest News
What Do Brits Want from Promotions in 2026
Get ready to unpack the promotional marketing landscape for 2026 as Mando, YouGov and the IPM prepare to launch What Brits Want from Promotions 3.0...
IPM Brings AI Marketing Debate to Westminster
AI in marketing goes on trial at the House of Commons, as MPs and industry leaders debate whether it is a partner or disruptor to promotional marketing.
Piccadilly Lights Goes from Billboard Icon to Experiential Capital
Piccadilly Lights, once the crown jewel of billboard advertising, is now the beating heart of experiential marketing in London, where brands don’t just advertise, they immerse.
