Finding a new brand used to mean scanning the high street or hunting for bargains online.
Now, it’s more of an adventure. Shoppers are chasing inspiration, not just discounts, blending social feeds, visual platforms, and in-store browsing in ways that are rewriting the retail rulebook.
That shift is at the heart of a new report from Pinterest, which shows how curiosity, trust, and the desire for personal connection are reshaping the path to purchase in 2025.
Confidence Returns
Despite the headlines about tough times, many shoppers are upbeat. Half say they expect to have more disposable income this year with confidence especially high among younger shoppers – nearly 4 in 10 aged 25-34 feel good about their finances, compared with just 1 in 5 of those aged 55-64.
Optimism also varies by region: London leads the way at 67%, followed by Northern Ireland (55%) and Scotland (53%). The latest S&P Global UK Consumer Sentiment Index echoes this trend, with confidence recovering to its strongest level since last October.
For retailers, the message is simple: the UK isn’t one uniform market. Campaigns that speak to different ages, lifestyles and regions will connect far more effectively.
It’s about inspiration, not just price tags
According to the report, traditional sales tactics are losing their shine. Shoppers increasingly expect brands to spark their imagination rather than rely on countdown clocks, flash sales and limited time offers.
Meanwhile, trust is now one of the most valuable currencies. Recommendations from family and friends (54%) and customer reviews (41%) top the list of influences, but what has been dubbed visual discovery platforms are quickly rising – with almost one in three consumers naming them as a key source of inspiration for the year ahead.
Visual search is the new shopping window
One of the biggest shifts is how people are starting their shopping journeys. According to the insight, almost three-quarters of UK customers (71%) say they’ll be using images rather than words to find products in 2025. For 25-34 year olds, that number jumps to 87%.
Interestingly, the data reveals that 96% of searches are unbranded. In other words, shoppers arrive open-minded, undecided, but ready to be inspired. For brands, that’s a huge opportunity: if a business shows up in the right moment, with the right content, they can turn a casual scroll into a sale.
Social platforms set the stage
Shopping has become another sort of social occasion. Around a third of UK consumers say they use platforms like TikTok, Instagram and Pinterest to discover new brands. Another 27% use them to research before buying, and 1 in 5 seek out opinions there on brands they already know.
Younger shoppers are leading the charge – more than a third of 25-34 year olds are browsing for inspiration on these platforms.
For retailers, that means upping their game with immersive visuals, video and inclusive content that feels real, not just like another ad.
Peak season is high stakes
Big sales moments – from Black Friday through Boxing Day and the January sales – are when these habits really matter. Some shoppers plan every purchase, while others thrive on spontaneity. Either way, they’re looking for guidance and ideas.
Retailers that lean into inspiration are seeing results. If they like your content they will literally buy into your brand is the clear conclusion.
Personalisation with purpose
AI is also playing its part – not by churning out generic ad copy, but by helping people feel seen. Pinterest has introduced inclusive filters by body type, skin tone and hair pattern, and shoppers who use them engage 66% more.
Retailers are following suit. White Stuff now tailors its website experience for new versus returning visitors, while Co-op Food is doubling down fast with its ‘store-to-door’ initiative by providing flexible delivery options with partners to remove friction from online orders.
The point isn’t tech for tech’s sake – it’s using tools to make shopping easier, more personal and more inspiring.
A new path to purchase
Perhaps the biggest change is that shopping journeys are no longer linear. The traditional funnel of awareness, consideration and conversion doesn’t hold up. Today’s customers dip in and out across different touchpoints by scrolling on social media, clicking on ads, browsing in-store – before deciding to buy. That’s why measuring only the ‘last click’ can be misleading.
From curiosity to conversion
What’s clear from the research is that customers want more than a good deal. They want to be inspired, to feel understood, and to trust the brands they buy from. Visual discovery and social platforms are at the heart of that shift, and AI is helping to personalise it.
For retailers, the opportunity is huge. Those that embrace inspiration, authenticity and personalisation will not only capture sales during peak season but also build loyalty that lasts.
Because in 2025, shopping isn’t just about getting from A to B. It’s about the thrill of the journey – from the first scroll to the final purchase.
Further Reading / Sources
Exclusive research: 1,000 shoppers reveal the new ways they discover brands Retail Week
Consumer confidence recovers to highest level since October budget The Times
