Research reveals the nation’s ‘reset mindset’ ahead, from spending intentions to end-of-year self-reflection and manifestations
- Looking ahead to next year, half of Brits agree that they use the end of the year as a time for self-reflection and/or manifestation.
- One in four Britons (27%) plan to spend more on festive shopping this year, led by men (33%)
- Discounted deals and price guarantees remain attractive to customers; Almost half of shoppers said that this is likely to influence their purchasing decisions.
- AliExpress launched The ‘See the Signs’ campaign in partnership with media personality Gemma Collins. Consumers can manifest big savings, premium products and hidden gems as part of the brand’s 11.11 and Black Friday sale.
With just months till the end of the year, new research from AliExpress, the global online retail marketplace, reveals that Brits are not only preparing their shopping lists — they’re also reflecting, manifesting and resetting for the year ahead.
According to the study of 2,000 UK adults, conducted by Censuswide, nearly half (49%) say they use the end of the year as a time for self-reflection or manifestation. Manifestation is all about using positive thinking to imagine achieving desired outcomes, believed to increase the likelihood of success.
The proportion of Brits who adopt this mindset as the year ends rises to 66% among 18-44-year-olds. For many, the end of the year represents a symbolic turning point: 55% agree that it marks a closing chapter and a moment for new beginnings, highlighting a national mood of optimism and renewal as 2025 comes to an end.
Manifestation Meets Mindful Shoppers
The research finds that Brits are balancing introspection with pragmatism as the year closes. While 47% of shoppers say price-matching guarantees influence their purchasing decisions —rising to 64% among Generation Z and 67% among Millennials—many also view the end of the year as a time to “reset”.
For younger consumers, this duality is striking:
- 33% of Millennials set strict budgets for festive gifting,
- 29% of Millennials actively seek deals and discounts online for Christmas shopping
- 25% of Millennials save money in dedicated “gift pots”.
This trend reflects a broader shift toward conscious spending, where manifestation culture intersects with fiscal responsibility. As AliExpress’s research shows, shoppers are not just seeking material goods—they’re aligning purchases with personal goals, whether that’s saving more, gifting thoughtfully, or finding joy in a bargain.
Value for Money
Despite the focus on value, spending intentions remain strong. More than one in four Britons (27%) plan to spend more on festive shopping this year, led by men (33%), who are notably planning to be more generous than women (22%). At the same time, more men (20%) say they are leaving one or more people off the gifting list, suggesting the increased value in gifts.
The research reveals that 88% per cent of AliExpress shoppers say they have saved money using AliExpress this year, reporting an average saving of 35 per cent. The younger end of the age spectrum is overwhelmingly more active on AliExpress than any other generation. Nearly half (43% respectively) of UK Generation Z and Millennials respondents shop on AliExpress at least once a month, with around half of them shopping at least once a week.
Manifesting deals and savings with Gemma Collins
The AliExpress See the Signs 11.11 campaign, fronted by the iconic Gemma Collins, taps into the growing link between manifestation culture and conscious spending.
Gemma’s well-known use of manifestation and positive thinking perfectly aligns with the campaign’s blend of spirituality and savvy shopping. She brings a relatable, aspirational voice that encourages consumers to manifest their desires and spot great deals.
Gemma commented: “You know The GC is all about manifesting good things in life, and the AliExpress ‘See the Signs 11.11’ campaign is just that! It’s like the universe is sending us a sign, that 11.11 is your moment to trust your gut, manifest everything your heart desires, and grab deals that are just as fabulous as you are. It’s about treating yourself and those you love.”
“From the study, we see a ‘practical spirituality’ trend is emerging among the younger population: with 25-44-year-olds resonating strongly with manifestation culture, while also being the most mindful with budgeting, saving and deal seeking. This is where it can play an important role – helping consumers make smart, positive choices — whether that’s saving more, gifting better or finding joy in something new,” said Bonnie Zhao, AliExpress UK’s General Manager.
“As people reflect on what matters and prepare for a new chapter, 11.11 is the perfect time to ‘see the signs’ — to recognise opportunities, make the right decisions and celebrate value with meaning.”
In partnership with Gemma Collins, The AliExpress See the Signs 11.11 campaign encourages shoppers to tune into symbols of renewal and self-belief, whether that means manifesting goals for the year ahead or recognising the right moment for a savvy buy.
The 11.11 Sale ran from 11–19 November, and continues with the platform’s Black Friday Sale all the way until 3 December, with millions of deals, local delivery options and thousands of price-matching products across the AliExpress platform.
