Over half of Brits (53 per cent) are choosing to cut back on fun experiences this summer as a result of the cost-of-living crisis – with meals out in restaurants, and live gigs or events, among the top activities being ditched.
Splashing out on takeaways, shopping for non-essential items, and treating themselves in coffee shops, are also among other pleasurable moments Brits will enjoy less of in the coming months.
And over a quarter, of the 2,000 adults polled, acknowledge that this summer will not be as enjoyable as previous years, as they save an average of £171 a month – adding up to over £2,000 by the end of the year.
The research, commissioned by Magnum, also found that UK festivals and gigs are also being axed from people's summer activities lists this year, with 39 per cent not having any live events lined up at all.
This is despite nearly two-thirds (62 per cent) saying they would usually go to at least one each year.
In response to the findings, Magnum has teamed up with singer-songwriter, Tom Grennan, to mark the launch of its new "Pleasure Pass", to give thousands of Brits access to some of their favourite festivals, gigs and events for free.
The "Found What I’ve Been Looking For" singer, said: "I was gutted to read the stats on how much people are cutting back on things that bring them pleasure, and this initiative is all about giving back and giving people that joy and entertainment we all need and deserve right now.
"There's nothing like the euphoria and togetherness of live music. It's a feeling like no other, whether you're on stage or in the crowd.
"Keeping tour tickets low and as accessible as possible is something I’m really passionate about. I've just done it on my recent tour so as many of my fans could come along as possible, and I love that Magnum share that same ethos."
It also emerged that 59 per cent can't justify spending money on fun and pleasurable activities because of other financial commitments, with 61 per cent prioritising their spending on household costs, transport, and utilities – meaning personal pleasure funds are taking a backseat.
That said, a third admitted they are getting FOMO – a fear of missing out – if they see others having fun, with 40 per cent "disappointed" they have had to cut back.
However, 24 per cent feel bad or annoyed with themselves if they enjoy moments when they could be working or studying.
The study also explored live events – with the atmosphere, listening to music, and spending time with friends and family, among the most popular aspects about going to one.
When attending shows in the past, 37 per cent of gig goers have managed to see their favourite artist of all time, while 24 per cent have discovered a new genre.
Concerts have also enabled 23 per cent to meet new and interesting people – and 11 per cent even met their best friend or partner at a show, the OnePoll survey found.
And 21 per cent are "always reminiscing" about the good times they had with friends in the crowd.
However, 27 per cent feel pressure from friends and family to prioritise saving money, rather than spending it on events like a music festival or a gig.
A spokesman from Magnum said: "We truly are a nation of pleasure seekers, and that makes it tough to learn so many are having to miss out on things that bring them pleasure like music festivals and gigs.
"We believe a day without pleasure is a day lost, which is why we were compelled to create something that allowed people to enjoy unrestricted access to the pleasures they look forward to each summer.
"We hope people will enjoy all of the amazing events we have on offer, and have their best summer season yet."
People can get a Pleasure Pass by spinning the wheel for a chance to win here, or by finding the Magnum Pleasure Bus which will be popping up in different UK cities across summer.
Top 20 pleasurable moments Brits are cutting back on:
- Eating out at restaurants
- Getting takeaways
- Shopping for non-essential items
- Coffee shop purchases
- Nights out with friends
- Going to the cinema
- Going on holiday
- Buying lunch for work
- Home utility usage
- Family days out
- Beauty treatments
- Premium/luxury products
- Going to the theatre
- Gigs/concerts
- Hobbies or recreational activities
- Transportation
- Streaming services
- Gift giving on birthdays and Christmas
- Home maintenance services
- Festivals
