Core Differences Between American And British Consumers

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If your brand caters to customers across both the United States and the United Kingdom, it's important to understand their unique preferences so that you can set up a compelling customer experience that resonates both at home and across the pond.

That goes beyond converting currency from dollars into pounds, or adding a "u" to words like "favorite." Consumer spending and behavior in each country ties back to regional customs and values, and it's important to address those in your marketing and sales strategy.

We've dug into a wealth of data to get a better handle on what American and UK consumers both value in a brand experience — both during the pre-purchase and the post-purchase stages. While the two countries' average shopper profile shares many commonalities, we also found areas where they diverge significantly.

First and foremost, it's important to note that the US is a much larger market than Great Britain. US consumer spending was at 15,569.85 USD Billion in Q4 of 2023, versus 350,800 GPM Million (441,948 USD Million) in the UK. American consumers also tend to have more disposable income: The 2022 GDP per capita in the UK was around $46,125 USD, versus $76.329 in the US.

That means American consumers in general have more buying power — and there are a lot more of them to go around.

British customers shop online more often
Nearly 51% shop "mostly or always" online, compared to 38.9% of customers in the US, according to Attest data.