Birthday celebrations in the UK are becoming more individualised, especially among younger generations, according to new research from greetings card marketplace thortful. A survey of British adults reveals that one in five 25 to 34-year-olds now prefer to celebrate their birthdays alone, reflecting a wider cultural shift in how people mark their special day.

Across the country, celebration styles differ. While 39% of people still choose low-key family gatherings, others take different approaches. A quarter of respondents enjoy going out for an evening meal, and 17% opt for lunch. Just 9% extend their birthday across a week, and only 7% mark the occasion with a holiday. Dedicated parties and half-birthday celebrations remain niche, with both chosen by just 5%. A further 10% report skipping birthday celebrations altogether.

Demographics also influence trends. Men are slightly more likely than women to stretch celebrations over a week, with 9% compared to 8%. Women are twice as likely as men to celebrate with a holiday, at 10% versus 5%. In the 25 to 34 age bracket, 20% prefer solo celebrations, and 19% enjoy a week of festivities. Regionally, Manchester leads in extended celebrations with 23%, while Sheffield stands out with 15% choosing solo birthdays. Half-birthdays appeal to 10% of Mancunians, and 12% of people in Sheffield opt for dedicated events.

Expectations for cards and gifts remain strong despite changing celebration styles. Almost half of all Brits, at 45%, expect birthday cards from family. Among women, this figure climbs to 87%, compared to 60% of men. Gift expectations show a similar pattern, with 33% of women and 29% of men expecting presents from family. At the same time, 31% of men and 23% of women say they expect nothing. Younger people are more likely to anticipate gifts, with 59% of 25 to 34-year-olds doing so, compared to 29% of over-65s. Manchester again tops the list, with 64% expecting gifts. In Sheffield, 15% of residents believe at least £10 should be spent on their birthday. Glaswegians are the most likely to hope for a surprise party at 8%, while 20% of people in Belfast want cards only for milestone birthdays.

Emotional responses to birthdays also vary. About 26% of people say they love the day, while 16% express anxiety about ageing, and 13% dislike the attention. Women are almost twice as likely as men to feel age-related worry, at 20% compared to 11%. Among those over 65, 21% report concern about ageing, with 18% of 18 to 24-year-olds feeling similarly. Meanwhile, 15% of young adults aged 19 to 24 say they feel upset on their birthday, and 17% of those aged 55 to 64 report discomfort with being the centre of attention. But 16% of 25 to 34-year-olds say they begin planning their birthday months in advance.

In cities such as Manchester and Sheffield, alternative trends like half-birthdays and solo celebrations are growing in popularity. At the same time, traditional customs around cards and gifts remain prevalent. The findings point to a broader move away from elaborate parties and towards more meaningful or personal experiences.

These insights, based on thortful’s nationwide survey, capture how birthday traditions are being redefined across the UK in 2025, shaped by generational preferences and regional differences.