New research from greetings card marketplace thortful reveals evolving birthday celebration trends in the UK for 2025, highlighting a shift towards more personal, low-key experiences and a notable rise in solo celebrations. With over 187,000 birthdays occurring daily across the UK, the study uncovers how preferences vary by age, gender, and city, alongside expectations for gifts, cards, and surprise parties.
The survey, conducted among British adults, shows that 39% prefer low-key family gatherings, while 25% opt for an evening meal out and 17% choose a casual lunch. Only 9% extend celebrations to a week, and 7% mark the occasion with a holiday. A striking trend is the rise of solo celebrations, with 10% of Brits preferring to spend their birthday alone, particularly among 25–34-year-olds, where 20% embrace this approach. Additionally, 5% are trying the half-birthday trend, celebrating six months before their actual date. Dedicated birthday parties and surprise parties are less popular, with only 5% and 4% respectively favouring these options, and 10% skipping celebrations entirely.
Celebration preferences by percentage.
- Low-key with family: 39%
- Evening meal out: 25%
- Lunch out: 17%
- Shopping day: 11%
- Pub night out: 10%
- Day trip: 10%
- Solo celebration: 10%
- Week-long celebration: 9%
- Holiday (staycation or abroad): 7%
- Museum/art gallery: 6%
- Cinema/theatre: 6%
- Half-birthday: 5%
- Dedicated birthday party: 5%
Demographic differences are notable. Men (9%) are slightly more likely than women (8%) to extend celebrations over a week, while women (10%) are twice as likely as men (5%) to celebrate with a holiday. Regionally, Manchester leads with 23% favouring week-long festivities, and Sheffield sees 15% opting for solo birthdays. Half-birthdays are popular among 10% of Mancunians, while 12% in Sheffield prefer dedicated events.
Expectations for gifts and cards remain significant. Overall, 45% of Brits expect cards from family annually, with women (87%) far more likely than men (60%) to anticipate them. Gift expectations are higher among women (33%) compared to men (29%), while 31% of men and 23% of women expect nothing. Among 25-34-year-olds, 59% expect gifts, compared to just 29% of those over 65. Manchester tops gift expectations at 64%, and 15% of Sheffield residents expect at least £10 spent on them. In Glasgow, 8% hope for a surprise party, the highest among cities, while 20% in Belfast prefer cards only for milestone birthdays like 18th or 50th.
Birthday expectations by percentage
- Cards from family: 45%
- Gifts from family: 31%
- Cards from friends: 28%
- Nothing expected: 27%
- Gifts from friends: 12%
- At least £10 on presents: 9%
- Friends/family attend celebration: 7%
- Cards for milestone birthdays: 6%
- Gifts for milestone birthdays: 6%
- Surprise party: 4%
Emotional responses to birthdays vary widely. While 26% love the day, 16% worry about ageing, and 13% dislike the attention. Women (20%) are nearly twice as likely as men (11%) to feel anxious about ageing, with 21% of over-65s and 18% of 18–24-year-olds sharing this concern. Among 19–24-year-olds, 15% feel upset on their birthday, and 17% of 55–64-year-olds dislike the spotlight. Conversely, 16% of 25–34-year-olds plan their celebrations months in advance, reflecting enthusiasm for their special day.
Emotional responses to birthdays by percentage
- Love the day: 26%
- Worry about ageing: 16%
- Dislike attention: 13%
- Plan months in advance: 8%
- Feel upset: 5%
- Feel overwhelmed: 3%
These findings, based on thortful’s nationwide survey, indicate a broader move away from extravagant parties towards meaningful, individualised experiences. As birthday traditions evolve, cards and gifts remain central, but solo celebrations and low-key gatherings are redefining how Brits mark their special day in 2025.
