The January Payday Panic: Half of Brits Have Already Spent Their December Wages as ‘Financial Hibernation’ Sweeps the UK

• Half (50%) of Brits have already spent their December wages – two-thirds (66%) say that their January pay slip ‘can’t come soon enough’
• The average Brit needs to save £230 more than a typical month this January – a fifth (22%) need to save at least £400
• In a bid to save, Brits admit to seeking financial guidance from AI (39%) and social media influencers (27%)
• The majority (54%) of Brits want ‘me time’ after a social-heavy festive season – a quarter (24%) will cancel social plans to stay in and watch their favourite TV show instead
• Virgin Media TV bundles now include Netflix as standard at no extra cost – customers can save £5.99 per month from their entertainment here

MONDAY 12TH JANUARY, LONDON: Half (50%) of Brits have already spent their December wages, with two-thirds (66%) confessing that their next pay slip “can’t come soon enough”, according to new research revealed today.

Commissioned by Virgin Media, the research found that the nation is entering a period of financial hibernation following excessive spending over the festive season. Indeed, the average Brit spent £315 on going out in December, with a quarter (24%) spending more than £500 socialising with friends. As a result, Brits say they need to save an average of £230 more than a typical month this January in an attempt to balance the books, with a fifth (22%) aiming to save £400.

Financial pressure has reshaped Brits’ social priorities for the month with three out of four (75%) saying that the New Year is the best time to prioritise themselves and what they need, leading the majority (54%) to say they want some much needed ‘me time’ after a social-heavy festive season. The top ways to spend ‘me time’ this January include binge-watching TV or streaming a series (56%), reading (36%), and having a takeaway (24%).

This financial hibernation is so popular that a quarter (24%) of Brits will cancel or postpone social plans because they would rather stay in and watch their favourite TV show, and half (50%) admit they would rather spend money on a streaming service than an evening of social plans.

Virgin Media is helping customers reduce their monthly bills with the inclusion of Netflix as standard, and at no extra cost, across its full range of TV bundles. The streaming services is also included as standard with Virgin Media’s broadband-only packages (M500 and above), meaning new customers can instantly trim £5.99 per month from their entertainment expenses by taking one of these bundles.

Other priorities for the New Year include getting finances in order (49%) which tops the list ahead of health goals such as eating more healthily (44%), avoiding alcohol or smoking (35%), and hitting the gym (33%). What’s more, only a quarter (24%) of Brits are prioritising picking up a new hobby, as focus shifts firmly towards tightening the purse strings.

Interestingly, Brits are more likely to seek financial guidance from artificial intelligence (39%) and social media influencers (27%) than financial advisors (19%).

David Bouchier, Chief TV and Entertainment Officer at Virgin Media O2, said: “Offering incredible value and excellent entertainment is at the heart of Virgin TV. That’s why in the last year we’ve added 100’s of hours of on-demand programmes and dozens of new streaming channels across our customers favourite viewing genres, as well as adding Netflix as standard across our full TV bundle range – all at no extra cost. With so many of us opting to swap social plans for our favourite shows this January, we want to help hibernating households continue to enjoy the entertainment they love.”

Those looking for a great deal on unmissable entertainment can find out more about Virgin Media O2’s TV, broadband and mobile packages here: TV Package Deals | Flexible Plans & £0 Setup | November 2025.

Virgin Media broadband customers also get access to Priority from O2, offering annual rewards worth over £339 according to Uswitch. To access a range of rewards, perks and access to gig tickets art venues across the UK 48-hours before general release, customers can download the Priority app.

ENDS

For more information about the campaign, please contact: VMO2@hopeandglorypr.com

The research was conducted by Strand Partners, among a sample of 1,020 UK Respondents (Nationally Representative, aged 16+). The data was collected between 18.12.2025 – 19.12.2025.

The research was also conducted by Censuswide, among a sample of 2,000 UK Respondents (Nationally Representative, aged 16+). The data was collected between 22.08.2025 – 26.08.2025.

Netflix inclusion as standard: Applies to all Mega TV bundles (regardless of broadband speed) and broadband only packages that include M500 broadband as a primary offering. Customers who get a boosted broadband speed as a result of Volt e.g. M350 boosted to 500Mbps will not be eligible for Netflix Standard with Ads to be included within their bundle cost.