January 22, 2019

Yorkshire: home to the UK’s super spenders and savviest savers when it comes to the morning coffee run

Yorkshire folk are increasingly turning to caffeine and croissants to fuel their way through the daily grind and new research shows that the county is home to both the biggest spenders (Harrogate) and the savviest savers (Wakefield) when compared to the rest of the country.

Data from Worldpay, the payments processor, has spilled the beans on how much commuters are prepared to spend on what many believe is the most important meal of the day. According to the analysis, consumers are spending on average £4.44 per morning. Those living in Wakefield are the thriftiest in the nation, managing to keep their morning caffeine fix to a mere £2.24. But the residents of Harrogate are spending almost triple the national average at a steep £11.09 per morning. Surprisingly, Londoners spend below average on their morning treats, choosing to visit their local coffee shops at 9:00am with average transactions of just £4.14. 

Top 5 Biggest Spenders

Top 5 Lowest Spenders

Harrogate – £11.09

Wakefield £2.24

Eastbourne – £10.92

Bolton – £2.52

Chester – £9.81

Edinburgh – £2.53

Stroud – £7.67

Peterborough – £2.79

Warrington – £7.65

Brighton – £3.42

 According to Worldpay’s analysis of consumer spending data in cities across the UK, the busiest time for commuters to buy their brew is 8:54am, at which point card transactions in coffee shops and cafes hit their peak each morning. Customers are turning to technology to speed up their caffeine rush with 85% of all transactions being made via contactless.

The data revealed significant variations across regions, with the “Breakfast Rush” differing by as much as three and a half hours up and down the UK. Britain’s earliest birds can be found in Luton, where breakfast purchases peak at 6:36am, while workers in Wigan appear to have a more leisurely start to their day, with coffee shops and cafés filling up at 9:58am.

Steve Newton, Executive Vice President at Worldpay comments: “Our data suggests that Brits are very much creatures of habit, particularly when it comes to their morning routine, so our guide is a must-have for anyone looking to avoid the “Breakfast Rush” in their region. Being asked to wait in line for five minutes is too much to bear for more than three quarters of consumers,[1] so anything that speeds up the morning commute, including a quick and hassle-free breakfast run, will win some major brownie points with your customers.

“Long queues can be stressful for time-poor commuters, so savvy business owners should be implementing efficient queue-cutting technologies like contactless payments, mobile wallets and loyalty apps to allow for a seamless start to the day.”


[1] Worldpay Customer Experience Report 2018