Low-Key Birthdays Are Trending as the ‘Friendship Tax’ Bites

With the cost of living crisis biting and terms like ‘friendflation’ gaining traction, it seems Brits are scaling back on how they celebrate. A study found that people are spending up to £200 a month on social activities¹, forcing many to rethink birthdays and milestones.

Instead of costly parties and extravagant outings, celebrations are becoming more intimate, meaningful, and budget-friendly. According to thortful’s research², nearly four in ten (39%) say their preferred way to celebrate is simply gathering with family at home, making it the nation’s preferred option.

Others still enjoy modest treats, such as going out for an evening meal (25%), lunch with friends (17%), or a shopping trip (11%). A pub night out (10%) and day trips (10%) also remain popular, proving that while people are still going out, they’re doing so in ways that feel more affordable and personal.

Interestingly, the research also found that one in ten now celebrate their birthdays alone, and another 10% don’t mark the day at all. Among Zillennials (25–34), the solo celebration trend jumps to 20%.

The Rise of the Solo Birthday

For some, the simplest way to remove financial pressure is to spend the day alone. And rather than feeling lonely, many are finding these solo birthdays refreshing, personal, and empowering.

 Jess Farnham, 25, from Newcastle, says, “I got the metro into Newcastle for £5.20 return and started the day with a Reformer Pilates session for £20, which felt like a treat but also something healthy. I wandered through vintage shops, walked along the Quayside, and stopped for lunch at Hooch for just over £10. Later I browsed a bit more in Sephora and Typo, spending around £15 before heading home.

All in all, the day came to about £50, which felt really reasonable. In the past, I’ve gone away for my birthday and easily spent £300, but this year showed me that keeping it solo and low-key can be just as enjoyable – without the big price tag.”

Amy Gallimore, 30, from Manchester, found a similar joy in a more mindful, pared-back day. She explains, “I started the day taking a yoga class at my local studio for £10, something that felt both restorative and a little celebratory. It was the first birthday in three years that I hadn’t spent in Lisbon, but having a home now means budgets are much tighter, so I wanted to still do nice things for myself.

After coffee and a pastry at home, I drove over from Stockport to Haworth with the dog for an autumnal walk and day out. As a treat, I picked up a candle from the Cabinet of Curiosities for £26. Petrol cost £30 and parking was £4, not glamorous, but part of the adventure.

I had a pub lunch and a drink for about £7, then drove back home to relax with a glass of wine, which honestly felt like the perfect way to end the day. Altogether, the day came to around £77, which felt reasonable for a solo celebration full of small pleasures, proving a low-key birthday can be just as lovely as a big trip away.”

Celebrating alone doesn’t have to mean missing out. For many, it’s proving to be the ultimate form of self-care, with no financial guilt, no pressure, and no compromises.

With rising costs making lavish parties less realistic, this new wave of solo and low-key celebrations reflects a wider cultural reset, and one that swaps extravagance for authenticity, and cost for connection.

The Hidden Costs of Celebrating Others

It’s not only our own birthdays under the microscope. Attending other people’s celebrations has become a financial burden, with many making sacrifices to keep up.

According to thortful’s research³, 18% have used annual leave just to attend events, 14% cut back on meals out or takeaways in the run-up to parties, 12% scrimped on their weekly food shop, and 5% even skipped therapy sessions to afford a friend’s big day.

Zillennials, again, are the most affected, as 37% of this generation have given up annual leave, 20% have cut back on their food shop, and 15% have skipped therapy in order to celebrate someone else’s milestones.

Celebrating Without the Financial Pressure

With money worries hanging over so many, experts say this turn toward pared-back birthdays isn’t all bad news.

A spokesperson from thortful explains, “At their heart, celebrations are about coming together, marking moments, and creating memories – not about the price tag. It’s heartening to see people moving towards more low-key, meaningful ways of celebrating. These choices strip back the pressure and allow us to focus on what really matters: connection, joy, and making each other feel special.

“In an age where money worries too often overshadow the fun, the growing popularity of pared-back parties is a reminder that the most meaningful celebrations don’t need to break the bank. Sometimes, a slice of cake at home with loved ones is more memorable than a night out that empties your wallet.”

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