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Festival-goers will spend £1.2bn this summer on food, clothes and merchandise, according to a new poll.
Researchers who surveyed 2,000 adults found 36 percent plan to go to some sort of live entertainment event this year, spending an average of £67 a day while browsing stalls and enjoying rides and other festival experiences.
Food is the biggest daily spend at a festival, with the average music fan spending £46.
However, the results suggest food preferences have changed and the days of beers and burgers are long gone. Instead respondents said they opted instead to tuck into Thali, fish curry, kimchee and, for one in 20 respondents, insects.
Eighty percent said they would buy unique products which cannot be found elsewhere, with nearly half preferring to shop at music festivals rather than online or on the high street , feeling more connected to products bought at a live event.
Glastonbury Festival 2019: Best-dressed attendeesShow all 44 1 /44Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 Rainbow hat, rainbow feathers and ice cream make the perfect stand-out ensemble.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 Going monochrome is always fun, and even more so when it's hair, glasses, sequins and lipstick.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 A pom-pom headband takes this sparkly outfit to a whole new level.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 This attendee ticks all the boxes: flowers, face paint, glitter, huge smile.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 Sometimes you just want to make your fashion political.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 5 Who needs a flower crown when you can have a butterfly one?
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 It wouldn't be a festival without at least one unicorn.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 If you really want to stand out on the hottest day of Glastonbury, why not cover your whole face with peace signs?
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 If you have to carry an umbrella, make it tasseled.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 A patterned parasol is not only practical in the blazing sunshine but also a great accessory for what would otherwise be a simple outfit of a striped dress and boots.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 When the heat gets too much, even wearing a top can seem oppressive. These festival-goers opted for a harness and rainbow geometric nipple art respectively.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 In this heat, it's barely worth wearing any clothes at all. This high waisted, colourful bikini is just the right amount of playful and practical, and the red fishnets give it the necessary edge.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 Another day, another flower crown, and this festival-goer topped it with a lace parasol and yellow-tinged John Lennon glasses for ultimate hippy-chic.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 4 Four attendees went all out, donning matching ‘Where's Wally’ style outfits, accessorised with hats, retro beach balls and some facial hair.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 3 A sunflower crown is the flower crown to outdo all flower crowns, especially when the yellow hue of the petals matches the tint of your sunglasses. Now that's co-ordination.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 3 Not even ball gowns are off limits at Glastonbury, as this attendee demonstrates. Hers is a strapless dusky pink style.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 3 Daisy-covered cycling shorts, matching crop to and pink trainers. Check. Denim cut-offs, white trainers and braided hair? Check. These two festival guests have all the playful staples going on in their ensembles.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 3 This festival-goer has chosen a classic combo of denim high-waisted shorts and a crochet white top. Pink Converse trainers top the look off.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 3 If you want to dress like a fairy, Glastonbury is as good a place as any. This guest pairs her tulle blue and white tutu with matching giant wings, a white corset and muddied trainers.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 The bigger the flowers on your flower crown, the better. This guest makes floral decorations pop with an added beaded headband and star makeup dotted underneath her eyes.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 The classic bumbag is a festival failsafe item, one that needn't compromise your outfit, as this guest shows by pairing hers with an oversized graphic T-shirt, black cycling shorts and chunky white trainers.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 Fluorescent green sequin shorts sounds like a lot, but worn here with a cropped grey sleeveless top and simple black sandals, they work a treat.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 Rainbow-coloured stripes are never a bad idea at Glastonbury. Here, one guest wears hers in a head-to-toe one-piece while the other chooses a bardot crop top, paired with a yellow cheetah print skirt.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 One guest wears a multi-coloured striped tank top underneath blue culottes while the other chooses an oversized T-shirt with different coloured stripes.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 This festivalgoer has gone for a retro aesthetic with her look, wearing a 1970s psychedelic printed playsuit with an orange satin jacket and yellow sandals.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 This attendee wears a silver sparkling mini dress with a yellow gold cape and heart-shaped sunglasses.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 This colourful duo co-ordinated their outfits by both wearing the same rainbow-striped catsuit with glitter on their faces.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 This guest dressed as a merman for the festivities and completed his look with a green crown.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 2 Heart-shaped sunglasses and bucket hats are two festival staples for good reason. This Glastonbury guest pairs hers with silver hoop earrings.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Nothing screams festival fashion quite like a zany boilersuit, and this monochrome striped option certainly delivers. This guest pairs her one-piece with an embellished hat, black boots and oversized sunglasses.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 The disco ball cup might serve a practical purpose, but it might as well be purely decorative in this instance, adding some colour and character to this festival guest's ensemble. The real accessories consist of a patterned head scarf and star-shaped sunglasses.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Multi-coloured striped trousers paired with a sunshine yellow sleeveless top make for quite the summer's day look, perfect for the balmy temperatures.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 This guest wears a metallic blue zip-up one piece complete with scale-like details.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 More is more for this festival-goers waistcoat, which is covered in colourful badges that match the hues of his stripy tie. He wears his baseball cap to the side and holds a red mug that looks as if it might just be made from Lego.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Proving that festival fashion is about more than just what you wear, this attendee adds some glitter to his beard for a suitably playful Glastonbury look.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Fishnet tights are a festival staple, worn here with high-waisted black knicker shorts, a black crop top and a gold armour-like cape draped over the top.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 The bigger the flower crown, the better. Particularly when paired with violet-tinted heart-shaped sunglasses.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Stilts are a risky addition to any outfit, but particularly at a festival. These daring guests cover theirs with wide-leg turquoise flares and a patchwork fuchsia skirt, with eccentric hats, an umbrella and a violin thrown in for good measure.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 These two revelers match their outfits to the rainbow structure behind them, one in tie-dye and another in a multi-coloured Hawaiian shirt.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Green, black and star prints seem to be the dress code for this flamboyant cohort.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Three of the women in the group were pictured walking arm-in-arm through the gruonds of the Pilton festival.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Plaid makes a double appearance here, in mini skirt form and in the shape of high-waisted trousers. Both guests added some 1990s grunge to their look by wearing heavy-duty boots.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 This festival guest wears yellow-tinted sunglasses with feather detail and a gold sequin top.
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Glastonbury Festival 2019: Best-dressed attendees Glastonbury Festival 2019: Day 1 Gold co-ords, flower crowns, face paint and knee high socks... there's a lot going on for this trio, sartorially speaking. But it's Glastonbury, anything goes.
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The study also polled 200 merchants and discovered festivals are seen as fertile ground to trial new products and ideas , with half testing products which they will then sell online or in store .
Of those who have used festivals as a testing ground, four in five said they did so because they considered attendees to be fairly open-minded and 83 percent liked the idea of receiving direct feedback.
With purchasing decisions driven by a desire for unique products that cannot be found elsewhere, heightened emotions, and open-mindedness, merchants anticipated their sales will continue to rise.
In fact, those present at live events expect their revenue to increase 12 percent over the next five years.
With the festival industry currently worth over £2.46bn and a third of respondents planning to attend a festival this summer, live events pose an increasingly lucrative opportunity for new and established brands.
“Pop-up commerce is thriving across the UK festival scene, as brands compete to provide the ultimate fan experience,” said Daniel Mathieson, head of sponsorship at Barclaycard, which commissioned the study. "With more ways to engage audiences alongside demand for a deeper connection to the products they try and buy, festivals are becoming a fertile ground for all kinds of businesses to grow.”
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