The Cost of Friendship: Ranking UK Cities by Social Spending Strain
A new study by Vanquis bank highlights the cost of socialising across major UK cities.
Estimated read time: 3 mins
Our findings come as the nation experiences a loneliness epidemic, with over 3.83 million Brits confessing to feeling lonely. 16–29-year-olds are the most affected age group, reporting higher levels of loneliness more often than older generations.
In this article, we outline areas of the UK where it’s easier to afford and maintain friendships.
Which UK cities struggle the most to afford social activities?
A recent survey has revealed that more than a quarter of people don’t usually socialise with friends or family or pursue a hobby in a social setting at all. And with 3 in 4 feeling the pinch of the cost-of-living crisis, it seems the issue may not be the struggle to make friendships, it could be the cost of maintaining them.
Our researchers at Vanquis have analysed the price of common social activities (including cinema tickets, bowling, spa days, escape rooms, a pint at the pub, coffee prices, meals out and travel) in the UK’s 50 largest cities and their affordability as a percentage of the cities’ median gross monthly income.
Our study revealed Belfast in Northern Ireland is the most expensive city for socialising. Residents could spend as much as £241 a month on typical social activities with friends, which is 9.99% of the area’s median monthly gross income before tax and other deductions.
Which UK cities can most afford to splash out on seeing friends?
In contrast to the above table, below is our list of the most affordable UK cities for maintaining friendships, based off gross income in each area vs the local pricing of our sample list of social activities:
Southend-on-Sea is the most affordable city for socialising, with the average cost of completing multiple social activities, eating out and transport costing around £190.21 per person (6.52% of the median monthly income of £2,915.17).
Portsmouth and Oxford are the second and third most affordable cities, with potential days or nights out costing roughly £174 (6.79%) and £211 (6.96%) per person on average.
Perhaps surprisingly, London sits in the middle of the overall table, as the 23rd of 50 most affordable cities for socialising. While the capital is joint first with neighbouring Watford for the highest cost of a cinema ticket (£15), it is a more affordable location for a spa day at £67.75 per person on average. However, an escape room could cost you, as the average price per person comes in at £42.
Which cities are likely to be the loneliest?
Belfast has the fifth highest average spa day cost in the UK, with the average day pass costing £92.50 per person, and the joint fourth highest cost of a trip to the pub at £6 per pint.
The Northern Irish capital is also one of the most expensive cities (together with London) for a three-course meal out, costing £40 per person on average.
The most recent statistics show that 1 in 4 Northern Ireland residents aged 16-24 feel lonely at least some of the time, while loneliness affects roughly 1 in 20 people in general across the region.
In second place is Plymouth in Devon, where residents could spend an estimated £230 a month on meeting friends for a range of activities, equating to 9.75% of the city’s monthly median gross income of £28,363.
The coastal city is the joint third most expensive for bowling in the UK at £16.80 for two games per person and fourth for a spa day at £97.40 per person, on average.
Local campaigns have previously been launched to tackle the issue of loneliness, specifically targeting students.
Watford takes third place as the costliest city for maintaining friendships, with a full diary of social activities amounting to nearly £275 a month roughly 9.5% of the area’s average monthly gross salary (£34,905).
Watford has the most expensive cinema tickets in the UK (alongside London) at £15 per person on average, and the second most expensive spa day at £111.95 per person, on average. Escape room experiences can also prove costly at £36, the third highest price in the country, and the commuter town is also joint second for the cost of a three-course meal out at £35.
According to government data, some Hertfordshire areas have above-average levels of loneliness, which may be due to the cost of socialising vs median monthly income.
In fourth and fifth positions are Brighton and Manchester, where residents can spend around £261.23 (9.44% of monthly median gross income) and £214.70 (9% of monthly median gross income) on socialising, respectively.
Brighton has the second most expensive cinema ticket in the UK at £14.99 per person on average, and the highest average spa day cost at £113.80. Meanwhile, Manchester has the fourth-highest price for a coffee.
Brighton-based charity Together Co. aims to reduce loneliness in the area and launched a letter-writing program earlier this year, while 67.3 percent of Manchester residents report feeling lonely.
Completing the top 10 most expensive cities for socialising are Nottingham (8.97% of monthly median gross income), Stoke-on-Trent (8.9%), Luton (8.9%), Leicester (8.57%) and Dundee (8.46%).
What our findings show
This study shows the cost of living isn’t just putting pressure on essentials, it’s now affecting friendships and wellbeing. Social connection is essential for our emotional and mental health, yet people are being priced out of regular catchups with friends.
From travel and meals to leisure activities, it’s clear that social spending is being squeezed and is eating into disposable income.
It’s critical that people feel in control of their finances without sacrificing socialising, but it’s important to recognise that meaningful social interaction doesn’t have to come with a high price tag. Encouraging low-cost or free activities could make a real difference, especially during financial strain.
Ultimately, the cost of isolation is far greater than the cost of a day or night out.
Our methodology
To compare the cost of living in different UK cities, we examined an itinerary of common social activities someone might engage with over the course of a month to maintain friendships.
Activities included:
- x1 cinema ticket
- x2 games of bowling
- x1 spa day
- x1 escape room
- x1 coffee in a cafe
- x1 pint of beer in a pub
- x1 light meal out
- x1 three-course meal out
- x1 brunch (coffee & light meal costs combined)
- 10km of taxi travel
- x1 bus ticket
- 10km of petrol
All costs were calculated per person and are averages based on a range of providers.
We then recorded the median gross salaries in each city using the latest data provided by the ONS to calculate the cost of social activities (combined) as a percentage of income.
Our publicly available data sources can be provided on request.