British activity trends: The UK’s biggest lovers of outdoor adventure

Outdoor activities, on the surface, look to be more popular than ever. But who is actually getting involved the most and in which activities? Where in the UK are the most avid campers, paddle-boarders or hikers for example?

In this study, we answer just that by analysing customer buying habits from the past three years, revealing outdoor activity trends across Britain.

Hiking Hotspots of the UK

One of Britain’s favourite activities is, of course, hiking. There’s no better feeling than a crisp Sunday morning on your face before making your way into a country pub for a roast dinner before heading home for Antique Roadshow, right?

According to Google search data, popularity has increased by around 40% since 2019. Residents in Stirling and Wiltshire have purchased more hiking gear than anyone else in 2021 with almost 6% of total sales coming from the two counties - impressive when you consider that the study has around 105 localities in it.

Sales are also up in County Down with residents making almost 2.5% of the total purchases of the UK’s hiking purchases, and total purchases per capita almost 3x that of the UK average.

Climbing Hotspots of the UK

The Scots are the UK’s most enthusiastic climbers with Stirling, again, taking the top spot in the share of sales. But it is not just the Highlanders, with residents of the main cities of Scotland also looking for their adrenaline rush with a large portion of total climbing gear sales rooting from Edinburgh, Glasgow and, notably, Aberdeen.

England’s biggest climbers are from the south, with Bristol and Devon outdoor lovers looking for climbing gear to stick in their cars and vans as they head north to popular climbing destinations in the Lake District, the Peak District or maybe even scale the local cliffs like the spectacular Jurassic Coast.

The Northern Irish and Welsh are amongst the least likely to head climbing with counties in the two countries making up the least amount of sales for climbing equipment.

Swimming Hotspots of the UK

Outdoor swimming is a thrilling adventure for strong swimmers, we don’t advice you to jump into a tarn or a loch if you don’t have previous swimming experience. It looks, though, as if the amount of people looking to get into swimming is increasing with Google searches up 122% over the past year.

Snow-sport Hotspots of the UK

No matter the activity, it is always worth getting out and about in the great British countryside to get the heart pumping and a hearty dose of fresh air. According to our compatriots at Runners Need, Brits actually love crisp and clear conditions more than any other weather so get outside this autumn and try something new.