Young Brits are swapping traditional beach-day pastimes for paddleboards, surfing and a dip in the sea – but they still love one thing
Gen Z beachgoers are doing things differently(Image: PinPep)
Gen Z is redefining the great British day at the seaside, replacing traditional favourites like arcade games and crazy golf with paddleboarding and surfing. A poll of 2,000 adults found 11% of Gen Z consider paddleboarding to be essential to the perfect day by the sea, compared to just 7% of Millennials and 3% of Boomers. They were also far more likely to take a dip, with 38% saying swimming in the sea is a beach day priority.
Classic seaside pastimes appear to be losing their appeal among younger adults as 74% would skip arcade games, and 87% would happily avoid a round of crazy golf.
But seaside traditions such as tucking into fish and chips, a picnic and coastal walks were still among the most treasured experiences across all those surveyed.
Bryony Walker from Walker’s Shortbread, which brought its newly launched Wee Chunkies bites to a seaside pop-up on Brighton beach, said: “While the research shows beachgoers still crave the classic seaside experiences, it’s interesting to see what now makes up the ideal day at the beach.
“Activities like paddleboarding are becoming more popular with younger generations, but what remains constant is a dip in the sea.
“The coast holds special appeal, combining nostalgia, quality family time and the simple joys of a well-packed picnic, fresh air and time outdoors.”
The study, conducted through OnePoll, revealed that 15 minutes is considered the perfect amount of time to spend in the water.
Following the dip, beachgoers enjoy wrapping themselves in a toasty towel (49%) or tucking into a warm sweet snack to restore energy levels (18%) – a tradition the Scots refer to as a ‘Shivery Bite’ – something only 9% of Brits are familiar with.
Due to the unfamiliarity with this Scottish phrase, Walker’s Shortbread decided to introduce the Shivery Bite concept to Bank Holiday beachgoers and swimmers along Brighton’s bustling seafront.
Bryony Walker added: “The insights have revealed the nation’s ideal beach day, with fresh sea air, sunshine, blue skies and that essential paddle in the water. “After a summer of intense heat, beachgoers are craving a moment of relief, whether it’s a colder coastal breeze or cosy comfort food.
“Few things beat wrapping up after a swim or enjoying a warm treat, something in Scotland we call a ‘Shivery Bite’, and our new shortbread offering is exactly for this moment, best served warm, to help make the most of the post-dip feeling.”
THE NATIONS PERFECT BEACH DAY:
- Warm sunshine
- Having ice cream
- Coastal walks
- Having fish and chips
- Blue skies
- Walking barefoot in sand
- Having a paddle in the sea
- Calm sea
- Having a picnic
- Take family photos
- Visiting a pier
- Sunbathing
- Swimming in the sea
- Beach snacks
- Building sandcastles
- Reading
- Arcade games
- Sharing snacks
- Rock pooling
- Seaside souvenirs
- Skimming stones
- Collecting rocks
- Play crazy golf
- Taking naps
- Hot foods to warm you up after swimming.