Promotional vehicle supplier, The Events Structure asked 500 Scots where they’re willing to overspend at events and festivals - as well as what influences which products they buy.
Food proved the most popular festival expense, with almost 36% of participants admitting they were more than happy to overspend on snacks.
Alcohol was the runner-up - with 32% of respondents, and 35% of 25-34 year-olds, saying they were prepared to foot the bill for festival booze.
According to the study, 29% of Scots said soft drinks and water warranted an overspend.
Hydration was particularly important to men in Scotland, a third of whom gave it their vote.
42% of respondents said value for money sways how they spend their cash - while a third of participants said they’d pay extra for unique merchandise.
Bold branding also influences what Scots buy at events, raking in a combined total of 15% of the overall vote.
Some participants cited peer pressure as an influence on their spending habits, with 12% admitting that social factors dictate what they buy.
12% of respondents said attractive promotions boost their impulse buys - while live demos took 9% of the vote.
Spending a penny
According to 21% of Scots, essential amenities are a must - with on-site facilities proving particularly important to over a quarter of 45-54 year olds.
11% of those surveyed said they’d be happy to splash their cash on additional tickets and passes at an event - with a quarter of women surveyed giving this their vote, versus just 8% of men.
The Events Structure survey follows a report from The Telegraph newspaper, revealing an 8.5% spike in festival spending last summer.
Which products are you willing to overspend on at events/festivals?
Soft drinks/water: 28.6%
Branded merchandise: 21.4%
Additional tickets/passes: 10.7%
What influences what you buy at events/festivals?
Value for money: 42.4%
Unique merchandise: 33.3%
Social influence: 12.1%
Live demos: 9.1%