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How the New UK Budget Could Affect Business Marketing and Advertising Spend in 2025

The latest UK Budget has landed, and businesses across the country are already working out what it means for their bottom line. Budgets shape confidence, spending behaviour, and the choices companies make about everything from staffing to marketing. For many businesses, marketing is one of the first areas affected when costs rise or economic uncertainty increases. At Novus Marketing Solutions, we want to break down what the new Budget could mean for businesses and how it might shape their advertising decisions in the months ahead.


Red briefcase with scratches sits among scattered newspapers titled "UK Budget," on a beige background. Papers appear in motion.

1. Business Rates Relief Gives Some Firms Breathing Space

The government has confirmed changes to business rates relief for retail, hospitality, and leisure businesses. For many smaller companies, this offers some much needed breathing room. Lower overheads can free up cash that may be reinvested into areas that support growth. This includes design updates, website refreshes, new video content, or seasonal campaigns.


What this means for marketing teams

  • Companies that benefit from the relief may feel more confident increasing their marketing activity.

  • It allows smaller businesses to maintain or restart marketing that had been paused during tougher months.

  • Agencies like Novus could see more enquiries from high street brands, hospitality firms, and experience based businesses.


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2. Rising Operating Costs May Tighten Some Budgets

Despite the relief for some sectors, the Budget highlights ongoing challenges. Many businesses continue to face higher costs across wages, materials, energy, and supply chains. When outgoings rise, discretionary budgets can be squeezed, and marketing is unfortunately one of the first areas to come under scrutiny.


How this affects marketing teams and budgets

  • Some businesses may shift from large, expensive campaigns to smaller, more strategic content packages.

  • Marketing managers may be asked to justify every pound spent, increasing the demand for measurable results and clear return on investment.

  • Creative agencies may be asked for flexible plans, scalable content packages, or shorter retainers.


Opportunity for this environment benefits agencies that can provide high impact work that stays cost efficient. Video shorts, social campaigns, template-based content, and performance-focused website updates can all offer strong value without high upfront costs.


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3. Economic Uncertainty Encourages Smarter, Not Smaller, Marketing

The Budget highlights that inflation and cost-of-living pressures are still affecting households and consumer behaviour. When people spend less, businesses often react by cutting their advertising. However, history shows that brands that stay visible during uncertain times often perform better in the long run.


What does this mean for marketing strategy?

  • Instead of pausing activity, businesses benefit from refining it.

  • Strategic marketing becomes more important than high-volume posting.

  • Businesses may favour targeted campaigns that speak directly to their strongest customer groups.

  • Story-led videos, brand refreshes, and content built around trust and clarity become more valuable.


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4. Sector-specific impacts May Shift Advertising Spend

Some industries face more pressure than others. In particular, sectors affected by increased taxation or tighter regulation, such as gambling, may reduce advertising spend significantly. This can alter the competitive landscape in the wider marketing world and change where agencies look for new opportunities.


Impact on marketing agencies

  • Some industries will reduce marketing spend immediately.

  • Others, particularly those less impacted by tax changes, will maintain or increase their activity.

  • Agencies can focus their outreach on industries that benefit from stability or relief in the new Budget.


5. A Greater Demand for Proving Results

When budgets tighten, marketing teams are expected to demonstrate performance clearly. This increases the importance of data, reporting, and optimisation.


How this shapes marketing decisions

  • Businesses will want to see results from every campaign.

  • Agencies will need to use analytics, performance reviews, and clear reporting to justify ongoing spend.

  • Creative work that communicates value clearly, such as explainer videos or conversion focused web pages, becomes even more important.


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6. Why Now Is the Time to Refine, Not Retreat

While the Budget brings challenges, it also brings opportunities. The businesses that adapt quickly and continue communicating with their customers will be the ones that stay competitive. Marketing does not need to stop. It needs to work smarter.


At Novus Marketing Solutions, we help businesses create content, campaigns, and websites that stay effective during changing economic conditions. With the right strategy, even a smaller budget can go a long way.



The new UK Budget creates winners and losers, but the core message for businesses is clear. Marketing needs to be strategic, measurable, and meaningful. Whether companies choose to scale back or reinvest, the brands that stay visible and communicate well are the ones that continue to grow. By planning ahead and focusing on the work that creates real impact, businesses can navigate the months ahead with confidence.


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Ready to adapt your marketing strategy to the new Budget? The Novus team is here to help.

How the New UK Budget Could Affect Business Marketing and Advertising Spend in 2025

How the New UK Budget Could Affect Business Marketing and Advertising Spend in 2025

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Is your office’s Christmas party going ahead? No? Become an MP.

  • Novus
  • Dec 5, 2022
  • 3 min read

It’s annoying that, given the restrictions we’ve been subjected to over the last couple of years, our Christmas socials and festive parties may still not look like they did before the pandemic occurred.


This year, the overriding reason is not the nasty Covid virus, but the tremendous pressure many businesses are under as a result of the cost-of-living crisis.


people celebrating christmas party with champagne glasses

Companies are fighting to keep their heads above water, with sectors such as hospitality, leisure and travel (again) taking the biggest hit. Less disposable income means a cut back on spending, whether you’re an individual or a business. If a company is struggling to pay a winter energy bill that’s triple—if not quadruple—what it would normally be, for example, it’s common sense that there won’t be any money left in the coffers for a good old knees-up come Christmastime.


A (subsidised) Christmas party/meal/activity has always been a way for company owners to thank their loyal staff for their hard work throughout the year. The festive period, for many sectors—particularly retail—is a busy time, and the Christmas period is an excuse for everyone to let their hair down. This year, however, it may be a different story, even for larger companies. Pared down parties and bring-your-own-booze get-togethers may be more common than in previous years, but they’re better than the only other option—which is completely doing away with any sort of celebration. It’s a sad but necessary solution in this fragile economy.


Compare this situation with that of our government, however, which has been given the go-ahead by the Independent Parliamentary Standards Authority (IPSA) to include Christmas party costs on their expenses’ sheets.


Sorry, what?!!


The poor, poor taxpayer. Working all hours God sends just to get through this winter without declaring bankruptcy or falling seriously ill (whether an employee or an employer)—yet MPs can enjoy their Christmas parties without any worry over who’s footing the bill.


Rishi Sunak has apparently warned government officials that food, refreshments and decorations cannot go on the list for reimbursement, but he said nothing about venue hire, travel expenses and entertainment costs being footed by the general public. And what would billionaire Sunak know about Christmas party costs? In his world, M&S caviar would constitute cutting back, whilst the rest of us will likely have to pay for own sausage rolls with our already-sparse wages. There’s a cost-of-living crisis? Not in Westminster, clearly.


group of people wearing santa hats clinking glasses at a work christmas party

Some MPs have insisted that IPSA’s decision was unnecessary, as no one had approached them to make such a call. They felt it was in poor taste to make this announcement in the current economic climate. Whether that’s true or not—after all, when have you ever known MPs to lie?!—is something we’ll let you decide.


There are ways in which companies can cut back on the expense associated with a Christmas party. Playing games and having a bite to eat in the office is not as good as booking out the function room of a local hotel, if that’s what you’ve always done, but you would still be able to have a good time and get into the Christmas spirit. Limiting the guest list to employees only (rather than plus ones/partners too) will also shave pounds off the party bill; few people would object to such a move this Christmas.


It’s not ideal and, hopefully, Christmas 2023 will give us much more reason to celebrate—preferably, no hint of a virus and a much more stable economy in the UK. We’ve got it on good knowledge that Novus is on Santa’s good list—we’ll just ask him to arrange it…

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