Brits spend a whopping £22billion each year on acts of generosity towards others, according to a recent survey.
The new research, commissioned by Sky Vegas, investigated the small wins in life, including how much people spend on random acts of kindness towards others – whether that’s paying for a round of drinks for a group of friends or a cup of coffee for a colleague.
Brits spend an average of £39.05 each month on generous acts for others, with men typically spending 35% more (£45.31) than women (£33.54) on making others happy.
As a result of Brits’ generosity, the UK economy receives a boost of over £22billion annually – equating to over £1.8billion each month – from acts of kindness alone.
Despite northerners traditionally being considered friendlier folk, the research finds London to be the UK’s most generous city, with residents spending an average of £51.83 each month on kind deeds for others.
By contrast, people from Norwich spend less than half this amount, dishing out on average £23.15 every month on generous endeavours.
Britain’s most generous cities, based on average spending per month on generous acts for others:
| Rank | City | Average spent per month (£) |
| 1 | London | £51.83 |
| 2 | Bristol | £48.85 |
| 3 | Cambridge | £47.57 |
| 4 | Liverpool | £45.49 |
| 5 | Brighton & Hove | £45.02 |
| 6 | Edinburgh | £44.51 |
| 7 | Cardiff | £37.45 |
| 8 | Birmingham | £35.83 |
| 9 | Leeds | £35.38 |
| 10 | Leicester | £35.38 |
| 11 | Oxford | £34.70 |
| 12 | Plymouth | £33.79 |
| 13 | Aberdeen | £31.82 |
| 14 | Manchester | £31.37 |
| 15 | Newcastle | £31.55 |
| 16 | Glasgow | £31.48 |
| 17 | Sheffield | £30.59 |
| 18 | Belfast | £26.82 |
| 19 | Southampton | £26.41 |
| 20 | Norwich | £23.15 |
A Sky Vegas spokesperson said: “A kind, simple gesture can mean a lot, so it’s great to see just how generous the British public are towards one another. It’s eye-opening to see just how much people spend each month on these generous acts and the significant boost it provides to the UK economy.”