The average female holidaymaker spends as much as £245 on clothing, accessories and toiletries for their breaks abroad, a survey by travel agent sunshine.co.uk found.
This compares with an average outlay of £710 for flights and accommodation.
The poll was based on responses from 1,927 women aged 18 and over, all of whom had been on holiday abroad in the last 12 months.
They revealed that on average they spent £245 on their holiday wardrobe which included four pieces of swimwear, six summer dresses and five holiday tops/vests; three pairs of sandals/holiday shoes, two pairs of shorts and three pieces of holiday jewellery; sunglasses, a beach bag and sun lotion; and three pieces of make-up.
When asked why they had bought items as new instead of using what they already had in their wardrobe for holiday wear, 21% admitted it was so that they did not look the same in their holiday photos as on previous trips abroad. As many as 33% claimed they bought new items every time they went away.
"More often than not, people only budget for their flight, accommodation and spending money, but small costs for things like holiday clothes and sun protection can add up.
"My advice would be for people to really take a look at the clothes and accessories they already have, because there's no need to buy new items each time you go away."