Cutbacks with Caveats: Shoppers Save on Essentials but Splash on Joy

UK shoppers are still burdened by cost-of-living concerns despite official claims of economic recovery, according to new research. The Shopper Shift II survey, commissioned by marketing agency Impero, reveals that while financial pressures are widespread, shoppers are willing to spend on items that bring them joy, indulgence or a compelling experience.

Building on similar research undertaken in 2022, the survey highlights a striking contrast. Almost half of UK shoppers say their spending is still affected by the cost-of-living crisis, even with economic improvements and lower inflation. Yet 70% of shoppers say that their budget goes out of the window when they want a little treat and 76% say they shop differently based on their mood.

The findings suggest that while caution defines day-to-day spending, shoppers are prepared to respond to emotional drivers such as joy and escapism. The representative survey of 1,000 UK shoppers found that among certain groups, treat culture dominates. Some 73% of 18-24s shop in supermarkets specifically to treat themselves. This suggests that indulgence is no longer occasional but has become a core shopping mission for many. Brands can take the opportunity to position snacks and convenience foods as rewards.

​Chris Tyas, chief strategy officer, Impero, says, “The survey shows that shoppers are engaging in a new form of subversion – the quiet rebellion of saying yes to treats. We’ve all heard of quiet quitting – well this is a trend to quietly acknowledge that we need small treats to help us live in an increasingly stressful world.

“For the younger generation, many of the traditional milestones such as buying a car and a home are out of reach. Instead, they are celebrating small wins, giving rise to treat culture despite the cost of living.”

The survey shows that while market conditions remain tough, there are significant opportunities for brands, especially among younger shoppers.

Some 75% of 18–24-year-olds are more loyal to brands that reflect their personal 'vibe' than those that match their price point, with 24% saying this is very true and 51% saying it is somewhat true. Online reviews, influencers and social media also influence the supermarket purchases of 85% of gen z. Meanwhile, 27% of 18-34-year-olds prioritise products that provide a sense of joy or comfort.

The survey also reveals that younger shoppers are guided in their purchases by online content, are loyal to brands, and that more than a quarter of them prioritise joy-driven purchases.

The survey has been conducted with marketers and retailers in mind and offers a wealth of insight into trends that can help brands develop shopper and retail strategies.

Impero will be presenting its full research at The Big Retail Shift II - A study into the hearts and habits of UK shoppers in 2025 on 24th September at 11am. Sign up to the online event here.