The Cost of Living and Summer Spending Habits

Vox Pops International Ltd – 13 January 2025

Source VPI Research

The cost of living crisis has become an ingrained part of daily life for many Brits, profoundly influencing their spending habits and lifestyle choices. To gain deeper insights into how consumers are navigating these challenges, we conducted street interviews as part of our pool shoot to gather firsthand perspectives on the impact of rising costs this summer.

For businesses, staying attuned to these consumer sentiments is crucial, as the economic climate directly affects purchasing behaviors and, consequently, business performance. Video market research offers an invaluable tool for capturing these nuanced insights, providing a rich, qualitative understanding of consumer attitudes at any given time.

Heightened Caution Amid Cost of Living

Consumers are becoming increasingly judicious with their spending. Many report cutting back on discretionary activities such as dining out and entertainment. For example, rising commuting costs have prompted some individuals to seek more affordable transportation alternatives. One participant highlighted the growing disparity between salaries staying the same and the escalating prices, underscoring the resultant lifestyle adjustments.

“I’m very mindful when I shop. I don’t purchase things for fun anymore.”

Consumers are adapting to the cost of living by modifying their spending patterns. This includes reducing non-essential purchases like daily coffee, actively seeking discounts, and shopping at budget-friendly supermarkets such as Aldi and Lidl. The focus has shifted towards prioritizing necessities over leisure expenditures.

Impact on Summer Plans

The financial squeeze has led many to forgo traditional summer activities. Festivals and vacations have become less accessible, with many considering these experiences luxuries rather than routine. Consumers now find themselves needing to meticulously plan and save to enjoy summer activities fully.

Younger demographics are opting to enjoy summer rather than saving for future milestones that feel out of reach. The housing market’s strain is palpable among younger demographics. A participant in his mid-20s lamented that homeownership, once a standard milestone, now feels like a distant dream. Another recent mover noted a significant decrease in value for money, as current rents offer less space and fewer amenities compared to previous years.

“Holidays, relaxation, and looking after your body all gets shoved to one side because it’s a luxury not a necessity.”