Two-thirds (66 per cent) of UK shoppers have cut back on impulse purchasing, according to new data from Optimizely, as cost-of-living pressures and a growing trend toward minimalism are affecting consumer behaviour.
The research, which draws on data from 1,000 UK consumers, reveals that almost one in three (30 per cent) are participating in a ‘no-buy’ year, committing to purchasing only essentials. A further 29 per cent have even uninstalled a retailer’s app to try and reduce temptation.
As well as cutting back on purchases, consumers are rethinking where they shop. Nearly a third (31 per cent) are ditching giant online retailers in favour of smaller, independent brands. This shift suggests that intentional consumption is being driven by a desire for more mindful, value-driven shopping, and isn’t just down to financial pressures.
As consumers dramatically cut back on their buying habits and make more mindful purchases, marketers are feeling the pressure. In Optimizely’s survey of 100 marketers — run alongside the consumer research — a quarter (26 per cent) said consumers have become much harder to engage.
“Today’s consumers are becoming far more intentional with their shopping habits. Whether that’s cutting back to save money or embracing a more minimalist mindset, people are purchasing less,” said Tina Nelson, Product Strategy Director at Optimizely. “For brands, this is both a challenge and an opportunity. In a period of low consumption, digital experiences need to deliver real value, personalisation, and above all, trust. Brands that get this right will stand out, even when people are buying less.”
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