Two-thirds (66%) of Brits have cut back on impulse purchasing, according to new data from Optimizely, as cost-of-living pressures and a growing turn toward minimalism are influencing consumer behaviour.
The research, which draws on data from 1,000 UK consumers, reveals that almost one in three (30%) are taking part in a ‘no buy’ year, committing to only purchasing essentials. A further 29% have even uninstalled a retailer’s app to reduce temptation.
As well as cutting back on purchases, consumers are rethinking where they shop. Nearly a third (31%) 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 is not solely down to financial pressures.
As consumers dramatically cut back on buying habits and make more mindful purchases, marketers are feeling the strain. In Optimizely’s survey of 100 marketers – run alongside the consumer research – a quarter (26%) 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.”
