Two-thirds of UK shoppers say they’ve cut down on impulse spending, with many turning towards a more minimalist lifestyle as the cost-of-living crisis continues to bite.
New research from digital experience platform Optimizely, based on a survey of 1,000 UK consumers, paints a clear picture: people are buying less, and when they do buy, they’re thinking harder about what really matters.
The rise of the “no-buy” year
Almost a third (30%) of those surveyed said they are taking part in a “no-buy” year — a commitment to only purchasing essentials. Another 29% have gone as far as uninstalling retailer apps from their phones to remove temptation.
This trend isn’t just about financial strain. It reflects a cultural shift towards intentional, value-driven shopping. Minimalism, once seen as a niche lifestyle choice, is now shaping mainstream consumer behaviour.
Independent brands benefit
Shoppers are also rethinking where they spend their money. Nearly one in three (31%) say they are turning away from global online giants and choosing to support smaller, independent retailers instead.
That change hints at a growing desire for authenticity, trust, and personal connection in shopping experiences — values that big marketplaces often struggle to deliver.
A challenge for marketers
While consumers embrace more mindful buying habits, marketers are left facing new hurdles. Optimizely’s parallel survey of 100 marketing professionals found that over a quarter (26%) believe it’s now significantly harder to engage customers.
Tina Nelson, Product Strategy Director at Optimizely, says the shift demands a rethink:
“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. 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.”
What it means for retail
The message is clear: in a market where fewer purchases are being made, brands will need to work harder to earn each sale. That means shifting away from pushing volume at all costs and focusing instead on building meaningful, trustworthy relationships with consumers.
For shoppers, the move could be empowering. Buying less, but buying better, may set the tone for the next phase of UK retail.