UK Consumers Rethink Shopping Habits as 87% Adjust Spending Amid Rising Costs, ShipStation Survey Shows
The economic pressures facing UK households continue to reshape the country’s retail landscape, prompting widespread changes in how, where, and why consumers make purchases. According to a new nationwide survey released by the leading shipping and logistics management platform, 87% of UK shoppers have adjusted their buying behaviour over the past year due to persistent cost-of-living challenges.
As retailers gear up for the peak shopping period—including Black Friday, Cyber Monday, and the Christmas 2025 season—the findings underline a decisive shift toward value-driven spending, second-hand purchases, delivery-focused decision-making, and greater openness to discovering new brands online.
This research paints a picture of a retail environment undergoing transformation, where convenience, cost savings, and reliability now sit at the core of consumer expectations.
Recommerce Becomes Mainstream as Second-Hand Shopping Surges
One of the most significant shifts highlighted in the survey is the rapid rise of second-hand shopping. What was once a niche activity driven by environmental consciousness or bargain hunting has now become a mainstream strategy for managing tighter budgets.
The survey shows:
- Nearly 90% of UK consumers purchase pre-owned items in some form, whether via online marketplaces, charity shops, or peer-to-peer selling apps.
- 23% of shoppers are now buying and selling second-hand items more frequently than they did last year, indicating a deliberate pivot toward recommerce as a cost-saving measure.
This surge is particularly pronounced among younger generations. Gen Z stands out as the most enthusiastic adopters, with 31% reporting increased engagement in the second-hand market this year. Millennials closely follow at 28%, further demonstrating that younger consumers are not only comfortable with pre-owned goods but see them as a smart and sustainable way to shop.
In contrast, Baby Boomers appear less likely to change their habits. More than half—53%—reported no change in their second-hand buying behaviour, suggesting that generational preferences still heavily influence shopping patterns.
Kelly Vincent, Chief Product Officer at Auctane, parent company, notes that the shift toward recommerce reflects both economic necessity and evolving consumer values.
Consumers are making deliberate choices to stretch their budgets and find value in pre-owned products,” Vincent said. “Retailers that embrace recommerce and dependable fulfilment will resonate with shoppers while standing out this peak season.
This trend has implications for retailers of all sizes. Companies that incorporate resale channels, trade-in programs, or curated pre-owned collections can connect more deeply with value-conscious consumers while extending the lifecycle of products. For smaller sellers, offering reliable shipping, transparent listings, and competitive pricing can make second-hand items an attractive alternative to buying new.
Delivery Experience Now a Deciding Factor in Purchase Completion
Delivery performance has become one of the most influential aspects of a shopper’s decision-making process. In an era where expectations are shaped by fast, reliable fulfilment, the survey highlights that poor delivery experiences can significantly undermine consumer trust.
Key delivery frustrations include:
- 61% of shoppers say high delivery fees cause them to abandon a purchase altogether.
- Nearly 50% are discouraged by late or delayed deliveries.
- 30% cite poor tracking visibility or lack of delivery updates as a major pain point.
This data underscores the dual challenge retailers face: absorbing rising operational costs while keeping delivery charges low enough to remain competitive.
Generational differences further complicate the equation. Gen Z and Millennials show a greater willingness to pay more for dependable delivery, with over one-third saying they would pay extra for faster or more reliable options. These younger consumers prioritise convenience and speed, often valuing time savings as much as cost savings.
By contrast, Baby Boomers and Gen X skew heavily toward cost-consciousness:
- 43% of Baby Boomers say they are unwilling to pay anything extra for faster delivery.
- Nearly 40% of Gen X prefer the cheapest shipping option regardless of delivery speed.
For retailers, this means striking a careful balance. Offering tiered delivery options—ranging from low-cost standard services to premium expedited shipping—can help accommodate these varied expectations. Retailers must also maintain clear communication, reliable tracking systems, and accurate delivery windows to prevent abandoned carts and elevate the customer experience.
Peak Season Spending Plans Reflect a Cautious but Stable Outlook
Although shopping habits are shifting, UK consumers appear measured in their spending plans for Black Friday, Christmas, and the broader winter shopping season. The survey indicates a relatively balanced outlook:
- 35% expect to maintain similar spending levels as last year.
- 25% anticipate spending moderately more.
- 21% plan to spend moderately less.
This cautious distribution reveals that while economic conditions are influencing behaviour, they have not diminished the overall appetite for seasonal shopping. Instead, consumers are more selective and intentional with their purchases.
Age also plays a role. Baby Boomers are the most consistent, with many planning to maintain stable spending levels. Gen Z and Millennials display more budget variability, likely reflecting fluctuating financial circumstances and a greater openness to impulse buying—particularly when discovering new brands offering better value.
Value, Trust, and Convenience Shape Retailer Choice
When comparing major e-commerce platforms with smaller retailers, consumers are overwhelmingly motivated by value. According to the survey:
- 67% of shoppers say better prices or stronger discounts influence their choice of retailer.
- Almost 40% emphasise the importance of smooth payment processes and an easy returns experience.
This indicates that while price is a powerful draw, a positive end-to-end customer journey—from website browsing to checkout to delivery—plays an equally crucial role.
The survey also highlights the importance of delivery reliability and brand trust. Younger shoppers, despite being value-driven, show stronger expectations for speed, transparency, and brand engagement. In contrast, older generations remain focused primarily on affordability and straightforward service.
Kelly Vincent emphasises that delivery excellence now functions as a competitive differentiator, not just an operational feature.
Delivery has become more than a logistical step—it’s a key part of the shopping experience,” Vincent said. “With shoppers entering this peak season more selective than ever, prioritising value, reliable delivery, and a smooth shopping journey, retailers that combine speed, transparency, and competitive pricing will capture sales and build long-term loyalty.
Conclusion: A Retail Landscape Reshaped by Economic Forces
The survey makes one thing clear: UK consumers are navigating the current financial landscape with heightened caution and heightened expectations. Rising costs have not eliminated demand, but they have fundamentally changed how consumers approach spending decisions.
Today’s shoppers are:
- More willing to buy second-hand
- More selective about delivery quality
- More focused on value and reliability
- More open to discovering new brands online
- More dependent on seamless, transparent shopping experiences
As retailers prepare for the final stretch of 2025, embracing these consumer priorities will be essential. Those who adapt—offering strong value propositions, flexible delivery choices, and frictionless digital journeys—will not only capture peak season sales but also build sustained loyalty in an increasingly competitive market.
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