Consumer survey

The British Consumer: Confidence and Spending Intentions

How households across the United Kingdom view their finances, their spending plans for the months ahead and the businesses they buy from.

Published: 21 October 2026
Authors: Cameron Batt
Topics: Consumer behaviour, Consumer affairs, Customer experience & trust

Download report (PDF) Key findings

TemplateThis is an illustrative report demonstrating the research template. Its figures are placeholders and are not published survey results.

Introduction

This report sets out the findings of a nationally representative survey of adults in the United Kingdom, examining how people assess their household finances, how they intend to spend over the coming months and how far they trust the businesses they deal with.

The survey is intended to form the first in a regular series, allowing changes in sentiment to be tracked over time and compared across regions, age groups and household types.

Key findings

expect to keep discretionary spending at or below current levels: 58%expect to keep discretionary spending at or below current levels
have switched to a lower-priced brand or retailer in the past year: 41%have switched to a lower-priced brand or retailer in the past year
say clear pricing is the most important factor in trusting a business: 2 in 3say clear pricing is the most important factor in trusting a business
made a formal complaint to a business in the past twelve months: 27%made a formal complaint to a business in the past twelve months

Caution, not retreat

Most respondents describe their approach to spending as careful rather than contracting. Essentials are protected, while larger discretionary purchases are more often deferred than abandoned.

Value and transparency

Respondents consistently link trust to clarity: transparent pricing, straightforward terms and an accessible route to resolve problems rank well above brand familiarity.

Charts & data

Figure 1

Most important factors in trusting a business

Share of respondents selecting each factor among their top three.

View data table

Most important factors in trusting a business
Response	Value
Clear, transparent pricing	66%
Easy to resolve problems	54%
Fair contract terms	47%
Previous personal experience	39%
Recommendations from others	28%
Brand familiarity	17%

Source: BCFI consumer survey (illustrative data)

Figure 2

Spending intentions for the next three months

Expected change in discretionary spending compared with the previous three months.

View data table

Spending intentions for the next three months
Response	Value
Spend significantly more	6%
Spend a little more	17%
About the same	39%
Spend a little less	24%
Spend significantly less	14%

Source: BCFI consumer survey (illustrative data)

Methodology

Sample: UK adults aged 18+
Method: Online survey, weighted
Fieldwork: September 2026

The survey was conducted online among a sample of adults aged 18 and over in the United Kingdom. Results are weighted to be representative of the adult population by age, gender, region and social grade.

Figures may not sum to 100% due to rounding and, where indicated, because respondents could select more than one answer.

Full report