Despite ongoing concerns around the economic outlook and shaky consumer confidence, rather than cutting back on all spending, shoppers are becoming more selective and strategic in their buying behaviours, according to the latest data from VoucherCodes.co.uk.

Its research shows that consumers are now more willing to spend big on items that matter – and are willing to invest the time in researching and validating their buying decisions when they do decide to spend. Its data suggests that as discount-seeking intensifies, so does customers’ spend per transaction.

Visits to brand pages where consumers can find discounts rose by 30% during the H2 2023 UK recession compared to H1 2024, implying that, when economic pressure mounts, consumers become more proactive in seeking out savings. 

“The narrative that consumers retreat during recessions is outdated,” Moji Oshisanya, Chief Commercial Officer at VoucherCodes.co.uk, said. Instead, she suggests, shoppers are “putting more thought into fewer, more considered purchases – and rewarding retailers that deliver clear value.”  

“This isn’t just belt-tightening, it’s value recalibration. Today’s shopper is informed, intentional and in control. They’re not spending less – they’re just spending smarter,” Oshisanya added.

But, it wasn’t just low-cost purchases that benefitted. The average reported order value increased by +11%, while transactions between £75 – £100 jumped by +79%. Purchases over £100 also rose by +68%, with categories such as electronics, health & beauty and gifts & flowers seeing the biggest lift in basket value. 

“During economic downturns, consumers become more selective – they’re not just buying more, they’re buying better. They’re seeking trusted retailers, comparing prices more thoroughly and making purchases that feel worthwhile.”

Moji Oshisanya, CCO, VoucherCodes.co.uk

“The cost-of-living crisis has trained consumers to think critically about value, not just price – and money-off deals add to that perceived value significantly,” Oshisanya concluded.