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UK Shoppers Plan to Spend Less on Fashion

Lifestyle and Fashion

Business Honor
17 April, 2025

77% of Brits plan to cut fashion spending in 2025 as cost-of-living pressures reshape consumer habits and retail strategies.

A new study has found an increasing trend among British consumers to cut back on their spending—particularly on fashion and footwear. The figure comes from a three-year-long study of more than 40,000 British adults, which found that a massive 77% of those polled claimed they are going to cut back on clothing spending as a means to save money in 2025.

This change is part of wider lifestyle adjustments brought about by the continuing cost-of-living crisis. With inflation reaching 3% in January 2025—far above the Bank of England's 2% target—households are being squeezed, and discretionary spending is suffering.

Stephen Brockway, Maru's Chief Research Officer, said, "Our cost of living research suggests that UK citizens are looking for ways to save on their spend as increased costs squeeze household budgets and erode purchasing power. One of the most significant trends is the desire to save on the cost of clothing."

For fashion retailers, it is a crucial turning point moment. When consumers re-prioritize, they are seeking value-driven buys and meaningful engagement with brands. Retailers who shift their approach to align with economic realities—through affordable collections, sustainable fashion choices, and enhanced in-store experiences—are poised to maintain consumer trust and loyalty.

Contrary to expectations, new Swedish retail technology platform Voyado data reveals that physical stores remain popular. British consumers are reported to prefer purchasing fashion items in-store over online, suggesting that sensual experiences and one-to-one service remain appreciated even in periods of thrift.

With fashion conflicting with thriftiness in 2025, the industry is prepared for its recasting—along the lines that weigh style, substance, and cost in exactly equal measures.