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The majority of UK households are heading into 2025 feeling financially secure, but more people think the health of the economy is worsening than improving.
The findings come from KPMG UK’s Consumer Pulse survey, which gauged the quarterly confidence and buying behaviour of 3000 people across regions, ages and income groups during December.
Financial security
Nearly three times more people feel secure (fifty-seven percent) than insecure (twenty-one percent) about their financial situation as 2024 ends, leaving:
- Half able to spend freely, but larger purchases needing to be planned for by four in ten.
- A third ‘managing’ but budgeting discretionary spending each month.
- One in ten ‘impacted’ and having to limit or cut discretionary spend to pay for essential costs.
- Only three percent unable to pay essential bills or incurring debt in order to do so.
Economic outlook
While the picture for financial security is largely positive, consumer opinion regarding the health of the UK economy was more mixed – with four in ten consumers saying the economy is worsening, compared to a quarter saying it’s improving.
Pessimism about the UK economy is highest among two-thirds of those aged sixty-five and over, with those aged 25-34 the most optimistic. Regionally, London is the most upbeat, with the North East the most downbeat about the economy.
2025 spending intention
Despite mixed opinion on the economic outlook, eighty percent of consumers plan to make big ticket purchases next year – most commonly saying they will spend on a holiday (thirty-nine percent). A fifth of consumers are planning minor home improvements, with one in ten intending to purchase a new car, and a further tenth planning to buy a mobile phone.
To save money in 2025, (a quarter of) people are most commonly targeting switching car insurance provider, with a quarter also aiming to switch their home insurance to get a more competitive price.
A wage rise would be the most likely reason to increase an individual’s spending beyond 2024’s levels. A third of consumers say that retailer promotional events could convince them to part with more money during the course of the year, with a quarter saying improved loyalty scheme prices would.
Reflecting upon the findings, Linda Ellett, Head of Consumer, Retail and Leisure for KPMG UK, said: “Whether due to confidence in their ability to spend or their ability to manage household bills, it is positive news that the majority of UK households are heading into 2025 feeling financially secure.
“Despite four in ten people saying the UK economy is worsening, a higher amount than those thinking it is improving, planned spending on big ticket items over the next twelve months looks healthy. Whether that spend comes to fruition will depend on a range of factors, including continued reduction in interest rates and whether perception about economic worsening becomes a reality in the form of increased job insecurity.”
Spending in the last three months
Comparing their spending in the last three months (Sept, Oct, Nov) to the previous (June, July, Aug), eating out was the activity consumers most commonly spent less money on, with groceries the number one category for those spending more money.
A quarter of consumers reported buying promotional or discounted items more over the last three months, while half of consumers said they bought big ticket items – most commonly on a holiday, followed by household appliances.
Price was the top purchasing driver for both everyday purchases and one-off higher cost items.
Linda Ellett added, “Promotional periods and the value consumers place on loyalty pricing throughout the year have all demonstrated that shoppers remain savvy when it comes to searching out better deals.
“This will continue in 2025 and our research shows that up to a third of consumers may increase their overall spending levels if retailer offers are sufficiently appealing to them. Retailers will be looking to capitalise on this by using customer data and AI to ensure offer targeting is increasingly personalised in the coming twelve months.”
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