Insights Into England's Cost of Living Crisis | TGM Ecomverse Report

England’s cost of living crisis has reshaped consumer behaviour beyond simple belt-tightening. Rising prices, wage pressure, and economic uncertainty have created a more selective and value-conscious shopper. Yet consumers are not only cutting back — they are adapting.

Based on TGM’s Global E-Commerce Survey 2022, English consumers appear to be caught between two competing needs: the desire for small moments of enjoyment and the need for stronger financial control.

Inflation Has Become a Personal Concern

One of the strongest findings is that 70% of UK respondents say inflation is their top concern. This shows that inflation is not only an economic issue; it has become an emotional consumer issue.

When shoppers feel uncertain, they compare more carefully, delay purchases, and become more responsive to promotions. For brands, this means value, transparency, and reassurance are now essential.

The Rise of Thrifty Living

The report highlights that nearly 4 in 10 English shoppers bought a second-hand item in the past 12 months. This is a major signal that second-hand shopping has moved into the mainstream.

Millennials appear especially active in the pre-owned market, suggesting that resale is no longer driven only by financial necessity. It is also connected to sustainability, smarter spending, and access to better-quality products at lower prices.

Consumers Still Want Flexibility

Another important trend is the use of Buy Now, Pay Later services. According to the report, 23% of English respondents used BNPL in the past 12 months, while 21% said BNPL was the most appealing type of promotion.

This suggests that consumers are not completely stopping consumption. Instead, they are looking for payment options that help them manage short-term financial pressure. However, brands must approach this responsibly, with clear communication and transparent repayment terms.

The New Consumer Mindset

English shoppers are becoming more strategic. They are asking whether a purchase is worth it, whether they can find better value second-hand, whether a promotion makes sense, and whether delayed payment helps or creates risk.

This behaviour reflects a consumer who wants to protect both their budget and their quality of life. The crisis has not removed aspiration, but it has made shoppers more careful about how they act on it.

What This Means for Brands

For retailers and e-commerce platforms, affordability must now sit at the centre of the customer experience. But affordability should not simply mean cheap products. Consumers are looking for smart value, practical benefits, and brands that understand the pressure they are facing.

Retailers should focus on clear pricing, relevant promotions, loyalty rewards, second-hand or refurbished options, and flexible payment models. Most importantly, brands should communicate with empathy rather than urgency or fear.

Expert Takeaway

England’s cost of living crisis is accelerating a deeper transformation in consumer behaviour. Inflation has made shoppers more cautious, but not inactive. They are becoming more resourceful, more selective, and more open to alternative shopping models.

Second-hand buying, BNPL, and promotion-led decisions all point to the same conclusion: consumers are trying to stay in control while preserving small moments of value and enjoyment.

The strongest brands will not be those that simply offer the biggest discounts. They will be the ones that help consumers shop smarter, feel financially confident, and make better decisions in uncertain times.

💡 Check out TGM Ecomverse: Insights into England's Cost of Living Crisis 2023 report below as we deep dive into the dynamics shaping consumer choices amidst the prevailing cost of living crisis.