Britain Becomes A Nation Of Value-Seekers And Smart-Spenders

Britain has become a nation of value-seekers, with 43% expecting more for their money than they did a few years ago

Brits are embracing smarter strategies, with 66% saying they often or always check reviews before buying anything

Gen Z are most likely to seek out value in every purchase they make

Samsung’s new A57 5G combines Awesome Intelligence (AI) and flagship fundamental features like camera, durability and battery into a slim, stylish design. Available now on Samsung.com, RRP starting £529

LONDON – April 10, 2026 – Brits are increasingly embracing their inner saving expert by comparing prices to seek out the best in value and quality, new research has found – with new tech such as smartphones and laptops emerging as a the purchases they have the highest expectations for.  

Six in ten (61%) say that they now make fewer, more intentional purchases in hope that they will last longer, with two in five (43%) agreeing that they expect more value for their money than a few years ago.  

The research was commissioned by Samsung to celebrate the launch of the Galaxy A57 5G, combining fundamental features with Awesome Intelligence (AI), and built to last with six years of security and OS upgrades. 

As Brits continue to embrace smarter spending habits, one thing is clear: the nation isn’t just saving money, it’s redefining how we spend money too. Nearly two fifths (38%) of Brits say they now actively look for ways to save on everyday purchases, signalling a cultural shift from cutting back to spending smarter. 

In fact, a quarter (25%) of adults say they feel more in control of their finances than ever before, as digital tools, social trends and everyday habits redefine what “value” really means in 2026. 

From price tracking apps to resale platforms, Brits are embracing smarter strategies, with 66% saying they often or always check reviews before buying anything, and over half (56%) using comparison tools as part of their regular shopping routine. 

When looking for money‑saving advice, shoppers are most likely to turn to those closest to them, with 48% relying on tips from family and friends. 

It doesn’t stop at shopping baskets, Brits are looking for better value in their everyday too, with 36% trying to save money when it comes to socialising with friends and family. However, over a quarter (26%) admitted they are still guilty of buying the occasional on-the-go coffee when they are trying to save cash.  

Technology is one area where value matters most, with 96 per cent saying it’s important to look for good value when choosing these gadgets and in order to do so, almost half (49%) now research extensively before committing to these purchases. 

In fact, tech tops the list of items where consumers demand the strongest balance of quality and value (56%), followed by home appliances (50%) and holidays (36%). 

This new wave of ‘smart spenders’ isn’t about doing without; it’s about doing things better. 24% say they now prioritise quality over quantity when making purchases, reflecting a more considered approach to spending as similarly, when it comes to gifting, Brits are becoming more intentional.  

Annika Bizon, VP of Product and Marketing for Samsung UK and Ireland said: “Consumers are expecting more from their purchases than ever before, taking their time to do research, watching or reading reviews and being more intentional with their decision-making. Value is a key driver, but that doesn’t mean people are willing to compromise on quality – they still expect products to deliver on performance and reliability. ” 

When it comes to smartphones specifically, buyers said long battery life delivers the greatest sense of value (70%).  

While others want to ensure they are getting bang for their buck with smooth performance (50%) and a durable design (49%). 

Annika Bizon added: “Brits want technology that works harder for them, helping them stay connected, informed and organised day to day. With the Galaxy A57 5G we’re combining those fundamental features our customers know and love with Awesome Intelligence, offering a flagship smartphone experience for a variety of different budgets.” 

Samsung’s new Galaxy A57 5G combines meaningful innovation with features designed to support modern lifestyles, from powerful performance and long-lasting battery life to intelligent tools that help users stay organised and efficient. 

Galaxy A57 5G prices start from RRP £529, available to purchase from 10th April 2026 on Samsung.com.