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. 

LONDON, UK – March 07, 2025 – Samsung Electronics UK has announced the promotion of Annika Bizon to Mobile Experience (MX) VP of Product and Marketing, UK&I.

In this role, Annika will build on successes launching the Galaxy S25 series and growing the Galaxy AI userbase. Her responsibilities have included leading its Marketing & Omnichannel strategy, as well as the MX division in Ireland.

Her passion for putting the customer first has driven both consumer engagement and commercial success, strengthening Samsung UK & Ireland’s market share and brand perceptions across its Galaxy ecosystem.

Annika brings more than 20 years of experience to this new position. Prior to Samsung, she held senior roles at 20^th Century Fox and Three UK. Throughout her career, she has focussed on successfully transitioning brands to a digital-first approach, driving commercial success.

In her new role, Annika will spearhead Galaxy AI adoption, as well as innovation and development, alongside growing Samsung’s ecosystem proposition.

Annika said: “I am looking forward to taking on this new role and remain committed to providing our customers with the best experience, no matter who they are or what Samsung products they use. In partnership with my team, I will be focused on putting the consumer first, ensuring every touchpoint with our products and services is seamless and makes them proud to own Samsung.

Corporate Vice President – Mobile Division, Samsung UK & Ireland, Richard Chang, added: “As Marketing & Omnichannel Director, Annika has been dedicated to best-in-class customer experience and the leadership of our Irish business. Recently, she has also led the product team, developing category management as a key focus area. I look forward to working closely with her, delivering growth and mobile leadership.”

Annika brings a wealth of business and leadership experience to Samsung UK & Ireland, having previously held senior positions at 20^th Century Fox and, most recently, at Three UK, as GTM and Channel Management Director.

Throughout her time within the telecoms and entertainment industries, Annika has demonstrated impressive acumen in transitioning brands to a digital-first approach while maintaining commercial success. In her new role, Annika will be instrumental in driving end-to-end consumer channel excellence across online, digital, call centres and retail.

Speaking of her new role, Annika Bizon said: “I’m delighted to be joining Samsung, a brand that is at the cutting-edge of technology and innovation. The opportunity to shape the direction and future of Samsung’s omnichannel operations [in the UK & Ireland] is incredibly exciting and I can’t wait to work with such a passionate and talented team.” 

Conor Pierce, Corporate Vice-President, Samsung UK & Ireland added: “I am thrilled to welcome Annika into the fold. Her experience is second–to-none and she is the ideal person to lead omnichannel excellence as we embrace a new era of retail. Annika joins Samsung at an important point in our customer experience journey and I look forward to working alongside her to deliver further growth in 2021.”