Spending with Care: The current reality of big ticket purchases in the UK
Financial confidence in the UK remains fragile. Our latest Cost-of-Living data for Q1 2026 shows sentiment has deteriorated for three consecutive waves, with 62% now believing the economy is heading in the wrong direction.
Household finances are under pressure too. 56% say their financial position is unchanged versus last year and 25% say it has worsened, leaving just 19% feeling better off. Energy bills have risen again, food and drink prices are up 4.5%, and headline inflation reached 3.4% in December.
In this environment, reassurance and value are becoming fundamental drivers of growth, not just in the short term but over the longer term too.
Given that backdrop, you might expect consumers to be firmly pulling back on big purchases this year. The reality is more nuanced.
Cautious, but still in the market
When we asked consumers how they are approaching big ticket purchases in 2026, defined as cars, large white goods, furniture, holidays and household electricals, openness remains.
32% feel confident and comfortable making a big purchase, whilst a further 41% say they are cautious but open
And overall, 61% report that their level of confidence is unchanged versus 2025
Taken together, this points to a market that is measured rather than frozen. Many consumers are continuing with planned purchases, but with greater scrutiny and consideration than in more buoyant times.
Prioritisation is reshaping spend
Openness does not translate into urgency across every category.
Holidays and car purchases are the most likely to be delayed this year, even among those who would like to buy. In contrast, large white goods, furniture and household electricals appear comparatively more resilient.
This reflects a practical mindset. When finances feel stretched or uncertain, consumers lean towards purchases that feel essential, home focused or offer long-term benefits. For travel and automotive brands at risk of being deprioritised, emotional appeal must be supported by a compelling financial rationale that answers the question: why now?
Spending sensibly is key: savings lead, credit plays a supporting role
More consumers expect to fund big purchases from their own reserves rather than relying on finance:
67% anticipate using savings
51% anticipate using a credit card
34% anticipate using retail finance or buy now pay later
Credit still has a meaningful role, but it is accompanied by anxiety. 35% fear over committing financially and 30% are uncertain about their future income. With unemployment at a five-year high and ongoing headlines about economic and technological change, this caution is understandable.
Customers are seeking value first, finance second
In a climate where confidence is subdued and many feel financially flat or worse off, reassurance and a sense of control become central drivers of conversion.
We asked what would make consumers feel comfortable making a big ticket purchase this year. The leading factors were:
46% clear discount or offer
35% guarantees or warranties
30% affordable monthly payments
29% strong reviews or recommendations
27% flexible payment options
Lengthy interest free periods ranked much lower. This suggests consumers are focused on managing affordability in a controlled way, rather than simply postponing cost.
How brands can win in a cautious but open market
As we move through 2026, we can see that the prevailing mood is one of careful consideration rather than blanket cost-cutting.
To convert big ticket intent into action, brands should:
Frame purchases as smart, considered investments. With customers feeling cautious but open after years of financial pressure, they need to feel in control and savvy about any large purchase.
Lead with clear upfront savings and headline offers, especially for cash buyers. Help customers feel the immediate value of their purchase, not just the benefits of a longer-term finance arrangement.
Reinforce long-term affordability and durability through guarantees, flexible payment options and transparent repayment structures. Credit risks are being carefully evaluated, so finance messaging must prioritise clarity, flexibility and affordability. This will likely resonate more strongly than a simple focus on interest free periods, as it will help customers stay on top of their finances rather than pushing the problem down the road.
In short: big ticket spending is still happening, but it is subject to higher levels of scrutiny and expectation. Brands that recognise this shift and respond with empathy, clarity and tangible value will be best placed to win.
Want to understand how your brand can win in 2026?
At The Harris Poll UK, we help brands decode shifting consumer confidence and translate it into clear, commercial action.
If you would like to explore how attitudes towards big ticket spending are evolving in your sector, or pressure test your value and finance messaging with today’s cautious but open consumer, get in touch with our team.