Move aside, Martin Lewis, we’re a nation of money saving experts now

As they say, a penny saved is a penny earned

New research suggests millions of us are now thinking more carefully about where our money goes – swapping impulse buys for price comparisons, review-checking and deal-hunting before hitting “buy”.

Looks like the age of the tech-savvy “smart spender” is truly upon us!

We’re all at it now

Turns out, being savvy with money isn’t niche anymore. A solid 43 per cent of Brits say they expect more bang for their buck than they did a few years ago, while 38 per cent are actively hunting for ways to save cash on everyday stuff.

And we’re not just guessing – we’re doing the homework.

The research, commissioned by Samsung to celebrate the launch of the Galaxy A57 5G, found around two-thirds check reviews before buying anything, and more than half are glued to comparison sites. Even “finfluencers” are getting a look in, with nearly one in five people turning to social media and deal communities for tips.

Basically, the kind of stuff your mate used to brag about (“I got that half price, you know”) is now standard behaviour.

It’s not about being tight

This isn’t everyone suddenly refusing to spend money. It’s more about spending better.

Six in ten people say they’re buying less, but choosing stuff that’ll actually last. And about a quarter are actively picking quality over quantity – which probably explains why we all now own fewer things, but weirdly care more about them.

Elsewhere, the money-saving habits are very 2026. Think batch cooking, walking short journeys, and choosing cheap-but-decent plans like park hangs or dinners at home.

That said, let’s be honest – the £4 takeaway coffee isn’t dead yet. Over a quarter admit they still cave now and then.

Big purchases are under the microscope

Where things get really serious is with bigger buys.

Tech is top of the list for stuff people really think about before buying, with almost everyone saying value matters. Nearly half of us are doing proper research before committing – not just a quick glance, but deep dives into reviews, specs and comparisons.

And what counts as “value”? Not just price.

People want long battery life, solid performance and something that won’t fall apart in a year. Basically, if you’re spending decent money, it needs to earn its keep.

Gen Z are leading the charge

No surprises here – younger people are the most switched on.

Gen Z are the most likely to hunt for value in everything they buy, which makes sense given they’ve grown up with price comparison tools, resale apps and TikToks telling them how to save £200 on a phone.

For them, this isn’t a trend. It’s just how you shop.

The bottom line

All of this adds up to a pretty big shift.

We’re not just cutting back – we’re thinking more, checking more and expecting more from the stuff we buy. It’s less about grabbing the cheapest option, and more about getting something that actually feels worth it.

So yeah, Martin Lewis might still be the face of money saving in Britain.

But at this rate, he’s got a lot of competition.