What are Brits buying this year?

As the cost-of-living crisis really takes hold this winter, live data from price comparison site PriceRunner shows that there has been an increase in Brits buying products to combat high energy bills. Air fryers take the top spot as we aim to use inefficient and expensive ovens less often – with a rise in sales of more than 3,000% compared to last year.

Hot water bottles, long johns, and hand warmers are all showing a steep increase in popularity as well. In fact, web visits and clicks for electric blankets and thermal clothing are up by 651% and 249% respectively, compared to 2021. With an increase of 700% for wood stoves also, it’s clear that the UK is thinking carefully about how to cut costs.

It is possible that we are seeing something known as the “Lipstick Effect” – a term coined by Estée Lauder’s Leonard Lauder which suggests consumers tend to splurge on affordable luxuries during times of economic difficulty. These luxuries offer a little retail therapy without breaking the bank.

Aston spoke to tech & consumer expert Evelina Galli.

Photo by Colin Watts on Unsplash