--- title: "87% of UK Shoppers Changed Their Shopping Habits Amid Rising Costs, ShipStation® Survey Finds" url: "https://www.shipstation.com/press/shipstation-uk-shopping-survey/" type: "press" modified: "2025-11-26T11:56:05-06:00" --- *Value, recommerce, and delivery reliability are shaping 2025’s Black Friday and Christmas shopping across all generations* **LONDON (26 November 2025)** — A new survey from [ShipStation](https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.shipstation.com&esheet=54363725&newsitemid=20251126417025&lan=en-US&anchor=ShipStation&index=1&md5=a5dde7500e836866c6fd3121b50299e8), the leading shipping and logistics solution, found that 87% of UK consumers changed their shopping habits in the past year as a result of the current economic climate. As Black Friday and Christmas 2025 approaches, ShipStation’s research reveals that shoppers are increasingly searching for discounts, shopping second-hand, and looking online for new brands with better value, highlighting a retail environment where convenience and affordability are key. **Second-Hand Shopping Gains Momentum** As shoppers adapt their habits to rising living costs, many are turning to recommerce options to stretch their budgets. Nearly nine in ten consumers now buy second-hand items in some form, highlighting how pre-owned products are becoming a mainstream part of the UK shopping landscape. Overall, 23% of consumers report buying and selling second-hand more frequently than last year, suggesting that recommerce is not just a casual trend, but an increasingly deliberate strategy to save money. Looking at generational discrepancies, younger age groups are leading the charge with recommerce. Gen Z is particularly active, with 31% buying and selling recommerce products more often this year. Millennials are also embracing this trend, with 28% stating they also buy and sell second-hand products more frequently. Baby Boomers, by contrast, are slower to shift, with 53% reporting no change in their second-hand buying habits. “Consumers are making deliberate choices to stretch their budgets and find value in pre-owned products,” said Kelly Vincent, Chief Product Officer at Auctane, ShipStation’s parent company. “Retailers that embrace recommerce and dependable fulfilment will resonate with shoppers while standing out this peak season.” **Delivery Decisions Make or Break Purchases** Delivery continues to be a decisive factor for UK shoppers, influencing whether they complete a purchase or abandon their basket. High fees are the leading deterrent, with 61% saying they would avoid a retailer because of costly shipping. Late or delayed deliveries are also a major frustration, affecting nearly half of shoppers, while 30% are concerned about poor tracking and lack of delivery updates. Younger shoppers, particularly Gen Z and Millennials, are more flexible: over a third of each group say they are willing to pay extra for faster or more reliable delivery, valuing speed and certainty. By contrast, Baby Boomers and Gen X remain highly cost-conscious, with 43% of Baby Boomers unwilling to pay anything for speed and almost 40% of Gen X preferring the cheapest delivery option regardless of speed. This generational divide highlights the balancing act retailers face: offering dependable, fast delivery without alienating price-sensitive shoppers. **Peak Season Spending & Trends** While most consumers have changed their shopping habits, their peak season spending plans remain balanced. Around 35% of shoppers expect to keep budgets steady, 25% anticipate a moderate increase, and 21% foresee a moderate decrease. Baby Boomers are the most consistent spenders, while Gen Z and Millennials show more variability, reflecting cautious optimism. Consumers remain highly motivated by value. More than two-thirds (67%) say lower prices or better discounts are the most influential factors when choosing between major ecommerce platforms and smaller retailers. Nearly 40% also emphasise the importance of smooth payment and returns, signalling that convenience and trust are critical. Reliability in delivery and a seamless experience from checkout to doorstep are increasingly decisive, particularly for younger consumers balancing value with speed and certainty. “Delivery has become more than a logistical step, it’s a key part of the shopping experience,” added Kelly Vincent. “With shoppers entering this peak season more selective than ever, prioritising value, reliable delivery and a smooth shopping journey, retailers that combine speed, transparency and competitive pricing will capture sales and build long-term loyalty.” Find out more about ShipStation: [www.shipstation.com](https://cts.businesswire.com/ct/CT?id=smartlink&url=http%3A%2F%2Fwww.shipstation.com&esheet=54363725&newsitemid=20251126417025&lan=en-US&anchor=www.shipstation.com&index=2&md5=137283b6136216b12fccc968af5660a2) **Survey Methodology** The research was conducted by ShipStation via research platform Attest. ShipStation surveyed 1,000 UK consumers in October 2025 to understand their shopping habits and preferences. **About ShipStation:** Every day, tens of thousands of ecommerce businesses rely on ShipStation to solve the day-to-day challenges of importing orders and processing shipments. Since 2011, ShipStation’s online shipping solution has helped businesses scale and deliver exceptional customer experiences – wherever they sell and however they ship. The multi-channel and multi-carrier platform offers over 400 integrations and partnerships with leading shopping carts, marketplaces, carriers, and fulfillment services, including USPS, UPS, FedEx, Amazon, Shopify, and BigCommerce. ShipStation is a member of the Auctane family of companies. For more information, visit [https://www.shipstation.com](https://cts.businesswire.com/ct/CT?id=smartlink&url=https%3A%2F%2Ftracking.vuelio.co.uk%2Ftracking%2Fclick%3Fd%3DW-6cWkYntmIdX98oThaCi21i9ZIH4TD_mDPWl7J8BojJAJwmGggVNpKi3vtf1MaiGCKHE0VuZrt67LR_ZXy10zDMJAP2OW_DJ6lI_C11wUeocvrKGj_iRoMf93pzSpZORj8hZxBYl8HVtCaOr4xsIIk1&esheet=54363725&newsitemid=20251126417025&lan=en-US&anchor=https%3A%2F%2Fwww.shipstation.com&index=3&md5=efe07adaafa61bda4d22910b47f9d405). For media inquiries, please contact: Rita Azevedo –