New research from AliExpress, the international online retail marketplace, has revealed the significant pressure British households are facing as they head into the summer months.
An overwhelming 86% of UK consumers express deep concern about how the rising cost of living will impact their household budgets for leisure and shopping, with 39% stating they are ‘very concerned’.
This research comes as the AliExpress Summer Sale kicks off to mark the summer season. It will deliver major discounts across key categories, including home, garden, and consumer technology, with savings of up to 80%.
Strained consumer finances
Millennials are feeling the financial squeeze most acutely, with 90% concerned and nearly half (46%) describing themselves as “very concerned” about their spending power.
As a result, consumer purchasing habits are undergoing a major shift.
The study shows that the UK public is increasingly questioning the price tag of premium brands, with the average consumer believing that over one-third (35%) of the price of premium electronics goes toward “logo and status” rather than the technology inside. Furthermore, more than one in five Brits (21%) believe they are paying more than half the retail price just for the brand name.
Finch Li, General Manager of AliExpress UK, said: “As UK households face ongoing cost-of-living pressures, we are seeing a profound shift in consumer behaviour.
“British shoppers are increasingly savvy; they are assessing the actual value and functionality of what they buy. Whether it’s choosing high-specification, lesser-known brands to save on technology. They won’t compromise on what they want and are finding smart ways to make their money go further.”
A notable highlight of the sale is the Brand+ channel, a dedicated shopping channel designed to help consumers buy authentic products directly from official manufacturers and verified brand retailers, featuring tried and tested products with highly competitive prices.
Notable brands to feature at the Summer Sale include:
- Xiaomi (Smartphones, tablets)
- Anker (Consumer Electronics)
- Lubluelu (Smart vacuums, carpet cleaners)
- DEWALT (DIY drill kits)
- THINKCAR (Automotive Diagnostic tool)
- Li-Ning (performance sportswear)
- Ryzen 7 (Mini PCs, processors)
Winning consumer trust in a savvy market
For new or lesser-known tech brands aiming to compete with market leaders, the bar for consumer trust is high. When asked what it would take to trust a new, high-performance brand that claims to match or beat a market leader, UK consumers surveyed highlighted three essential trust signals:
- High-volume user reviews: 41% require a high volume of 4.5-star and above ratings.
- Long-term security: 38% look for a UK-based warranty.
- Risk-free purchasing: 35% require a money-back guarantee.
Consumers are protected under the AliExpress Brand+ Best Price Guarantee scheme across over 2,000 brands. Eligible purchases can claim refunds for price differences on identical items found on Amazon, eBay, Shein and Temu.
Summer travel and entertainment on a budget
Despite financial worries, the appetite for summer travel remains resilient. 63% of Brits still plan to take a leisure holiday this summer (June–August 2026), with an estimated average budget of £1,405 per person. However, the reality of the cost-of-living crisis is heavily shaping these plans:
- 65% of travellers state that budget constraints have limited or changed their summer travel plans.
- To manage costs, 34% are planning a UK road trip and 26% are opting for a staycation close to home.
- Budgeting concerns, finding value for money, and transport costs were cited as the top three challenges facing holidaymakers this year.
The study also highlights a tight preparation window, with Brits planning and purchasing items for their holiday just three weeks in advance on average.
Online marketplaces are set to be the go-to destination for last-minute travel essentials, with consumers most likely to purchase fashion accessories (37%), swimwear (34%), and technology accessories like power banks and universal adapters (32%) online.
Finch continued: “At AliExpress, we are committed to meeting consumer demand by providing direct access to quality, high-performance products at competitive prices, backed by robust customer service and guarantees, helping Brits enjoy their summer without compromising on quality.”
