As 2026 begins, millions of Brits are entering a time of extreme frugality. They are cutting back on everyday luxuries and changing their habits in a determined effort to save money. People in the UK are making big and sometimes strange changes to their daily lives in order to save money. For example, they are giving up takeaway coffee and trying to cut their own hair.
iD Mobile paid for new research that shows the average saver wants to save more than £2,000 this year. This is because living costs are going up and people want to feel more secure financially. The data also shows how hard it can be to keep these resolutions, with more than a third of people saying they fall back into their old habits before the month is over, even though they are very committed in January.
The most common money-saving pledges include simple switches, like ditching meals out (35%) and cutting back on takeaways (28%). Others plan to swap big brand names for cheaper alternatives (21%) and vow to bring more homemade lunches into work (20%). While 17% plan to invest in pre-loved clothes instead of buying new.
But alongside these familiar approaches, the research also uncovered a wave of increasingly unusual – and occasionally extreme – tactics people plan to adopt in 2026 in a bid to reach their savings goals.
Among the strangest saving resolutions Brits are considering:
- Reusing gift wraps and bags – who cares if it still has last year’s Sellotape attached! (29%)
- Buying in enormous bulk quantities, time to dust off that Costco card (19%)
- Attempting to grow their own vegetables, even if they have no outdoor space (18%)
- Exercising using household items, instead of a gym subscription. Pass the water bottles?! (17%)
- Charging devices exclusively at work or public spaces, to keep electricity bills down (11%)
- Cutting their own hair with YouTube confidence (10%)
- Stocking up on café napkins, condiment sachets and cutlery (8%)
- Reusing teabags multiple times (7%)
- Using hotel toiletries as your main bathroom supplies (5%)
- Cancelling dating app subscriptions (4%), opting for saving over swiping!
However, these extreme cost-cutting measures rarely last. According to the study, it’s estimated that over nine million Brits struggle to stay the course beyond six months, with almost one in five (18%) giving up after just seven weeks. 22% of Brits also agree that such strict measures make them feel unhappy, and 37% say they always revert to old habits by the end of January.
Despite this, 65% think January is a good month to introduce new money-saving behaviours. Having a strict New Year’s resolution boosts motivation (31%), positivity (26%) and optimism (21%).
The survey also revealed financial pressure is increasing: 72% feel their money doesn’t stretch as far as last year, and 45% feel under more pressure to save now compared to the previous year.
26% have already identified areas where they are looking to save money, particularly since more than a quarter (26%) believe they’re currently overpaying on their phone bill. Consequently, almost half (47%) are considering switching their deal in the New Year.
This is one simple change that offers meaningful impact without the misery: Brits can save an average of £300 per year simply by switching to iD Mobile rather than sticking with the major networks. That’s saving roughly the equivalent of buying a takeaway coffee and snack every week for a year!
Lewis Henry, Director of Customer and Marketing at iD Mobile, said: “The New Year is a natural time to make a change or reset, and money is one of the first things that people want to get back under control. With household budgets under pressure, it’s no surprise that Brits are hunting for smarter ways to make their money go further. From simple shopping swaps to being more intentional with everyday choices.
“Setting clear financial goals at the start of the year can help turn good intentions into lasting habits. Taking time to review bills might seem daunting, but it’s often where the easiest savings are found. And, by switching to a mobile network like iD Mobile, Brits can save an average of £300 a year on their phone bill alone.”
So, before Brits resort to brewing instant coffee granules in a thermos or walking 90 minutes through sideways rain to save £2.40 on bus fares, the message is clear: one New Year’s resolution that actually works is switching to an iD Mobile phone plan – saving the average person £300 a year.
