Britons embrace 'revenge saving' as inflation drives thrift

More Britons are saving rather than spending, in a trend described as revenge saving that has gained traction on social media and in personal-finance coverage. The approach involves deliberately cutting purchases and building a savings pot, with participants sharing results on platforms such as Reddit and in money sections of national outlets. The trend has been reported by This is Money as of Sept. 20, 2025.

Examples of revenge saving include strict periods of not purchasing beyond absolute necessities, using up existing products or food before restocking, and even selling belongings to fund new purchases. Some savers transfer payments into their savings accounts as soon as they are paid each month, before rent, mortgages or other bills are due so that the savings are treated as a priority. A well-known variant is the 1p challenge, which starts by saving 1p on 1 January and then 2p on 2 January, continuing in this way so that the total saved by the end of the year reaches £667.95.

Why are Britons turning to revenge saving? The motive is to build a buffer against ongoing price rises. Inflation has remained well above the Bank of England’s 2 percent target, standing at about 3.8 percent, which erodes the real value of money over time. With higher interest rates and the prospect of autumn tax changes, savers are looking to protect purchasing power by building up cash reserves rather than letting money slip away to rising costs. The pivot from spending to saving marks a shift from the pandemic-era pattern of lockdown savings to a frugal-response mindset amid economic uncertainty.

The revenge saving trend is said to have originated in Chinese media and online spaces and has since spread to the United States before taking root in the United Kingdom. Practitioners describe a practical, methodical approach to saving rather than chasing returns or speculative investments, focusing on predictable, accessible deposits rather than complex products.

For those looking to maximize a revenge savings pot, experts recommend placing funds in high-interest savings accounts rather than leaving money idle in low- or no-interest accounts. Some easy-access savings accounts are offering around 4.3 percent in interest, which helps ensure that the pot grows in real terms even if inflation fluctuates. At a minimum, savers should aim for rates above current inflation to preserve purchasing power in the year ahead. Savers are also advised to monitor interest-rate conditions and seek deals that minimize fees and constraints on withdrawals.

This money-driven trend underscores how households are adapting financial behavior to weather a persistently rocky price environment. By prioritizing cash buffers and disciplined saving, Britons are attempting to reduce vulnerability to months when expenses outpace income. The conversation around revenge saving continues to evolve as families test new practices and compare results across social platforms and financial media.

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As the year progresses, savers weighing their options will likely balance the need for accessible funds with the goal of protecting against a potential uptick in costs. This trend also emphasizes the growing role of online savings products and digital budgeting tools in everyday financial planning. For readers seeking updates on savings opportunities, This is Money continues to publish alerts and guidance to help identify competitive rates and offers, though readers should evaluate products against their own financial goals and risk tolerance.

Image credits and promotional content from various financial services sites are noted in the broader media ecosystem, but the core reporting remains focused on consumer behavior and macroeconomic context. The key takeaway is clear: when price pressures persist, households are increasingly treating savings as a ritual and tactical line item in their monthly finances rather than an afterthought.