Brace, brace, brace - we’re all skint!

Consumer spending is slowing down. Content marketeers - prepare for impact.

The UK’s Office for National Statistics (ONS) has revised its retail sales data for the first half of the year, revealing that consumer spending was weaker than initially thought. The ONS cut retail sales growth estimates from 1.7% to 1.1% in H1, suggesting households are tightening their belts as inflation and economic uncertainty weigh on disposable incomes.

While this is hardly a surprise for anyone outside Prime London, for content marketeers, the revised figures are still a wake-up call. When consumers are becoming more cautious, brands need to adapt their messaging and strategy accordingly. Rather than pushing purely aspirational narratives, they must pivot towards value, reassurance, and trust-building if they want to resonate with today’s budget-conscious shoppers.

It's retail data, Jim, but not as we knew it.

Why this news matters for content marketeers

Economic slowdowns change consumer psychology. Shoppers become:

• More price-sensitive: Seeking deals, discounts, and ways to stretch their money

• Selective about purchases: Prioritising essentials and affordable treats over big-ticket items

• Wary of corporate messaging: Demanding authenticity and transparency from brands

  
  

For many organisations, this shift will mean a content overhaul is necessary. Brands that continue with “business as usual” risk appearing tone-deaf. The winners will be those who demonstrate empathy and provide real, tangible value through their messaging.

Shifting the content approach

Here’s how marketers can adjust their strategy:

1. Lean into value-driven storytelling

   Show customers how to get more for less. This may be through guides to affordable alternatives, curated lists of budget-friendly experiences, or (shock horror!) tips for making products last longer

   
   

2. Humanise the brand

   Content that acknowledges challenges and celebrates real customer stories will build trust. Case studies, behind-the-scenes videos, or local community features can deepen emotional connections

   
   

3. Be agile and timely

   When consumer spending trends fluctuate, marketing teams need processes for rapid content creation tied to current events, weather changes, or cultural moments—just as July’s heatwave and football events drove sales spikes

   
   

4. Double down on educational content

   Tutorials and explainer videos that help customers save money or make informed decisions will position your brand as a helpful partner rather than just a seller (This means you, Amazon, ASOS, Shein, et al)

Be ready

The ONS retail revision paints a picture of a cautious, cost-conscious consumer landscape. For content marketers, the message is clear: adapt or risk irrelevance.

By focusing on value, empathy, and agility, brands can stay aligned with evolving consumer needs, even when the data delivers surprises. The key is to build content strategies that balance short-term responsiveness with long-term trust, ensuring your messaging remains relevant no matter which way the economic data goes.

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 Actionable tips

Objective	Action
Showcase value	Create “affordable luxury” round-ups
Offer cost-saving advice	Publish money-saving guides and product hacks
Leverage seasonal moments	Align campaigns with weather, events, or holidays
Boost transparency	Share behind-the-scenes production or pricing stories
Build trust via storytelling	Feature customer or community spotlights
Stay agile and reactive	Develop fast-turnaround content processes

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