Wallet Watchers Birmingham
From Greggs to Grocery Hacks: What Brummies Are REALLY Doing With Their Cash Right Now.
Welcome to the third instalment of Wallet Watchers – the Brazen street-level series cutting through London agency waffle and putting the UK’s real money habits front and centre.
This month, we dropped into Birmingham with Married At First Sight star Hannah Norburn, where she asked everyday people one thing:
What are you STOPPING, SAVING and SPENDING on?
Forget trend reports. This is insight straight from the streets – TikTok shop hauls, food budgeting hacks, and all. Here’s what we found:
STOPPING: SPENDING WITHOUT A PLAN
The era of spontaneous splurging is out – intentionality is in. Brummies told us they’re pulling back on mindless spending. That means fewer nights out, fewer takeaway binges, and no more buying “just in case.”
Instead, people are…
Meal planning to avoid unnecessary grocery waste.
Combining catch-ups with errands or travel to save on petrol and fares.
Swapping social events for hobbies they can enjoy at home (hello crochet, gaming and DIY facials).
SAVING: EVERYWHERE THEY CAN
In Brum, every pound has a plan. From banking apps that create separate ‘pots’ for different needs, to using loyalty rewards religiously (hello Greggs app), it’s clear the average consumer is savvier than ever.
And they’re not shy about getting resourceful:
- Vinted, eBay and Facebook Marketplace are key tools for stretching wardrobes without snapping wallets.
- Shein might be controversial – but affordability is the number one currency right now.
- People are spreading the cost of purchases, building up savings first rather than reaching for credit.
One recurring phrase?
“If it’s not essential, it needs to earn its place.”
SPENDING: ON THE HOME FRONT
Turns out Brummies are still in their homebody era.
With less cash going towards nights out or weekend breaks, more of it’s being funnelled into creating spaces people want to stay in. Think cosy furnishings, smart home gadgets, plants, mood lighting – all small investments adding up to one big lifestyle shift.
It’s not just “staying in is the new going out.” It’s: “If I’m staying in, I want it to feel GOOD.”
SO, WHAT DOES THIS MEAN FOR BRANDS?
The Wallet Watchers lens reveals a clear picture:
People aren’t tight – they’re tactical. They still want to spend, but only where it counts.
So brands need to meet that mindset.
- Offer value that feels real (not gimmicky)
- Show how your product fits into the plan
- Align with everyday life – not just aspirational ones
- Be useful, not just visible
In 2025, relevance is reality. And reality lives outside the M25.
If you’re interested in hearing more, we’d love to have a chat, so drop us a line info@wearebrazenpr.com
