Over a Third of Brits Regret Impulse Spending as £9.8bn Black Friday Spree Looms

UK consumers are facing a significant "regret gap" as Black Friday spending is projected to reach £9.8 billion. New data reveals that over a third of Brits regret impulse purchases, highlighting a critical need for fintech tools that bridge the divide between seasonal promotional pressure and long-term financial health for younger, more vulnerable demographics.

What was announced

Zable conducted a survey of 2,000 UK adults to investigate payday habits and the psychological impact of impulse spending. The findings show that 35% of respondents regret buying items in sales or making purchases on a whim. The most prevalent financial regret, cited by 27% of the population, was failing to put enough money into savings, while 24% regretted overspending on non-essential items.

The research highlights a sharp generational divide in spending discipline. Millennials (21.4%) and Generation Z (20.8%) are the most likely to admit to regrettable impulse spending, compared to 16.6% of Generation X and just 13.3% of Baby Boomers. Specifically, 30.9% of 18-24-year-olds admit they regret buying items simply because they were on sale, a figure significantly higher than the 18.1% recorded for the 25-34 age bracket.

Geographically, Brighton residents are the most prone to impulse purchase regret at 23.3%, followed closely by Southampton (22.9%), Glasgow (22.5%), London (22%), and Newcastle (21.9%). The study also found that nearly 50% of the population lacks a regular payday routine. This lack of structure contributes to widespread financial strain, with 40% of Brits reporting stress in the final week before payday and 38% running out of disposable income before their next salary arrives.

"Payday can feel like a reset button, giving people a sense of control over their finances and the opportunity to review their priorities. Our research shows that while Brits understand the importance of managing their money well, the challenge is turning good intentions into consistent habits that last beyond payday. A successful payday routine doesn’t need to be complicated; small actions like paying yourself first, planning essential outgoings or creating a realistic budget can help reduce financial stress and build confidence throughout the month."

James Goforth, Product Manager at Zable.

The companies involved

Zable is a UK-based fintech focused on providing credit and financial management tools to consumers. The company operates in a competitive lending and credit card market, positioning itself as a provider that helps users build better financial habits through data-driven insights. Zable is closely associated with Lendable, a major player in the consumer finance space.

Lendable provides personal loans and credit products using advanced underwriting technology and has been a significant presence in the UK fintech ecosystem. Both entities operate in a market increasingly defined by the need for transparency and consumer protection. Zable’s focus on credit education and spending habits aligns with broader industry trends toward "financial wellness," where lenders seek to provide more than just capital by offering tools that help users navigate the complexities of personal finance. As the UK market faces economic pressures, these firms are under scrutiny to ensure their products do not exacerbate consumer debt while still providing necessary liquidity to a wide range of borrowers.

What FF News has reported before

FF News has extensively tracked Zable’s efforts to highlight the UK’s financial literacy challenges. The publication recently covered a study showing that 85% of Brits overestimate credit card knowledge, revealing a major gap in understanding how credit products actually function. Further reporting has explored how younger demographics navigate financial information, with Zable finding that one in three young Brits turn to social media for financial advice. Additionally, FF News detailed research indicating that 70% of Brits hold costly credit card misconceptions. These reports collectively suggest a consumer base that is often overconfident yet under-informed, creating a volatile environment for high-spending periods like Black Friday.

What this means

This data underscores a fundamental tension in the fintech sector: the industry is proficient at facilitating frictionless spending, but it is still struggling to automate financial restraint. While the "buy now, pay later" (BNPL) and credit sectors have mastered the art of the transaction, there is a clear market opening for platforms that can effectively gamify or automate the "pay yourself first" mentality. Traditional banks and newer neobanks are under pressure to move beyond simple balance notifications. The high levels of payday stress and impulse regret among younger consumers suggest that current budgeting tools are not sufficiently counteracting the sophisticated psychological triggers used by retailers. The question for the sector is whether financial wellness tools can ever be as persuasive as a 50% off Black Friday banner.