The research found the hacks Brits swear by include abandoning online baskets in the hope of triggering a discount, setting up new email accounts to access new-customer offers, and using comparison tools as part of their regular shopping routine.

More than two thirds (66%) said they often or always check reviews before buying. And a quarter (25%) said they feel more in control of their finances than ever before, as digital tools, social trends and everyday habits reshape what “value” means in 2026.

Annika Bizon, from Samsung, which commissioned the research to mark the launch of its new Galaxy A57 5G, that combines flagship fundamentals with Awesome Intelligence (AI), said: “Consumers are expecting more from their purchases than ever before, taking their time to do research, watching or reading reviews, and being more intentional with their decision-making.

“Value is a key driver, but that doesn’t mean people are willing to compromise on quality – they still expect products to deliver on performance and reliability.”

This new wave of “smart spenders” is not about doing without, it is about doing things better, with a quarter now prioritising quality over quantity when making purchases, reflecting a more considered and intentional approach to spending.

Four in 10 expect more value for their money than they did two or three years ago. Technology is one area where value matters most, with 96% saying it is important to look for good value when choosing gadgets.

In fact, tech tops the list of big-ticket items where consumers demand the strongest balance of quality and value (56%), followed by home appliances (50%) and holidays (36%).

Six in 10 (61%) said they now make fewer of these purchases but expect them to last longer. Nearly half (49%) said they research extensively before committing to bigger buys.

When it comes to smartphones specifically, buyers said long battery life delivers the greatest sense of value (70%). Others want “bang for their buck” through smooth performance (50%) and a durable design (49%).

Annika Bizon from Samsung added: “Brits want technology that works harder for them, helping them stay connected, informed and organised day‑to‑day.”