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As the cost of living crisis has evolved from a temporary discomfort to a semi-permanent shift in spending habits, women are caught between their lifestyle choices and their financial reality in 2025. The way women are responding has emerged into new spending styles, which we reveal in our new report, The F-Word.
High costs and stagnant wages means women are much more intentional with how they spend their money. A staggering 60% of UK women aged 25-45 have less than £200 per month to spend on joy, and 39% have only under £100 to spend on themselves.
But a growing desire to enjoy life even during tough times means that most women will still open their purses, – but only the products, services and experiences that will make them feel special. So brands and businesses who are targeting the millennial and Gen Z woman will need to get inside her head and her heart, before she taps to pay.
The eight new spending styles of millennial and Gen Z women:
Budget and blowout (20% of women)
This group of women is all about balance, swinging between carefully planned budgets and splashy splurges on things they love.
Women who follow this style of spending are above all, empowered and in control of their finances. 75.3% of this segment will avoid getting into debt at all costs, including the occasional blowout, and 78.7% agree they are financially independent. A mix of both active and passive money management styles, this spending style is realistic and responsible, indulging in a little splurge every now and again.
Cautious consumers (19% of women)
These women are risk-averse and extremely careful with what they spend their money on.
Nearly 82% of cautious consumers disagree with the statement: “I buy things I know I can’t afford” – more than any other group. Plus, a majority of these women are cutting back on discretionary spending like new clothes and eating out. Instead, they value financial security and stability.
Post-purchase guilters (17% of women)
Think Becky Bloomwood – the post-purchase guilters feel regret from the moment they receive their receipt.
This group passively manages their money month-to-month and have difficulty saving, using purchases as a short lived high before the guilt sets in. With a majority (56.5%) struggling to save enough money, post-purchase guilters are stuck in a loop between enjoyment and financial anxiety.
Value seekers (12% of women)
The frugal bargain hunter who loves to barter. Both savvy and strategic, this spending style finds maximum value in every purchase.
Due to macroeconomic pressures, 63% are eating at home more than they’re dining out, 60.9% are choosing to stay in over a night out and 41.3% are shopping at cheaper supermarkets, opting for value of money over convenience or quality, even for the essentials.
74.1% of value seekers are secure in their financial independence and 63.2% feel confident about their money management skills. Interestingly, value seekers are split between a passive and active approach to wealth.
Selfless spenders (12% of women)
Caring more about spending money on others than themselves but they’re anything but frivolous. Selfless spenders carefully balance their altruistic approach to money with financial responsibility.
38.8% of this group agree that financial security is important to their mental health, an overwhelming 79.1% identify as financially independent and 67.6% are confident in their money management skills. Ultimately selfless spenders are passive with their funds but value financial independence and personal security.
On-the-spotters (9% of women)
On-the-spotters have a tendency to make impulse purchases – even when it conflicts with their goal to save money.
Controlling their spending habits and saving enough money are two key challenges for nearly half (45.6%) of this group, revealing the internal conflict between what’s responsible and what’s reckless. More than any other group, a majority (51.5%) of on-the-spotters said their relationship with money is “manageable, but could be improved,” suggesting that they know their money habits need some work but they find making sustainable changes difficult.
Treat brainers (5% of women)
The treat brainers represent women who play in the space between intentional budgeting and indulgent splurging.
Seemingly unaffected by the cost of living pressures, just 26.7% of treat brainers are staying in instead of going out, much less than the average across spending styles (54.8%). Plus, 1 in 4 of these women haven't made any changes to their spending at all, meaning they’re 51% more likely to keep up with their lifestyle choices despite higher costs, compared to the average respondent.
Serial returners (4% of women)
Serial returners – women who second-guessing their shopping and making another trip to get their money back.
Indicating financial anxiety and a lack of confidence around money choices, the serial returners are least likely to feel financially independent. A mere 6.5% definitely agree that they have a well-defined financial plan, the lowest of any other spending style.
Trapped in a cycle of buying and returning, this group struggles to own their financial future.
For more exclusive insights on women and money, download our new report, The F-Word. And if you'd like to know more on how your brand can appeal to discerning female consumers please get in touch to discuss your business needs.