Cost of Living and Customer Loyalty: How Brands Can Support Everyday Spending in 2026

“We can’t justify a £52 lunch.” - What this tells us about consumer behaviour 

A recent BBC feature highlighted a growing trend: middle-income families across the UK are cutting back on everyday activities like dining out and family days. Not because they don’t want to, but because they’re finding it harder to justify the cost. 

From lunches costing over £50 to full days out exceeding £120, the article paints a clear picture of how the cost-of-living crisis is reshaping consumer behaviour. But beneath the headline, there’s a more important insight for brands and employers - the desire to spend hasn’t disappeared, it’s evolved. 

Consumers still want experiences - but value now drives decisions 

Across the UK, people still want to eat out with family, enjoy coffee and social moments, and take part in days out and shared experiences. However, these decisions are increasingly being filtered through a single question: “Is this worth it?” 

This shift is critical for businesses to understand. It’s not about reduced demand, but increased scrutiny. Consumers are becoming more selective, more value-conscious, and more intentional with their spending - especially when it comes to everyday treats. 

Why this matters for loyalty strategies 

For years, loyalty programmes have focused on points, tiers and delayed rewards. But in today’s environment, those models are starting to show friction. Consumers are responding more strongly to loyalty that is immediate, relevant and simple. 

Value delivered at the point of purchase, rewards aligned to everyday habits like dining and coffee, and experiences that require no learning curve are now outperforming more complex systems. This marks a clear shift in the role of loyalty - from incentive to everyday support. 

Everyday rewards are becoming essential, not optional 

Whether it’s 25% off a family meal at PizzaExpress, savings on coffee during the commute, or discounted days out like aquariums and attractions, these are no longer seen as luxury perks. They are practical ways to help people maintain the moments that matter. 

This is where solutions like tastecard are seeing strong engagement - by aligning rewards directly with real-life spending. With average dining savings of around £25 per meal, these types of benefits allow families to continue enjoying meals out and experiences, just at a more affordable level. 

What this means for brands in 2026 

The brands and employers that will stand out in 2026 are those that recognise this behavioural shift and adapt accordingly. Winning strategies will focus on supporting real-life spending habits, delivering value at the point of need, removing friction from the experience, and prioritising relevance over complexity. 

In this context, loyalty is no longer about offering more - it’s about offering what matters, in a way that feels accessible and useful. 

This highlights a reality many already feel: people are cutting back, but they don’t want to miss out. 

For brands, this creates a clear opportunity. By moving beyond traditional loyalty models and focusing on everyday value, they can build stronger, more meaningful engagement. 

Because the brands that win loyalty today aren’t just rewarding behaviour - they’re helping people keep the moments that matter. 

Support everyday value with Ello Group 

As spending habits evolve, loyalty needs to evolve with them. The brands and employers that win in 2026 will be those that support real-life moments - not just reward transactions. 

Here at Ello, we help businesses build customer loyalty programmes and employee benefits platforms centred around everyday, relevant rewards - from dining and coffee savings to experiences and days out. Designed to deliver value at the point of need, our solutions help drive engagement, reduce churn and strengthen long-term loyalty. 

If you’re ready to make your loyalty strategy more meaningful, explore our solutions or get in touch with the Ello team today.