Price Wars 2025 - U.K. Edition

As cost of living concerns continue to weigh on U.K. consumers, which retailers will win on affordability this gifting season —and where will shoppers turn to stretch their budgets further?

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Across the U.K., consumers are still recalibrating after years of economic turbulence. While inflation briefly neared the government’s 2% target at the end of 2024, it has since climbed again, reaching almost double that level¹. Combined with tariffs dominating headlines and adding further uncertainty, it’s little surprise that U.K. consumer confidence remains subdued at -17², still around 10ppts below pre-pandemic levels.

For the 6th consecutive year, Profitero+ conducted a Price Wars study, which compares item-level price competition across the U.K. online retail landscape. The study compares the everyday online prices on over 7,500 items in 16 categories across 18 leading retailers, including Amazon, Asda, Argos, Currys, John Lewis and Ocado.

Get a copy of this report to understand where shoppers expect to find the best deals ahead of the holiday season, which categories are the most competitive, and which retailers have earned the highest low price reliability.

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Sources:

1 Office for National Statistics

2 Consumer Confidence, Sept 2025