4 in 5 consumers still splashing on higher end products despite cost of living concerns

Quality skincare and cosmetics tops the priority list for consumers in the run-up to Christmas, and with inflation worries almost all consumers are actively price-matching to get the best deals.

Quality products are trumping brand recognition in the run-up to Christmas spending, according to new research.

Four in five (79%) shoppers surveyed as part of Bazaarvoice’s ‘influenster community’ said the quality of a product is most likely to convince them to pay more for a purchase, ahead of brand recognition (31%) and eco-friendliness or absence of animal cruelty (23%).

The top three categories people were willing to splash for quality were skincare (77%), cosmetics (71%) and haircare (66%), significantly higher than those willing to pay more for quality homewares (46%) or clothing (33%).

Less than a third of the 1000+ respondents in the survey said they considered themselves to be ‘brand loyal’, while over half were willing to pay more for a product following a good previous experience.


Almost all Brits that were polled by Bazaarvoice (98%) said they were actively price-matching to get the best deals, while over two-thirds of UK consumers said their shopping habits have been affected by inflation (68%).

A third of consumers reported feeling under pressure to make the most of the sales events in order to get the best deals.

Ed Hill, SVP EMEA, Bazaarvoice, said: “We’re in the final stretch before Christmas now and many consumers will be in panic mode. They will be comparing the quality of items and looking for easy ways to justify the amount of money being spent on gifts. Moreover, selecting an item of quality that is appreciated by the recipient has the potential to create a future loyal customer.”

He concluded: “The availability of great first-hand reviews and previous customer photos will not only convince them to buy, but would influence almost half of consumers to pay more for that product.”