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According to a July 2025 GfK survey, 34 % of UK consumers believe it’s a good time to save—up from 27 % in June—marking the highest confidence since November 2007.
This cautious approach comes amid inflation pressures, tax rises, and stagnating disposable incomes.
Despite wage growth, real household income fell by 1 % in early 2025, driven by higher costs and taxation.
As consumer confidence sinks to −19 in July, many savers are channeling funds into ISAs, dampening consumer spending and reflecting heightened economic uncertainty.
The trend underscores the importance for UK adults to build robust emergency reserves and consider tax-efficient saving vehicles.




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