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As of July 2024, about a of customers in the United Kingdom (UK) stated that they preferred receiving basic service without additional features or benefits from organizations, in order to get the lowest possible price. The share of UK customers who were willing to pay more in order to get excellent service was consistently higher than the share of people who preferred the lowest cost and no frills service.

Why the majority of UK consumers prefer excellent service 

In a 2024 survey, trust was the leading reason that UK consumers gave when asked why they preferred to pay more for excellent service. Some respondents also answered that receiving excellent service made them feel happier, and was thus, worth paying for. 

Consumers pay for quality even while cutting non-essential costs  

From 2023 to 2024, UK consumers changed their spending patterns. Due to increased essential costs, more than half of shoppers in the United Kingdom decreased their non-essential spending, but they were still willing to spend extra for excellent service and the peace of mind it provided.