Visa Research: UK Pet Spending and Digital Habits Fuel the Growing 'Couch Economy'

Visa's latest research into the "couch economy" reveals a significant shift in UK consumer behavior, with pet-related spending and digital commerce reaching new heights. For fintech professionals, these findings underscore the permanence of home-centered consumption patterns and the critical need for seamless, recurring payment solutions that cater to increasingly digital-first household routines.

What was announced

Visa Business and Economic Insights has released a comprehensive study titled The Great Indoors: How the ‘Couch Economy’ Is Redefining Consumer Spending Habits. The report highlights a marked transition toward home-centered lifestyles in the UK, significantly impacting where and how households allocate their funds. One of the most prominent trends is the rise of pet-related expenditure; approximately 5% of UK payment cards now exhibit regular spending at pet merchants, representing a 1.5 percentage point increase since 2019. This growth encompasses recurring costs for pet food, grooming, and specialized care services as animals become a more central part of the domestic unit.

The research further details the acceleration of digital engagement across the country. Frequent online shopping has nearly doubled, with 28% of UK payment cards now recording 10 or more online or in-app transactions per month, compared to just 15% in 2018. Consequently, digital payments now account for 26% of all UK domestic payment volume, up from 20% in 2019. The "couch economy" is also visible in entertainment and dining habits. Streaming and pay-TV subscriptions now reach a larger share of UK cards than traditional cinema or concert spending, a trend that has persisted despite the return of live events. Additionally, food delivery platforms have become a staple of domestic life, with roughly 15% of UK cards utilized for regular orders.

"Pets have always been an important part of family life, but our data suggests they are also playing a growing role in household spending. Regular demand for everything from food and grooming to care and other services shows how changing lifestyles are influencing where our money goes.

What we’re seeing more broadly is that the ‘couch economy’ extends well beyond online shopping. As convenience becomes a bigger part of everyday life, consumers are increasingly turning to products and services that fit seamlessly around how they live. For businesses, that creates opportunities across digital commerce, subscriptions, delivery and other services that build ongoing customer relationships."

Rob Cameron, CEO of Visa UK & Ireland.

The companies involved

Visa is a global leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and government entities across more than 200 countries and territories. The company operates at the heart of the global financial ecosystem, providing the infrastructure and technology necessary for secure and efficient electronic funds transfers. As a dominant force in the card network space, Visa’s data provides a high-fidelity view of macroeconomic trends and shifting consumer preferences.

The organization has a significant presence in the United Kingdom and Ireland, where it is currently led by Rob Cameron. With over 700 reports on the company within the FF News archive, Visa remains one of the most frequently covered entities in the fintech sector. Its role has evolved from a traditional credit and debit card provider into a diversified technology company focusing on digital innovation, cross-border payment solutions, and the expansion of the "couch economy" through enhanced e-commerce capabilities. This latest research from the Visa Business and Economic Insights team reflects the company's ongoing efforts to provide actionable data for businesses navigating the post-pandemic retail landscape.

What FF News has reported before

FF News has recently covered several significant developments involving Visa’s global operations and partnerships. In September 2026, the company announced a collaboration with travel platform Klook to boost experience-led travel across Southeast Asia. On the leadership front, Visa recently appointed Mario Makary as Vice President and Country Manager for the UAE to drive regional digital payment innovation.

The company also remains at the forefront of technical payment advancements. FF News reported on the collaboration between Cleverbridge and Visa to complete France’s first live passkey-authenticated agentic payment. Additionally, Visa’s work in the corporate sector was highlighted through a partnership with UPT to launch virtual IBANs for corporate cross-border payments, simplifying international transactions for businesses.

What this means

The entrenchment of the "couch economy" signals a permanent shift that puts immense pressure on traditional brick-and-mortar retailers to justify their physical footprint. As online and in-app transactions become the default for nearly a third of the population, the industry must move beyond simple e-commerce toward sophisticated subscription management and frictionless recurring billing. The rise in pet-related spending specifically highlights a niche but resilient vertical that is ripe for specialized fintech products, such as "pet-tech" insurance and dedicated savings tools. However, the dominance of digital platforms raises questions about market concentration and whether smaller merchants can compete with the convenience and data-driven loyalty of major delivery and streaming giants.