The Rise of the Intentional Shopper: How AI and Cost-of-Living are Reshaping UK Retail

New data from Clearpay indicates a fundamental shift in UK consumer behavior, as the cost-of-living crisis drives a move toward "intentional spending." For fintech providers and retailers, this pivot away from impulse purchasing toward transparency and payment control suggests that traditional loyalty rewards are losing ground to clear, upfront cost structures at the checkout.

What was announced

Clearpay's research highlights how financial pressure has permanently altered the British shopping psyche. According to the findings, 53% of consumers report that periods of financial hardship have fundamentally changed their approach to money management. This has led to a more cautious environment where 85% of shoppers now wait or compare options before committing to a purchase, and 80% would rather abandon a cart altogether than compromise on quality or value.

The data underscores a significant preference for transparency over traditional incentives. Specifically, 89% of respondents stated that clear cost information is more important than rewards when selecting a payment method, while 90% prioritize upfront costs over perks. Control is a central theme; 92% of Brits feel more empowered when they can choose how and when they pay, and 90% are more likely to complete a transaction if their preferred payment method is available.

Technology is also playing a role in this deliberate approach to commerce. Nearly half (46%) of consumers have utilized AI to research or compare products. Within this group, AI is primarily used before the shopper reaches the checkout: 30% use it to find the best price or deal, 27% to research and compare products, and 25% to check reviews before making a final decision.

"The last few years have changed how people shop. Consumers haven’t stopped spending, but they are thinking harder about what represents genuine value and they want payment methods that suit their needs. They are much less willing to accept hidden costs, poor-quality purchases or payment options that leave them uncertain about what they will ultimately pay."

Rich Bayer, CEO at Clearpay.

The companies involved

Clearpay is a major player in the Buy Now, Pay Later (BNPL) sector, operating as the UK arm of the global payments platform Afterpay. Since its entry into the British market, the company has focused on providing interest-free payment installments for retail consumers. Its parent company, Afterpay, has been a pioneer in the BNPL space, facilitating transactions between thousands of global retailers and millions of active customers. In the UK, Clearpay has positioned itself as an alternative to traditional credit, emphasizing a model that avoids interest charges and focuses on consumer budgeting.

The brand has become a staple at the checkouts of major fashion, beauty, and lifestyle retailers. Rich Bayer serves as the EVP, Country Manager and Head of Sales for the U.K. and EU at Afterpay, overseeing the strategic direction of the Clearpay brand within these regions. The company's market presence is defined by its integration into both online and physical retail environments, competing in a crowded fintech landscape that includes other major deferred payment providers and traditional banking institutions.

What FF News has reported before

FF News has tracked Clearpay’s evolution as it navigates shifting consumer sentiment and a changing regulatory landscape. In late 2026, the company made its largest brand investment to date with the launch of the Clearpay Invests Big in Global Brand Platform 'It’s About Time' to Redefine BNPL campaign. This followed high-profile engagement efforts, such as the Louis Theroux Joins Clearpay for Exclusive 'Clearpay Conversations' Event in Mayfair.

On the product and policy front, FF News covered the Clearpay Announces Launch of New Customer-controlled “spend cap” Feature, which aligns with the transparency trends noted in their latest data. Additionally, as the industry faced tighter oversight, Clearpay reported that UK BNPL Regulation Takes Effect: Clearpay Data Shows 77% of Consumers Support New Rules, suggesting a proactive stance toward consumer protection and market stability.

What this means

This shift toward "intentional spending" signals a cooling period for the impulse-driven growth that originally fueled the BNPL boom. As consumers prioritize transparency over rewards, the fintech sector faces pressure to move away from complex loyalty schemes and toward simplified, utility-focused interfaces. The high adoption of AI for pre-purchase research suggests that the point of influence is moving further upstream, away from the checkout and into the discovery phase. For the wider industry, this raises questions about the long-term efficacy of traditional credit cards that rely on perks to mask interest costs. The market is clearly demanding a more forensic level of control over personal cash flow.