As winter approaches, British consumers are responding to the energy crisis in a distinctive way—not through lavish spending, but through careful preparation. With soaring energy bills looming like a sword of Damocles, shopping habits across the UK have undergone significant changes. Retail data shows surging demand for thermal underwear, electric blankets, and energy-efficient appliances, reflecting deep public anxiety about the economic outlook.
Energy-Saving Products in High Demand
The British Retail Consortium (BRC) reports that consumers are actively purchasing blankets, candles, and air fryers to reduce household energy costs. This trend is confirmed by Kantar's analysis, which found sales of energy-efficient cooking appliances—including slow cookers, air fryers, and sandwich makers—jumped 53% year-on-year in the four weeks ending September 4. The data clearly indicates consumers are proactively seeking ways to cut energy consumption.
Department store chain John Lewis observed similar patterns, with demand for duvets and electric blankets up 8% and candle sales rising 9% in October. The retailer also noted increased purchases of thermal undergarments, gloves, and dressing gowns as households look to stay warm without turning up the heating. These patterns paint a picture of British consumers tightening their belts.
Retail Sales Decline Amid Inflation Pressure
Despite booming sales of winter essentials and energy-saving products, overall UK retail figures show decline. A joint BRC-KPMG report revealed September retail sales grew 2.2%, up from August's 1% growth. However, this nominal increase occurred against 9.9% inflation—near a 40-year high—meaning actual sales volumes dropped significantly as purchasing power eroded.
The inflation crisis, beginning in mid-2021 due to supply chain disruptions and post-Brexit trade complications, has particularly impacted energy prices. Though inflation slightly eased to 9.9% in August from July's 10.1% peak, the Bank of England expects October's inflation to approach 11%.
Government Measures Fall Short
The UK government has pledged approximately $105 billion to subsidize household and business energy costs over six months. Yet even with state support, average families now pay double last year's rates for heating and electricity, creating severe financial strain.
A Barclaycard survey (September 23-26) found 90% of UK residents worry about energy bills, with over half planning to cut discretionary spending this winter. BRC CEO Helen Dickinson noted: "As confidence keeps falling, people are avoiding big-ticket purchases like electronics and furniture. Instead, we're seeing strong sales of blankets, warm clothing, and energy-efficient appliances as households prepare."
Grocery Inflation Hits Record High
Food sales grew 4.6% year-on-year in the three months to September, while non-food sales dipped 0.4%—though clothing helped September figures. Alarmingly, grocery inflation reached 13.9% in September, a new record that intensifies the cost-of-living crisis.
KPMG UK Retail Lead Paul Martin observed: "Apparel became retailers' lifeline, with back-to-school demand lifting children's footwear sales over 15%. September also saw strong household appliance sales as consumers seek energy-efficient kitchenware. This winter will challenge both retailers and consumers, with supply chain costs, weak sterling, rising interest rates, and labor market pressures making price reductions difficult."
The defensive consumption patterns—prioritizing essentials over discretionary spending—highlight how deeply energy costs and inflation are reshaping British household economics. Both retailers and consumers face a difficult winter ahead.