________________________________________________________________________________________ Purchasing Behavior
THE RISE OF THE HIGH-INTENT INTERNET
Why UK consumers are clicking less but buying more. By Suzanna Chaplin
The headlines look a little like a Covid flashback: Consumers in 2026 are investing in their home life, nailing down their bills and securing their future. Amid economic uncertainty, frivolous spending is out, but home improvement and domestic financial products are booming. We’ re staying in and cocooning, planning for the long term, and shopping with intent.
These insights have a feeling of 2020 about them, but they come straight from our collective fingertips, based on analysis of 67 million email marketing messages from recent campaigns we have run. Across a mix of verticals, these generated over 215,000 consumer clicks and 18,000 qualified leads- not to mention sales or other actions.
This is pure first-party data that captures people in action: requesting a quote for a kitchen, car finance or a new boiler; intentionally subscribing to a mailing list or database while considering new windows, life insurance or a private health policy.
The picture shows how UK purchasing behavior is reverting to patterns familiar from the lockdown years, as we batten down the hatches and shift our discretionary spend towards sorting our lives out, rather than high-street shopping or nights out. As we invest in our homes and focus on reducing our bills, sectors such as home improvement, finance and insurance have become a new goldmine of high-value leads.
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