The Selective Spender

The cost of living crisis has not produced a consumer who spends less. It has produced a consumer who spends differently. Total consumer expenditure has remained broadly stable in real terms, but the internal allocation has shifted sharply — away from premium-for-premium's-sake towards value-with-status. A new archetype has emerged: the selective spender. They still go to TikTok for discovery. They still want to feel good about what they buy. But they’ve rewired the relationship between price, quality, and identity. The brands gaining share are the ones who understand this new equation.

Primark: The Selective Spender’s Favourite

Primark's TikTok index of 575× and Google Maps index of 720× define a brand whose audience discovers through social and converts through physical proximity. Its audience is 71.3% aged 18–34 and 69.5% female. The under-18 index of 160 — significantly above panel average — positions Primark as both a Gen Z gateway brand and a household name for the next generation of selective spenders. The Google Search index of 254× signals strong branded intent — consumers who already know they want Primark and are looking for the nearest store.

H&M: Consideration Without Conversion Leakage

H&M’s consideration rate of 80% (index 116) and purchase intent index of 120 mark it as a brand the selective spender has already decided to trust. Its Google Shopping index of 790× is among the highest in the value fashion category — consumers actively searching H&M products by name, size, and collection. The brand’s audience is 65.3% female and 72% aged 18–34. The low YouTube index (0.3) is notable: H&M’s audience is not a video-first audience at the consideration stage, suggesting that search and social — not content — are the dominant pre-purchase surfaces.

Wallet Reallocation: Where the Money Is Moving

The selective spender isn’t cutting total spend — they’re reallocating within categories. Fashion spend is moving from department stores to value-fashion brands, with Primark and H&M capturing share from mid-market casualties. Beauty spend is concentrating in high-value-signal products (a £20 Rhode Lip Tint) rather than full regime spend. Experience spend is protected — selective spenders cut product before experience. The common thread across all reallocation decisions: social validation is the new quality signal. If TikTok approves, the selective spender will buy it regardless of the price tier.

The Brands Winning the Selective Spender

Brands that win in this environment share three characteristics. First, they offer a visible quality-to-price signal — consumers need to be able to justify the choice to themselves and others. Second, they have strong TikTok presence, because the selective spender discovers through short-form video and uses social proof as a substitute for brand trust earned over time. Third, they offer physical or immediate fulfilment — Primark’s Google Maps index of 720× reflects the selective spender’s preference for certainty over waiting.

Frequently Asked Questions

What is a selective spender?

A selective spender is a consumer who maintains their total spend level but reallocates it within and across categories in response to cost of living pressure. They don’t spend less — they spend differently, concentrating spend in categories with high social-signal value and cutting mid-market products in favour of either premium hero items or high-value-for-money alternatives.

Which brands are benefiting from the cost of living crisis?

Value fashion brands with strong social presence are the biggest beneficiaries. Primark (TikTok 575×, Google Maps 720×) and H&M (consideration 80%, Google Shopping 790×) are gaining share from mid-market department stores and aspirational brands that can no longer justify their price premium to a cost-conscious audience.

How has consumer spending changed during the cost of living crisis?

Total spend has remained broadly stable, but the allocation has shifted. Fashion spend is moving from mid-market to value. Beauty spend is concentrating in high-signal hero products. Experience spend is being protected. The selective spender uses social validation — particularly TikTok — as a substitute for brand trust when making value-tier purchases.

Why does Primark have such a high TikTok index?

Primark’s 575× TikTok index reflects its status as a social commerce discovery brand — even without e-commerce. TikTok hauls and Primark finds are a native content format with massive organic reach, particularly among 18–34 and under-18 audiences who see Primark as a brand you discover online and visit in person.

What does H&M’s Google Shopping index tell us about its audience?

H&M’s 790× Google Shopping index means its audience is actively searching for specific H&M products by name or description at nearly 800× the rate of the average consumer. This is a high-intent purchase signal: these consumers have already decided to buy H&M and are looking for the right item, not comparison shopping.