Brits are increasingly spending more on durable, investment pieces in a move away from impulse buying that is shaking up retail.

New research commissioned by Affirm, the payments network, reveals that 7 in 10 (70%) UK adults consider ‘cost-per-wear’ when shopping, while almost half (44%) say they plan purchases carefully to avoid impulse buying. 

Younger shoppers are leading the charge. Nearly 4 in 5 (79%) 25-34 year olds consider the cost per wear when buying clothes, and over a third (36%) prioritise quality of materials and craftsmanship ahead of the upfront cost.

The rise of the investment wardrobe

The ability to pay over time for forever fashion pieces is influencing buying decisions. Almost 1 in 5 (19%) Brits use flexible payment options to plan higher-value purchases, rising to almost a third (27%) among 25-34 year olds.  

Meanwhile, 40% of consumers also say they are willing to shop around depending on the payment options available at checkout, turning flexible payments into a competitive differentiator for retailers.

With UK Finance data showing that fashion accounts for 46% of purchases through BNPL products, the category remains one of the biggest drivers of the UK’s flexible payments market. 

Flexible payments shape brand loyalty  

As consumers take a more strategic approach to their wardrobes, retailers that respond to this shift stand to benefit. A quarter (25%) of consumers perceive brands offering flexible payment options as ‘more convenient’, and 23% say they would be more likely to shop with them again. 

Younger shoppers feel this most strongly: almost a third (30%) of 25-34 year olds say they would be more likely to shop again with a brand that offers flexible payment options, while 22% say a lack of choice at checkout would negatively affect their perception of a brand.

Ruth Spratt, UK Country Manager at Affirm, said: “We’re seeing a real shift in how people think about fashion. Instead of chasing trends, UK shoppers are increasingly focusing more on cost-per-wear, sustainability and long-term value, not just the price on a label. As people continue to move towards forever fashion, flexible and transparent payment options can give consumers the confidence to invest in pieces they truly love, while staying in control of their finances.”

Affirm enables customers to spread the cost of their purchases over time, with no late fees or hidden charges. 478,000 merchants across the globe partner with Affirm to offer the flexible payment options shoppers increasingly expect. Fashion and beauty purchases on Affirm’s network grew 34% year-over-year as of the quarter ended December 31, 2025.