A new wave of social media-inspired saving habits is taking hold among young people in the UK, with a focus on financial security and disciplined budgeting. According to fresh research, these digital trends are reshaping how a generation approaches their personal finances.
The Rise of Social Media Savings Culture
Nearly two-thirds (62%) of adults aged 25 to 34 state they would consider following savings trends popularised on platforms like TikTok and Instagram. The phenomenon, conducted in December 2025 by Censuswide among over 2,000 UK respondents, highlights a significant shift towards communal, challenge-based finance management.
Leading the charge is 'revenge saving', a practice where individuals aggressively increase the amount of money they set aside to build a stronger financial buffer. This often acts as a direct response to periods of previous overspending, serving as a corrective measure. Alongside this, 'no-spend' periods and the envelope challenge are gaining traction. The latter involves physically allocating cash into labelled envelopes to systematically grow an emergency fund over several days, while no-spend challenges encourage abstaining from all non-essential purchases for set times, like one day a week.
Ambitious Goals and a Gender Savings Gap
The research, published by Nationwide Building Society, reveals not only changing methods but also substantial savings ambitions for the coming year. Across all age groups, a noticeable disparity exists: men aim to save an average of £9,360 in 2026, whereas women are targeting £5,826.
However, younger adults are the most ambitious cohort. Those aged 25 to 34 hope to put away a striking average of £14,912 next year. When it comes to inspiration, people most frequently credited their partner as being the best at saving, closely followed by their mother.
Motivations and Expert Advice for Savers
The primary drivers for building savings in 2026 are clear. Topping the list are desires to establish a robust emergency fund, fund holidays, and prepare for retirement. This indicates a blend of short-term enjoyment and long-term security planning.
Richard Stocker, Head of Savings at Nationwide, emphasises the importance of consistency. "Starting early and saving regularly is key to building a lasting savings habit," he advised. He also pointed to practical tools that can aid the process, including online budget calculators and taking advantage of bank account switching offers.
The building society additionally urges savers to conduct thorough research and verify that their financial information comes from trusted, reliable sources before embarking on any new savings strategy.
