A study by greetings card marketplace Thortful found that bulk buying has surged over the past five years – since Brits started stockpiling during Covid lockdowns.
Researchers from the site surveyed Brits to find out why they were buying in bulk. Ranking highest on the list was saving money on food and drink, with almost a third (30%) choosing this as the main reason they bulk buy. In 2025, food prices rose 3.7% year-on-year in June, the fastest increase since March 2024, translating to roughly £3-4 extra per £100 spent.
Saving money is also a core element, with 21% saving up to £25 per month and 13% saving up to £50 per month. Almost one in 10 (9%) survey respondents said they save up to £100 per month by bulk buying.
Almost a quarter (23%) claimed organisation was the best advantage of bulk buying, with 16% saying they are prepared for any occasion, such as birthdays, parties, anniversaries and more.
Who are the people bulk buying in 2025?
Families, especially those with children, are more likely to buy in bulk. This is primarily due to the higher consumption rates and the need to manage household budgets effectively.
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However, Thortful found the biggest shift recently in bulk buying is from millennial shoppers. Now that millennials are beginning to start families, there are more people in their 30s concerned about the cost of living, and they are now seeking out savings through bulk buying or wholesale club savings.
The trend has also filtered down to Gen Z. In 2024, a study revealed that 55% of Gen Z consumers said saving money is their main reason for buying in bulk. TikTok videos show aesthetically pleasing “restocking hauls” and there are more than 15,200 posts under the hashtag #bulkbuying.
A Thortful spokesperson said: “With inflation at the forefront of people’s mind, shoppers are prioritising values and convenience. There is also a growing demand for bulk buying from eco-friendly consumers. For a lot of people, it’s not just about saving money, it’s about being prepared and purchasing with purpose.”
