iD Mobile cuts through the cost-saving trend

Mobile provider iD Mobile, in collaboration with agency Trouble Maker, has introduced a campaign based on research indicating a rise in Brits opting for DIY haircuts to cut costs in 2026.

Thrifty Brits say they’ll save over £2,000 this year by sticking to money-saving New Year’s resolutions, but many admit they’re unlikely to keep them going past the end of January.

New research from iD Mobile suggests that, on average, UK adults expect to save more than £2,000 in 2026 by tightening their belts and taking a tougher line on day‑to‑day spending.

The survey of 2,000 people finds that the most common resolutions include cutting back on meals out (35%), ordering fewer takeaways (28%) and swapping premium brands for cheaper alternatives (21%).

One in five say they will bring more homemade lunches into work to save money, while 17% intend to buy more second‑hand clothes instead of shopping ‘new’.

Some respondents are planning more unusual – and occasionally extreme – tactics to reduce outgoings, from exercising with household items (17%) to cutting their own hair (10%).

Almost half (49%) say their main motivation is greater financial security, and 40% report that rising everyday costs have forced them to rethink how and where they spend.

A third (33%) are hoping that the money they save will ultimately go towards a holiday.

All images courtesy of PINPEP

iD weighs in

The research also underlines how hard it is to make new habits stick. Having a clear New Year’s resolution leaves 31% feeling more motivated, 26% feeling more positive and 21% more optimistic about their finances.

Almost three‑quarters (72%) say their money does not stretch as far as it did this time last year, and 45% feel under more pressure to save than in previous years.

A quarter (26%) believe they are currently overpaying on their mobile phone bill, and 47% are considering switching to a better deal in the New Year.

An iD Mobile spokesperson said: “Setting clear financial goals at the start of the year can help turn good intentions into longer‑term habits. Reviewing household bills can feel daunting, but it’s often where some of the quickest and easiest savings can be found – and by switching to better‑value mobile networks, people could save hundreds of pounds a year on their phone bill alone.”