News | 29 Sep 2022

‘Buy back Brits’ now making savvier shopping decisions, Vodafone research finds

Savvy shoppers now more likely to make purchases if they’ll see a return on their investment.

  • New study reveals that nearly half of Brits think more about the future value of goods since the cost-of-living crisis.
  • Vodafone offers customers the chance to cut the cost of the latest tech and guarantee savings on upgrades through its new ‘Phone Buy-Back Guarantee’ offer, available exclusively for the new iPhone 14.
  • Personal Finance Expert, Mrs Mummypenny shares the benefits of financial forward planning and top money saving tips to help during the cost-of-living crisis.

As the cost-of-living crisis continues, new research reveals we’ve become a nation of ‘buy back’ Brits, with almost two thirds (62%) now more likely to purchase a high-value item if they know they’ll be able to sell it on the following year.

Since the crisis set in, over four-in-10 (45%) consider the future value of goods and how they can be used to help fund purchases later down the line, the research by Vodafone found.

In a bid to make their money go further, 62% try to make savvy savings decisions in advance.

The study also found 52% have become more creative when thinking of ways to get more bang for their buck, including re-selling items they no longer need or use (24%) and renegotiating existing contracts upon renewals (23%).

When it comes to purchasing tech, six-in-10 (60%) regularly look for the best deals and value when buying the latest high-value devices.

What’s more, before committing to buying a new smartphone, over two-fifths (45%) will look for the best deals and value, and over half (56%) will consider the future resale or trade in value before committing to a purchase.

The new research was commissioned by Vodafone to highlight its new Phone Buy-Back Guarantee offer, which gives customers the chance to sell their iPhone 14 back for a guaranteed price next year (up to £871*) – reducing the cost of the new device and helping customers upgrade earlier.

Vodafone launches the UK’s only Phone Buy-Back Guarantee on Vodafone EVO with the new iPhone 14 series

Customers could save up to £871 when upgrading to a new iPhone next year – dependent on the model they trade in.

Max Taylor, Vodafone’s UK Consumer Director, said: “Our Phone Buy-Back Guarantee allows our customers to get the latest iPhone, safe in the knowledge that should they want to sell it at a later date, we will buy it back for a guaranteed price.”

Mrs Mummypenny, Personal Finance Expert, said: “With more people than ever affected by rising prices, it’s important to look to the future and consider how you can make your money go further.

“Consumers should interrogate the purchases they make today to see how it can benefit them tomorrow. Investment can help people not only save money in the long run but also help fund future purchases.

“That’s why I am thrilled that Vodafone has launched its Buy-Back Guarantee on the iPhone 14 to help its customers save money on future iPhone devices by selling back their device for a guaranteed price.

“It’s the perfect win-win situation where customers can still access the latest tech but not break the bank.”

Mrs Mummypenny’s top tips

  1. Keep an eye out for sales and deals: give your future self a helping hand by forward planning and purchasing essential items, Christmas and birthday presents when they are on sale to help save on costs.
  2. Only purchase what you need: before making a purchase, ask yourself, “Do I really need this?” This will help to put spending into perspective and ensure you aren’t spending money unnecessarily.
  3. Utilise Vodafone’s Buy Back Guarantee: to ensure you don’t have to compromise on having the latest tech, utilise Vodafone’s Buy Back Guarantee on the iPhone 14, safe in the knowledge that you can sell it back for a guaranteed price!
  4. Explore comparison websites: comparison websites can be a great way to compare costs of fuel, travel, bills, and other utilities – and can potentially help save hundreds of pounds if you switch provider.
  5. Check if you are eligible for help: there are several benefits and organisations available that can help to offset the cost of paying for bills and rent, food, healthcare, travel, pets, and childcare. Contact your local council to find out if you are eligible for extra government support.

– Ends –

Notes to editors

Independent market research agency One Poll conducted the survey among 2,000 adults in the UK. The research took place between 16–21 September 2022. One Poll is a member organisation of the Market Research Society and abides by all codes of practice.

Vodafone is the only UK network to offer a Phone Buy-Back Guarantee – a new offering, giving customers the chance to sell their iPhone 14 back to Vodafone for a guaranteed price next year (up to £871 depending on the model) – helping them upgrade earlier.

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About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit:

Vodafone UK Media Relations

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Twitter: @VodafoneUKNews


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Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

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