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Marketing Brand Purpose Inflation

Freemans the latest brand to offer advice to cash-strapped public


By John Glenday | Reporter

October 10, 2022 | 3 min read

Brands are stepping up their support for people struggling with the cost of living crisis as surging inflation erodes consumer spending power. The digital department store has compiled a handy list of ‘ways to save’ so that people don’t have to go without this Christmas.


Brands enter crisis mode to support cash-strapped consumers

Freemans’ top tips include swapping out power-hungry electrical goods for more efficient alternatives, as well as donning woolly jumpers to keep the cold at bay. If cash is still tight, the retailer helpfully suggests foregoing nights out in favor of budget-friendly gatherings at home, or customers availing themselves of its budget fashion range.

Richard Cristofoli, chief customer officer of Freemans, said: “We have heard customers say they feel under pressure more than ever, so we’ve pulled together hundreds of great value products and money-saving hints and tips to help us all get through these colder months. From energy-efficient electricals and smart swaps you can make around the home, to great value winter fashion you can layer up and wear all season – all of which come with our always-on free delivery and free returns promise, complemented by flexible ways to pay.”

Freemans’ solutions follow the broadcast of a special ad break on Channel 4, in which partner brands Boots, Co-op, Giffgaff, Go Compare, Lidl, Nationwide Building Society and Vodafone shared money-saving advice.

The concerted action follows widespread outrage over suggestions that the UK government would encourage brands to divert marketing resources toward cost-saving initiatives.

Fears of a long cold winter ahead have sent customers into a prepping frenzy, with electric blankets, thermal underwear and air fryers flying off the shelves faster than the last toilet roll during the height of the coronavirus pandemic.

Marketing Brand Purpose Inflation

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