Lauren HewittCra
Lauren HewittCra
4 days ago
News

Bristol crowned the UK’s top city for savers

As the cost-of-living crisis persists into 2025, more people across the UK are turning to savings strategies and financial advice to secure their futures. New research from Pepper Money reveals that Bristol is the UK’s leading city for savers, topping the list with the highest volume of online searches for savings-related terms such as ‘best savings accounts,’ ‘how to save money,’ and ‘budgeting tips.’

A man sat on a stack of coins

Using search data indexed against population size, Pepper Money identified the top cities where residents are most focused on building financial resilience.

Why Are Brits Prioritising Saving in 2025?

In 2025, Brits are prioritising savings amid fresh fears of economic instability, driven by inflation climbing back to 3% in January, the highest rate since early last year. Despite forecasts of stronger economic growth, households remain cautious, with consumer spending flatlining. Two-thirds (63%) said they’re continuing to see a decrease in disposable income, making it increasingly harder to save.

The UK’s Top Cities for Savers

According to the research, Bristol residents lead the nation with 118 searches per 100,000 people for savings advice and financial planning tools, signalling a proactive approach to managing personal finances.

Top 5 Cities for Savers:

  1. Bristol – 118 searches per 100k
  2. Norwich – 97 searches per 100k
  3. Edinburgh – 90 searches per 100k
  4. Newcastle – 89 searches per 100k
  5. Birmingham – 84 searches per 100k

(Full list available below.)

The Rise of Financial Literacy and Smart Saving Strategies

With budgets stretched tighter than ever, households are increasingly looking beyond simply cutting everyday expenses. Instead, many are adopting practical financial strategies to free up more disposable income and improve their savings potential. By understanding and implementing these solutions, households across the UK can not only overcome short-term financial challenges but also secure stronger financial futures. 

Here are some actionable ways UK households can enhance 

their financial well-being and increase savings in 2025: 

  • Debt consolidation to reduce monthly repayments
  • Accessing home equity through second-charge loans
  • Energy-efficient home improvements to lower household bills
  • Moving away from expensive short-term credit

According to Pepper Money’s research, financial literacy is playing a key role: low financial literacy can leave individuals up to £20,000 worse off over time, with millions still struggling to build even basic savings.

Ryan McGrath, Director of Secured Loans at Pepper Money, comments,

“Our research highlights how saving and financial planning remain priorities for many individuals across the UK. People are becoming more proactive, not only reassessing their everyday spending but also exploring structured strategies to build stronger financial futures.”
“With rising costs prompting a shift in behaviour, more people are embracing energy efficiency, second-hand shopping, and debt consolidation to free up disposable income and boost savings."

Full Ranking – UK’s Top 40 Cities for Savers:

Rank  City  Total Search vol per 100k 
1  Bristol  118 
2  Norwich  97 
3  Edinburgh  90 
4  Newcastle  89 
5  Birmingham  84 
6  Huddersfield  78 
7  Swindon  76 
8  Plymouth  76 
9  London  69 
10  Reading  69 
11  Ipswich  66 
12  Glasgow  65 
13  Coventry  61 
14  Southend on Sea  60 
15  Leeds  59 
16  Milton Keynes  59 
17  Swansea  57 
18  Peterborough  55 
19  Gloucester  54 
20  Belfast  51 
21  Poole  50 
22  Bolton  49 
23  Dundee  48 
24  Portsmouth  47 
25  Exeter  46 
26  Sheffield  45 
27  Oxford  43 
28  York  41 
29  Cardiff  39 
30  Kingston upon Hull  38 
31  Aberdeen  38 
32  Leicester  36 
33  Derby  35 
34  Liverpool  35 
35  Cambridge  33 
36  Carlisle  28 
37  Durham  27 
38  Northampton  20 
39  Nottingham  18 
40  Manchester  18