Lauren HewittCra
Lauren HewittCra
15 May, 2025
News

Edinburgh ranks among the UK’s top cities for savers

New research reveals locals are leading the way in financial planning Edinburgh has been named one of the most savings-conscious cities in the UK, according to new research from Pepper Money — with residents searching online for budgeting tips and savings advice at some of the highest rates in the country.

Man sat on a stack of coins

The study, which analysed search terms such as ‘best savings accounts’, ‘how to save money’ and ‘budgeting tips’, found that Edinburgh ranked third nationwide, with 90 savings-related searches per 100,000 people.

The findings suggest that people in the capital are increasingly focused on building financial resilience as the cost-of-living crisis stretches into 2025.

Edinburgh Residents Embracing Smarter Saving

While inflation rose again to 3% in January and household spending remains flat, more people in Edinburgh appear to be taking control of their finances. According to the research, many are adopting proactive strategies, from reducing everyday expenses to exploring new ways to free up income.

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."

Why Are People Saving More in 2025?

Despite signs of recovery in the wider economy, confidence among consumers remains low. According to Pepper Money’s study, 63% of people say they’re still experiencing a drop in disposable income, making it harder to save. In response, financial literacy and smarter saving behaviours are becoming more important than ever.

Pepper Money highlights that those with lower financial literacy can end up £20,000 worse off over time — underlining the importance of access to tools, education, and alternative financial solutions.

UK’s Top 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 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