Northern Ireland consumers are entering 2026 with careful optimism and a renewed focus on making smart spending decisions, according to ‘State of the Nation 2’, new research released by Global in Northern Ireland.

While the cost-of-living squeeze continues to shape day-to-day behaviour, the findings show that people are still spending, still planning ahead and still looking for value from brands, making effective advertising more important than ever.

80% of people in NI have cut back their spending yet 78% have also increased spending in at least one area.

This balancing act highlights a shift from reactive budgeting to intentional consumer decision-making. People are sacrificing less important purchases so they can continue to enjoy the things that matter most.

Value-seeking behaviour on the rise

The survey reveals a rise in the number of consumers adopting money-saving tactics such as switching utilities, comparing prices online, and trading down brands with more than half saying they’ve done this in the past year. However, essentials and some treat categories remain protected.

Consumers are more selective, not less engaged and for advertisers, this unlocks opportunities to influence brand choice, reinforce value, and stay top-of-mind at the exact moment consumers are comparing options.

 

The growing influence of the ‘Squeezed’ consumer

The financially “Squeezed” consumer segment have money coming in, ambitions for the year ahead, and are actively persuadable. Deals, rewards and value-led propositions resonate strongly with this group, particularly when delivered in moments of high attention like city-centre shopping and leisure environments.

 

Trust matters and outdoor advertising continues to deliver

At a time when trust in many channels is declining, State of the Nation 2 shows that trust in outdoor advertising remains strong and steady, with 66% saying they trust advertising in public spaces (up slightly from earlier this year).

Outdoor advertising is also viewed as highly suitable for useful, positive messaging:

  • Over 75% say it’s ideal for public information
  • Over 75% say it’s ideal for deals and offers
  • Over 50% see it as a trusted channel for inspiring life moments and future plans

Outdoor advertising is visible, trusted and unobtrusive and the perfect match for value-seeking consumers who are tired of more intrusive methods.

 

A year of cautious optimism

The emotional story behind the research reflects a population that’s more tired and more considered but still hopeful and forward-looking.

People are continuing to plan holidays, home improvements, and special occasions, even if they’re adjusting how they get there.

Consumers haven’t stopped dreaming, they’re just choosing carefully and this presents a clear opportunity for brands. Those who remain visible and helpful will be the ones consumers choose when optimism rises again.

 

For more information visit our dedicated State of the Nation 2 page, or to view the full results, contact your Global Account Manager.