Almost half of UK shoppers are willing to pay a significant markup for convenience in local shops, underlining both the strength of the sector and the pressure it faces to justify pricing and quality.
Research commissioned by Two Wombats found that 49 per cent of consumers knowingly pay extra when purchasing everyday items such as snacks, alcohol and nicotine pouches in convenience stores.
The study, based on a survey of 2,000 UK adults conducted by OnePoll, highlights a nationwide “markup gap”, with shoppers paying an average £5.04 premium per visit to save time.
However, the data points to stark regional and generational differences in how that premium is felt.
Londoners pay the highest price for convenience, with average markups reaching £5.83 per shop, significantly ahead of regions such as Yorkshire (£4.62) and Scotland (£4.46). The findings reinforce the capital’s status as the most expensive location for top-up shopping missions.
Average Markup by Region:
- London: £5.83
- Northern Ireland: £5.63
- North West: £5.37
- West Midlands: £5.26
- North East: £5.06
- East of England: £5.04
- Wales: £4.84
- East Midlands: £4.77
- Yorkshire and the Humber: £4.62
- Scotland: £4.46
- South West: £4.46
- South East: £4.40
Age also plays a major role. Gen Z shoppers (18–24) are the most likely to absorb higher costs, paying an average £6.08 extra per visit – almost double the £3.23 paid by over-65s.
Average Markup by Age Group:
- Gen Z (18–24): £6.08
- Younger Millennials (25–34): £5.72
- Millennials (35–44): £5.08
- Gen X (45–54): £4.81
- Boomers (55–64): £3.98
- 65+: £3.23
The report suggests younger shoppers are more driven by immediacy and impulse purchasing, while older consumers remain more price-conscious.
“We are seeing a clear divide in how different generations value their time versus their money,” commented Cormac Folan, CEO of Two Wombats. “For younger consumers, the ‘Convenience Tax’ is a price worth paying. They aren’t looking for a bargain; they are looking for an immediate solution to a want or desire. For the older generation, the psychological barrier of paying more than the RRP remains a significant deterrent.”
Alongside pricing, the research raises concerns around store standards, with 49 per cent of respondents saying they have purchased out-of-date products from a convenience shop. The finding points to ongoing challenges around stock rotation and quality control in smaller retail formats.