THE FREE TRIAL ECONOMY: How Brits Are Using Online Shopping Hacks to Keep Their Netflix Subscriptions

Brits are true Netflix lovers, and many are willing to bend the rules to save a few quid each month.

A new study of 2,000 UK adults reveals the emergence of a growing “free trial economy”, where consumers are using loopholes, fake accounts and endless introductory offers to hold onto digital services they now consider essential.

In fact, one in three Brits admit they have signed up for a free trial with absolutely no intention of ever becoming a paying customer.

Streaming services have officially become Britain’s most protected small luxury, ranking above takeaway coffee, pints and even nicotine products.

As monthly subscriptions continue to pile up alongside rising living costs, consumers are becoming far more strategic about how they spend online These findings suggest that in the era of rising monthly costs, Brits are increasingly treating online shopping like a game, and many are determined to beat the system.

When asked which small luxury they would be most upset to give up, streaming services ranked comfortably ahead of every other category.

33% of Brits said streaming subscriptions were the hardest thing to give up.

That placed streaming far ahead of:

• Takeaway coffees (16%)
• Friday pints (11%)
• Vapes and nicotine pouches (8%)

The findings suggest streaming is no longer viewed as an occasional indulgence. For many consumers, it has become part of everyday life.

The attachment to streaming is especially strong among younger adults.

• 44% of 35–44 year olds ranked streaming as their most important luxury.
• 41% of 25–34 year olds said the same.

By comparison, only 21% of over-65s viewed streaming services as essential.

The findings suggest subscription entertainment is no longer viewed as an occasional indulgence, but as a core part of modern everyday life.

As subscription costs continue to climb, many consumers appear to be fighting back by exploiting the system by using various ecommerce hacks.

• 34% of Brits admit they have signed up for a free trial with no intention of ever paying.

But the tactics do not stop there.

• 32% have opened a new account to qualify for a “new customer” offer
• 31% intentionally leave items in online baskets hoping for discount codes
• 14% have created fake email addresses to unlock discounts
• 5% have even used fake student IDs or discount cards

Rather than cutting subscriptions completely, many consumers appear to be rotating between offers, creating fake emails and hunting loopholes to maintain the lowest possible cost.

This shows that consumers are no longer passive subscribers, they are actively trying to outsmart the subscription economy. And it's easy to see why. With just two standard subscriptions costing easily £250 a year, Brits are looking for smarter ways to cut costs without giving up the services they enjoy.

The strongest “subscription survival” behaviours are concentrated among younger consumers. And for the young generations who are raised on subscriptions, paying full price increasingly feels optional.

• 44% of 35–44 year olds admit to exploiting free trials.
• 42% of 25–34 year olds say they have done the same.
• 41% of Gen Z consumers also admit to using free trials without intending to pay. 

Younger consumers are also far more likely to manipulate online offers

• 40% of 35–44 year olds have opened new accounts for discounts
• 37% deliberately leave online baskets to trigger promotional emails
• 23% of Gen Z have created fake email addresses for discount codes

Meanwhile, older consumers appear far less interested in “gaming the system.”

Among over 65s:

• only 20% admitted exploiting free trials
• just 5% created fake email addresses
• 41% said they had done none of the listed behaviours at all

The findings reveal a sharp generational divide in attitudes toward digital spending, where younger consumers increasingly see “gaming the system” as normal online behaviour.

The rise of streaming services, food delivery apps, subscription retail, and monthly memberships has transformed how people spend online. 

But as consumers become overwhelmed by recurring monthly charges and general cost of living rises, many appear to use shady ecommerce strategies to get discounts online. 

Rather than cancelling services entirely, consumers are:

• rotating subscriptions
• chasing introductory offers
• creating secondary accounts
• delaying purchases until discounts appear

As the cost of living continues to rise, more shoppers are looking for smarter ways to save money online without sacrificing the things they enjoy. From hidden discount codes to clever timing tricks, there are plenty of legitimate ways to cut costs and avoid paying full price.

Here are some of the most effective online shopping hacks Brits are using right now:

This is one of the easiest and most effective ways to unlock personalised discounts from major retailers.

How it works:
Log into your account, add your chosen items to your basket, then leave the website without completing the purchase.

The result:
Many brands, including ASOS, H&M, Nike and other major retailers, will send a follow-up email within 24–48 hours offering a discount code, free shipping, or another incentive to encourage you to complete your order.

Typical savings: Usually around 10–15% off.

Wombat Tip: This only works if you’re signed into your account, otherwise the retailer has no way of contacting you.

Let technology do the bargain hunting for you.

Browser extensions and price tracking tools can automatically search for working discount codes, compare prices, and alert you when products drop in value.

Popular tools include:

• Honey and Pouch – Automatically test available promo codes at checkout in seconds.
• CamelCamelCamel – Tracks Amazon price history so you can see whether a “limited-time deal” is actually worth buying.

Why it matters:
Some products temporarily increase in price before sales events, making discounts appear bigger than they really are. Price trackers help you avoid fake bargains.

A quick search before checkout can often save you more than you’d expect.

Many retailers regularly offer:

• Student discounts
• First-order offers
• Free delivery codes
• Seasonal promotions

Timing your purchases can also make a major difference.

The Monday Rule
Retailers often update pricing and launch new promotions on Monday mornings after a busy weekend of sales activity. This can be a great time to find fresh discounts or reduced “New In” items.

Mid-Season Sales
While everyone focuses on Black Friday and Boxing Day, some of the best bargains actually appear during quieter periods like:

• April mid-season sales
• October clearance events
• End-of-season stock rotations

Live Chat Negotiation
If something is slightly outside your budget, try contacting customer support through live chat.

A simple message like:
“I’m ready to place an order today — do you currently have any discount codes or free shipping offers available?”

…works surprisingly often.

Instead of paying for multiple streaming services every month, many consumers are now rotating subscriptions to avoid unnecessary spending.

The strategy:

1. Subscribe to one platform.
2. Watch everything on your list.
3. Cancel before renewal
4. Move to the next service.

This approach works well for platforms like Netflix, Disney+, NOW TV, Spotify and other subscription-based services.

Wombat Wisdom
Most platforms allow you to cancel immediately after subscribing while still keeping access for the full billing period — helping you avoid forgotten auto-renewals.

Almost every major UK retailer offers a first-time subscriber discount, often between 10–20% off.

The smart approach:
Create a dedicated “shopping” email address purely for newsletters and discount codes.

This helps you:

• Keep your main inbox clutter-free
• Store all offers in one searchable place
• Avoid missing time-sensitive promo codes

It’s one of the easiest long-term ways to save money across multiple retailers.

As Brits become increasingly savvy about subscriptions, discounts and online spending, the same mindset is starting to influence how people shop for everyday products too.

At Two Wombats, we know consumers are looking for smarter ways to save without overpaying online. That’s why, alongside some of the most competitive nicotine pouch prices on the market, we also offer extra ways for customers to cut costs even further.

Shoppers can save through:

• loyalty rewards programmes
• refer-a-friend discounts
• multi-buy bundle deals
• regular sitewide promotions

The rise of Britain’s “free trial economy” shows just how much consumer behaviour has changed in the age of subscriptions.

Streaming services are no longer viewed as occasional luxuries, for many people, they have become everyday essentials they would hate to give up.

As monthly bills continue to stack up, consumers are becoming increasingly strategic about how they spend online. Consumers are becoming smarter, savvier and more strategic about how they spend online.

While some tactics sit firmly in the grey area, the wider trend highlights a growing frustration with endless recurring payments and rising digital costs. Rather than cutting back completely, many Brits are simply learning how to play the ecommerce game more effectively.

Whether it’s using price trackers, timing purchases strategically, or making the most of legitimate discounts, one thing is clear: modern consumers are becoming smarter, savvier, and far less willing to pay full price online.