Croix, October 1st, 2025
Facing Economic Uncertainty, French Consumers Adopt More Strategic Spending Habits
A new study conducted by CSA for Oney, carried out from August 12 to 14, 2025, with a representative sample of 1,010 French adults aged 18 and over, reveals a transformation in French consumer behavior marked by increased caution and differentiated approaches depending on age and socio-professional categories.
While prudence prevails—with 86% intending to be thrifty, patient, and cautious—strategies vary significantly across generations. Older generations tend to favor restriction, while younger consumers are turning more toward anticipation and the use of flexible payment solutions, such as interest-free installment payments (3 or 4 times), to manage their budgets.
AGE: A KEY FACTOR IN FRENCH CONSUMER BEHAVIOR
While most French people plan to change their consumption habits over the next three months, trends fluctuate between restriction and anticipation. The study shows that purchasing behaviors vary by age and choice criteria:
- Older generations (49 and over) are more likely to restrict their purchases (36%) by the end of the year.
- Younger consumers (under 35) are more inclined to anticipate their purchases (24%) to secure better prices.
Price (78%) remains the primary criterion guiding French consumers’ decisions, especially for those aged 25-34 (50%). It is closely followed by product quality (61%), a particularly crucial factor for those over 35 (65%).
There is also a slight decline in the desire to be opportunistic (taking advantage of promotions), which has dropped by 4 percentage points compared to August 2024 (28% vs. 32%). Eco-responsible behavior continues to decline since 2022 (18% in 2025 vs. 23% in 2022), giving way to price considerations.
INSTALLMENT PAYMENTS: A TOOL FOR YOUNG CONSUMERS RESHAPING SPENDING BY SECTOR
As part of this trend toward anticipation and budget optimization, flexible payment solutions are gaining ground, particularly among younger consumers: 21% of French people plan to use installment payments (3 or 4 times) or consumer credit for at least one purchase. This trend is especially pronounced among 18-24-year-olds, with 43% considering these installment payment options, compared to 12% of 50-64-year-olds and 16% of those 65 and older.
These new consumption habits vary by sector:
- Luxury (67%), jewelry (64%), and furniture/decor (53%) are the sectors most affected by spending restrictions.
- Wellness, hygiene, cosmetics (70%), auto repair (64%), and culture (59%) are considered essential or priority sectors, and French consumers aim to maintain their spending levels in these areas.
- For travel and tourism, while French consumers are divided between anticipation and restriction, 6% are considering installment payments—a significant figure compared to sectors like DIY (2%) or clothing (3%), where few French consumers are considering installment payments.
SHIFTING PURCHASING STRATEGIES REDEFINE DISTRIBUTION CHANNELS
The adaptation of purchasing behaviors, particularly budget optimization and the use of installment payments, also directly impacts the distribution channels preferred by French consumers. The study identifies three main purchasing spaces:
- Online sales platforms (49%), such as Amazon, lead consumer preferences, especially among 25-34-year-olds (57%). The dominance of e-commerce aligns with the rise of installment payments, which are favored by this age group.
- Shopping malls (42%) and large retail stores in city centers or near homes (40%) remain attractive, particularly for those over 65 (50%), who likely value the in-store experience and proximity.
In practice, these preferences are confirmed, with some nuances: online platforms remain the top choice, where 51% of French consumers actually make their purchases. Shopping malls (47%) and large retailers (38%) follow closely.
Conversely, small city-center shops struggle to fit into these new purchasing strategies. High prices (44%) and parking difficulties (34%) are the main barriers to their frequentation. This situation highlights the challenge for these businesses to adapt to consumer expectations, which—faced with economic uncertainty—now prioritize price, payment flexibility, and convenience.
About Oney
Oney is a different, unique bank, born from commerce. A partner in the transformation of commerce for over 40 years, Oney designs payment, consumer financing, insurance, and fraud prevention solutions. Creator of installment payment in 2008, Oney is the leader in the BNPL (Buy Now Pay Later) market in France. Strategic ally of more than 37,000 merchants, Oney supports the purchases and projects of nearly 7 million customers in Europe by offering digital, simple, and fast shopping experiences. Every day, our 1900 talents, in 10 countries, drive the ambition to be a more human and responsible bank, a major player in consumer financing in commerce in Europe.
With the support of its two shareholders, BPCE (50.1%) and ELO (formerly Auchan Holding at 49.9%), Oney combines the best of banking and commerce. Within the BPCE Group, Oney operates within BPCE Digital & Payments, a hub for payment, digital, and data expertise.
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