It may have once satirised branded content – “oh, awesome, a sponsored post by a snack food company on my favorite media website” – but with the creation of an in-house advertising agency, The Onion will now cater to marketers with native videos and articles. Why would any brand pay to be ridiculed?

Lidl’s newest campaign gives people the power to price their own Christmas foods, with the brand lowering an item’s cost the more people tweet about it. The supermarket is provoking online conversation before bowing out, making itself a topic in the Twitter frenzy, rather than a voice.

With half of the UK population now passing through the doors of discount retailers and their sales showing double digit year-on-year growth, there’s certainly an appetite for discounted goods. But what’s behind this shift? And how is it affecting the UK’s retail landscape?

With the pound’s value weaker now than it was at the peak of the financial crisis in 2009, money woes are hitting hearts just as hard as wallets, causing 72% of Brits to pinch pennies. Canvas8 sat down with 20 men and women from across the UK to find out what they cut back on when money’s tight.