Black Friday is no longer just a one-day shopping event; Amazon started its sales ten days before November 25th. And while drawn-out discounts might have meant less of a peak on the day itself, thanks to uncertainty about price hikes next year, 2016 was a bumper year, both on and offline.

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.

Aldi and Lidl have done it to groceries, Tiger has done it to homeware. And now Pep&Co has unleashed the discount model on clothing. Founded by former Asda CEO Andy Bond, it’s on a mission to help families spend less on their clothing. Can it become a mainstay on the UK’s high streets?

It’s been years since the UK economy was last in a recession, but throughout such financial uncertainty, many shifted their spending habits to be more careful with their cash. While the downturn has long been over, recent research shows that shoppers are spending like it never ended.