Edinburgh ranks among the UK’s top cities for savers

The study, which analysed search terms such as ‘best savings accounts’, ‘how to save money’ and ‘budgeting tips’, found that Edinburgh ranked third nationwide, with 90 savings-related searches per 100,000 people.

The findings suggest that people in the capital are increasingly focused on building financial resilience as the cost-of-living crisis stretches into 2025.

Edinburgh Residents Embracing Smarter Saving

Man sat on a stack of coins

While inflation rose again to 3% in January and household spending remains flat, more people in Edinburgh appear to be taking control of their finances. According to the research, many are adopting proactive strategies, from reducing everyday expenses to exploring new ways to free up income.

Ryan McGrath, Director of Secured Loans at Pepper Money, comments,

“Our research highlights how saving and financial planning remain priorities for many individuals across the UK. People are becoming more proactive, not only reassessing their everyday spending but also exploring structured strategies to build stronger financial futures.” “With rising costs prompting a shift in behaviour, more people are embracing energy efficiency, second-hand shopping, and debt consolidation to free up disposable income and boost savings."

Why Are People Saving More in 2025?

Despite signs of recovery in the wider economy, confidence among consumers remains low. According to Pepper Money’s study, 63% of people say they’re still experiencing a drop in disposable income, making it harder to save. In response, financial literacy and smarter saving behaviours are becoming more important than ever.

Pepper Money highlights that those with lower financial literacy can end up £20,000 worse off over time — underlining the importance of access to tools, education, and alternative financial solutions.

UK’s Top Cities for Savers:

1. Bristol – 118 searches per 100k
2. Norwich – 97 searches per 100k
3. Edinburgh – 90 searches per 100k
4. Newcastle – 89 searches per 100k
5. Birmingham – 84 searches per 100k

Full Ranking – UK’s Top 40 Cities for Savers:

Rank	City	Total Search vol per 100k
1	Bristol	118
2	Norwich	97
3	Edinburgh	90
4	Newcastle	89
5	Birmingham	84
6	Huddersfield	78
7	Swindon	76
8	Plymouth	76
9	London	69
10	Reading	69
11	Ipswich	66
12	Glasgow	65
13	Coventry	61
14	Southend on Sea	60
15	Leeds	59
16	Milton Keynes	59
17	Swansea	57
18	Peterborough	55
19	Gloucester	54
20	Belfast	51
21	Poole	50
22	Bolton	49
23	Dundee	48
24	Portsmouth	47
25	Exeter	46
26	Sheffield	45
27	Oxford	43
28	York	41
29	Cardiff	39
30	Kingston upon Hull	38
31	Aberdeen	38
32	Leicester	36
33	Derby	35
34	Liverpool	35
35	Cambridge	33
36	Carlisle	28
37	Durham	27
38	Northampton	20
39	Nottingham	18
40	Manchester	18