Value-for-money drives summer plans as more Londoners seek ways to cut costs on days out
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Families in greater London are becoming increasingly cost-conscious when planning summer activities, with half (50%) actively seeking more discounts and deals on attractions and experiences compared to a year ago.
New research from Boundless found value for money is now the leading consideration for people in the capital when choosing a day out, with 41% ranking it as their most important factor.
The appeal of staying closer to home is also growing, with one in five (20%) saying the rising cost of overseas holidays is making UK days out more attractive this summer.
Darren Milton at Boundless, the membership club for public sector and civil service workers and retirees, said: “Families are clearly looking for ways to make their cash go further this summer, with value for money now the top consideration when choosing a day out and more people actively searching for discounts than a year ago.
“What’s encouraging is that people aren’t cutting back on experiences altogether. Instead, they’re looking for smarter ways to enjoy quality time together, whether that’s visiting destinations closer to home or making the most of offers and membership benefits.”
London families are set for a busy summer. More than half (54%) expect to take three or more UK day trips over the summer holidays, while seven in ten (69%) plan to enjoy at least as many days out as they did last summer – highlighting the enduring appeal of British summer experiences, despite ongoing financial pressures.
There are plenty of days out to enjoy across the capital this summer. The British Library's Fairy Tales exhibition runs until 23 August, while Tate Modern is hosting Tracey Emin: A Second Life until 31 August and Frida: The Making of an Icon until 3 January. At the National Portrait Gallery, Marilyn Monroe: A Portrait is on display until 6 September. Boundless Plus members enjoy 50% off entry to these exhibitions with their National Art Pass benefit.
Families can also head to WWT London, where the Dragonfly Festival runs from 18 July to 31 August, featuring dragonfly safaris and pond dipping, alongside crafts, puppet shows and storytelling. Boundless and Boundless Plus members enjoy unlimited entry.
Personal finance expert Lynn Beattie, known as Mrs Mummypenny, said: “Families want to make summer memories, but the cost of living is squeezing household budgets tighter than ever.
“Even a simple day out can spiral once you add travel, food, parking and entrance fees, so parents are being far more selective about where and how they spend.”
Tariq Butt, North London-based council worker and Boundless member, said: “If you’re someone who’s after a bargain – my wife will tell you I am one of those people – then you always make time to keep an eye out.
“I’m always looking for London two-for-one deals online and have all the theatre discount websites bookmarked. It always pays to do your research.”
Boundless, the membership club for working and retired public sector and civil service workers, provides a range of deals and discounts to help its members make the most of their free time. Membership is available from £45 per year.
To find out more, please visit: www.boundless.co.uk.
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Editors notes
Research methodology:
The research was conducted by Censuswide, among a sample of 2,000 British residents in June 2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. It adheres to the MRS Code of Conduct and ESOMAR principles.
About Boundless:
Boundless is a membership club for civil service and public sector workers who are looking for inspiration on getting the most out of their free time. With a heritage and expertise dating back more than 100 years, Boundless offers its 150,000+ members deals on hundreds of unique experiences, events, volunteer activities and things to do. It’s also mutual, so all profits go straight back into the club to benefit members.
About Mrs Mummypenny:
Lynn Beattie, otherwise known as Mrs Mummypenny, is a single mum to three boys and one cat, living in Hertfordshire. Lynn has been a personal finance expert for 10 years and regularly writes for newspapers and magazines, as well as appearing on BBC TV/radio, Channel 5, and Sky News regularly.
Visit her website at: https://www.mrsmummypenny.co.uk/
