The bargain stores that the middle class can’t help but love… from Farmfoods and its frozen Greek feta salad to Coleen Rooney-approved Primark and celeb mum-loved B&M

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When you think of stores loved by Middle England, the likes of M&S, Waitrose and John Lewis come firmly to mind. But now, there’s competition from the most unlikely of brands.

The middle classes are bulking up their bougie food and clothing hauls with a snoop around bargain retailers, including B&M, Farmfoods and Primark.

Long gone are the days of being slightly embarrassed to step foot in a discount store – instead mothers are now proudly sharing their deals online from these ‘cheaper’ firms in a shift shaped by the rising cost of living.

One shopper recently told the Daily Mail how she got herself out of £30,000 of debt – and tips to Farmfoods – dubbed the ‘middle-class shopper’s secret’ – helped. 

She explained: ‘Loyalty cards are good, but nothing beats a super-cheap supermarket. I admit, I once turned my nose up at Farmfoods and Iceland – but frozen food works out a great deal cheaper than fresh, even if you factor in the electricity needed to preserve it. 

‘I buy my tins, teabags, condiments and frozen fish and veg at Farmfoods now, and am also amazed by its stock of healthy nuts, seeds, tinned beans and pulses and even boxes of medjool dates. It’s the middle-class shopper’s secret. 

‘Other bargain stores such as B&M and Home Bargains sell reduced fresh and packaged food too, and the satisfaction of saving up to £30 per shop really does beat the joy of Waitrose.’

So perhaps it’s no wonder that bargain brands have become a haven for middle-class shoppers in the UK – and some are even celeb-approved.

For those not already fans of these retailers, read on to discover what they have to offer… 

B&M

Once associated with cut-price savings and selling mountains of stuff you don’t actually need, B&M has become an unlikely haven for middle-class mothers in pursuit of a bargain.

These days, the chain counts the likes of Molly-Mae Hague, Coleen Rooney and even Carrie Johnson – wife of former Prime Minister Boris – among its well-heeled fans.

Unlike its more expensive competitors, B&M stores – of which there are more than 700 in the UK – have no shop window displays and a next-to-zero advertising budget.

‘All these extra bells and whistles, they go into the cost,’ said former CEO Simon Arora, discussing the key to its success with the BBC. ‘We keep things simple and honest.’

B&M is a leading UK discount retailer selling a wide variety of discounted products, including branded groceries, household cleaning goods, health and beauty products, toys, and pet food. 

They also offer home furnishings, furniture, electrical goods, DIY equipment, and gardening items. 

Highlights include Marc Jacobs Dot 50ml EDP costing just £19.99 (RRP £74), a stylish chevron laurel TV Unit for £70, a charming wooden garden bench priced at £50, and two for £20 across selected Barbie sets.

Farmfoods

Farmfoods has more supermarkets than Waitrose, a yearly turnover of more than one billion pounds and is the UK’s second-biggest frozen food retailer behind Iceland.

But now, the budget store – which has 340 locations across the UK – has become a surprising favourite for middle-class mothers amid the cost-of-living crisis.

A whole host of British shoppers – and social media ‘mumfluencers’ to boot – are supplementing their posh food hauls from M&S and Waitrose with deals from Farmfoods.

Items available include frozen salads like superfood chicken salad, pesto chicken pasta salad and greek feta pasta salad, priced at three for £6 or six for £10.

The salads – highly praised online by shoppers – came out top in the 2025 Grocer New Product and Packaging Awards.

There’s also 1kg packs of wild salmon fillets for £9.99 (or two for £15) and four-packs of signature sockeye salmon for £3.99.

The frozen meat section, meanwhile, includes chicken breasts, chicken tikka, BBQ ribs, whole legs of lamb and branded items like Richmond sausages.

Tubs of Ben & Jerry’s for £1.99, frozen shortcrust and puff pastry, king prawns and toffee and vanilla ice creams are also available.

Primark

While Primark has long been associated with low prices, its appeal has shifted in recent years, with many mothers now viewing its pieces as strong value for money rather than disposable fashion.

This change is linked to the ‘squeezed middle’ effect, where shoppers are mixing higher-end items with more affordable staples.

Primark plays a key role, offering trend-led styles and wardrobe essentials that allow customers to look stylish without overspending.

The brand has also embraced ‘destination shopping,’ particularly through its larger flagship stores such as its Birmingham location, which features beauty salons and cafés, turning a simple shopping trip into a more immersive day out. 

Celebrity partnerships further enhance its appeal. 

Stacey Solomon has been a long-standing ambassador, fronting multiple womenswear and childrenswear collections, while a recent collaboration with Coleen Rooney introduced a 60-piece range of casualwear, denim, outerwear and accessories, with prices starting from just £7.

Among shoppers, certain items have gained attention for their high-end look, including structured handbags and trend-driven footwear, often compared to designer alternatives.

Shein 

The fast fashion retailer Shein sells everything from bikinis to heels at extraordinarily low prices: tops for £2.49 and dresses for £4.49. A pair of jeans costs as little as £7.20.

These rock-bottom prices make it hugely attractive to the lucrative teenager and young adult market, which it reaches by advertising via influencers on platforms like TikTok, YouTube and Instagram.

The strategy has proved to be a hit as the Chinese company was recently valued at $66 billion in a recent funding round, according to the Wall Street Journal.

Yet it is not just the teens and 20-somethings who find themselves drawn to Shein.

In an age where high street stores are closing, Shein gives fashionable shoppers a way to keep up with trends without breaking the bank.

And now, countless mothers in their 30s, 40s and 50s are fully-fledged converts, despite concerns over clothing quality, the ethics of fast fashion and famously long delivery times.

The Range

Founded in 1989, The Range is a fast-growing UK retailer offering over 65,000 products across home, garden, furniture and leisure. 

With more than 210 stores nationwide, it operates as a variety retailer, combining affordable own-brand items with well-known names, including Wilko.

Many locations also include an Iceland food section, allowing customers to pick up frozen and fresh groceries alongside homeware – an added convenience for shoppers who are short on time.

The company has further expanded its in-store offering through a partnership with Homebase, introducing garden centres and kitchen showrooms in selected branches.

Its product range spans contemporary, classic and on-trend homeware, often at prices that exceed expectations. 

Standout pieces include the Camford Four Drawer Chest (£109.99), the Ayra Wooden Leaner Mirror (£89.99), and the Traditional Medallion Rug (£21.42), all of which offer strong value for money.

The brand’s appeal is broadened further by its online marketplace, which enables thousands of independent sellers to list products directly.

Savers

Rising living costs are prompting more middle-class mothers to turn to discount retailers such as Savers. 

Owned by A.S. Watson Group – the parent company of Superdrug – the chain focuses on branded health, beauty and household essentials at competitive prices.

With over 520 stores across the UK, Savers stocks popular brands, including L’Oréal, Maybelline, Oral-B and Olay. 

Pricing remains a key draw: Yankee Candles (538g) retail at £9.99, Dove beauty bars are £3.79 for a pack of six, and Boss Femme Eau de Parfum (75ml) is available for £29.99.

This shift reflects a growing willingness among consumers to hunt down affordable alternatives without compromising on brand preference.