71% of disabled consumers say accessibility and ease of use directly influence where and how they shop, according to a new report from Purpl. This finding highlights a significant shift in consumer behavior, where practical usability often outweighs price alone. The data comes from the first Purpl Pulse report, which combines platform data with survey responses from 1,344 disabled consumers and 1,012 written comments.
When the Cheapest Option Isn’t Real
The document argues that for many shoppers, the lowest price tag on a shelf or website is not a genuine choice. An inaccessible interface, an unsuitable delivery method, or a physically demanding store environment can render a product unusable. Consequently, disabled consumers often end up paying more for items they can actually use.
This creates a scenario where the “best deal” is effectively invisible to a large segment of the market. Georgina Colman, founder of Purpl, who has multiple sclerosis and ADHD, said: “Rising energy bills may have driven inflation to its highest rate in four months, but our findings show financial pressure remains a daily reality for many disabled people in more aspects than just bills.”
She emphasized that the cheapest option is not always a real option if it cannot be accessed or used safely.
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Higher Cognitive Load in Routine Purchases
Almost two-thirds of respondents stated that their everyday spending decisions feel more mentally exhausting than they did a year ago. This fatigue stems from the need to weigh up price alongside accessibility, trust, and the physical effort required. It is not just about the cost of the item. It is about the cost of the process.
Shoppers are spending significantly more time checking, comparing, and reconsidering options before a purchase feels manageable. This extra cognitive labor changes the entire shopping journey.
The study describes this as a “higher confidence threshold.” A low price alone does not meet this threshold. The purchase must also feel safe, accessible, and physically feasible to complete.
Abandonment Rates and the PIP Review
The financial strain is visible in purchasing behavior. 69% of those surveyed said they are now more likely to abandon a purchase than they were a year ago. 79% are comparing more options before buying, while 84% regularly look at discounts without immediately making a purchase. These numbers suggest that the gap between intent and action is widening. Consumers are stuck in a loop of comparison, unable to find an option that balances cost with accessibility.
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These findings arrive as the Timms Review continues to examine the Personal Independence Payment (PIP). The interim report concluded that PIP is “not fit for purpose” regarding the additional costs faced by disabled people. The review is currently considering whether the payment adequately covers these extra expenses. Final recommendations are expected in autumn 2026.
The current data suggests that the impact of inadequate support is already reshaping consumer habits in the convenience sector. Purpl is calling for the review to recognize that the additional costs of disability are not limited to medical equipment or care. They include the premium paid for accessible services.
This could mean paying for a retailer, product or delivery service that is accessible, requires less physical effort or gives them greater confidence that their needs will be met. By ignoring these costs, the current system may be forcing consumers into a smaller pool of practical choices. The report notes that disabled consumers are not simply spending differently due to lower income. They are making decisions differently.
The selection of available options is narrower because many mainstream choices are physically or digitally inaccessible. This forces a different kind of budgeting, one that accounts for the physical and mental effort of consumption. The data paints a clear picture of a market that has not yet fully adapted to the needs of a significant portion of its customer base.
