These days, “keeping up appearances” has less to do with the pompous Hyacinth Bucket (or should that be “Bouquet”?) of the British sitcom of the same name, more to do with “bling” and extravagant spending by the younger generation.

A survey of 1,619 consumers, commissioned by mobile banking service Monilink, found that 71 percent of 16 to 34-year-olds admitted secretly competing with their friends in the purchase of “luxury” products — cosmetics, gadgets, clothes and the like. Image concerns are the key driver of this “bling-itis”. Over half (56 percent) of those questioned say they believe people are judged on appearances and possessions in modern British society, rather than personality.

That has fuelled a level of spending that is problematic at best, severely damaging at worst. More than 60 percent are still paying off credit card debts from “bling-itis”-driven luxury purchases from 2006 and 2007; over a fifth say they have so much debt from non-essential spending that repayments are a “significant” strain; and around the same proportion admit they find it hard to keep track of spending and make ends meet.

Perhaps even more worryingly, young Britons associate spending with personal happiness, and value short-term luxury over longer-term financial security. Some 55 percent of 16 to 34-year-olds purchase goods simply to make themselves happy and “feel down” if they don’t get the opportunity to buy goods regularly. Meanwhile, 72 percent state that a good lifestyle in the short-term is “considerably” more important than making savings in case of an emergency (27 percent). Top areas of spending to achieve this “good lifestyle” are holidays (27 percent), drinking and going out (21 percent), clothes (19 percent), gadgets (12 percent), home improvement (10 percent), cars (8 percent) and jewellery (3 percent).

If only they’d listen to the Janet Jackson and Luther Vandross hit of 1992: the best things in life are free.

The Friday night take-away, Saturday shopping spree and summer get-away are in line for the chop, as consumers become increasingly nervous over looming recession. Almost nine out of 10 Britons say they will cut spending on non-essential items to cushion themselves against impending economic downturn, according to a poll of 1,000 people for Web site Fool.co.uk.

A British institution — the good old take-away — is set to receive the biggest blow, with over two-thirds of the nation planning to cut back on curries, fish suppers and late-night kebabs, the survey says. Other planned cutbacks include retail therapy (67 percent) and fewer holidays (49 percent), while 12 percent plan to stop smoking, 4 percent to put pension contributions on hold and 3 percent say they will even cut their kids’ pocket-money.

This is just the latest in a string of evidence pointing to dwindling consumer confidence and increased uneasiness over the state of the global economy. It is, of course, important not to talk ourselves into recession: unnecessary doom and gloom will only serve to exacerbate the situation, something that those with a vested interest in the property market remaining buoyant have long maintained.

But Britons are surely feeling the pinch. The latest figures from Philip Hammond, shadow Treasury chief secretary, reveal that the disposable income of the average working family has dropped to 25,900 pounds today from 26,200 pounds in 2006, and personal debt in the UK is growing at an unprecedented rate — one million pounds every five minutes.

With the cost of living rising while disposable income falls, consumers must feel like they are being squeezed from all sides: failure to make hay while the sun was shining could soon come back to haunt them. It is reassuring, then, that reality is finally hitting home. During a recession, cash is king. And those with the leanest budgets will be best placed to survive.