Kate Samuelson and Georgia Weisz are the masterminds behind Cheapskate London, a newsletter that curates free events across the capital. 'The quirkier the better, we find. If it's weird and slightly offbeat, that seems to get people out,' says Samuelson. This week, readers are directed to a 'brainrot charm-making workshop,' an all-day jam at the Roundhouse, and a 'build your own micro-wormery' session—all completely free.
Rise of Free Night-Time Events
While the number of pubs in London continues to decline, free night-time events have soared in popularity. 'Nowadays, the newsletter curation doesn't take long—we have so many good contacts, and new places reach out with free experiences all the time,' says Samuelson from her desk in Finsbury Park.
From Passion Project to Community Hub
Cheapskate began as a labour of love in 2019. 'We were both in our mid-20s, wanting to go out and make the best of living in London, but everything was so expensive. We were looking for great things to do for free, but found it quite hard to find out what was going on,' recalls Samuelson, a journalist by trade. She teamed up with Weisz to collate weekly guides to the city's no-spend scene, building a community of over 65,000 readers.
The Covid-19 pandemic posed a challenge, but they pivoted to virtual events. 'There were no events, at all. We focused on virtual events which were quite amazing. There ended up being a lot going on online. It meant that Londoners could still be part of a community,' Samuelson says, citing talks, virtual museum tours, and life-drawing via Zoom.
Cost of Living Fuels Demand
Emerging from the pandemic, London's housing market and cost of living have created a perfect storm for Cheapskate. 'The need for what we do has grown and grown,' says Samuelson. As 25 to 35-year-olds—Cheapskate's largest audience—report dwindling disposable income, free events have become a lifeline. 'Enabling people to go out and have fun is so important. It's often forgotten in conversations about the cost of living crisis, but fun and social connection is vital for your mental health,' she adds.
The cost of living is also reshaping social behaviour. Many subscribers use the newsletter for first dates. 'It's very low commitment, for a first or second date, when you're not sure you want to commit to buying a ticket or spending money on dinner and drinks,' Samuelson notes.
London's Unique Free Culture
Samuelson is proud of London's offerings for budget-conscious individuals. 'I don't think there's another city that can match the amount of free culture we have,' she says. Cheapskate now works with large institutions like the National Portrait Gallery and Science Museum, helping them attract new audiences.
With plans to expand to Manchester and Edinburgh, Samuelson remains optimistic about the night-time economy. 'Our readers aren't really cheapskates,' she says. 'They're just quite discerning about how they spend their money and want to feel like they're getting good value for things.'
As a testament to the newsletter's appeal, one can enjoy a free mystery film on a converted boat every Wednesday in Canary Wharf—a quintessentially London experience that doesn't break the bank.
