A good cream should last 10 months, so sometimes the extra cost can be justified. It depends what you want in a cream.
If you don't mind about packaging and fragrance, try baby products! You can use baby sun cream as a day cream - and anything with milk protein in is pretty fab. Beauty trade people secretly apply a thin layer of sudocream on their faces at night once or twice a week. It's great!
You can use any cream on your face which suits your skin, use enough and spend 2 minutes massaging it carefully on to your face - the massage is half the benefit. Use gentle. stroking movements away from your heart, lifting and smoothing wrinkles and don't drag at delicate skin. The massage stimulates the circulation and that is what benefits.
The best natural products for mature skin are rose, pomegranate and honey IMHO. I like the Dr Organic range at Holland and Barratt. I think the royal jelly eye cream is good too - it gives me nearly as good a result as a cream 7x the price!
Buy a facial oil as well and put a little of that on over the top of your moisturiser - the oil will seal in the moisturiser. Facial oils feed your skin and don't make your skin greasy. You can pierce a food supplement oil capsule and squeeze that on to your face - just don't use fish oil LOL
Drinking more filtered tap water than you want will also make a big difference to your skin. It's got to be water, not herbal drinks or squash - no I don't know what miraculous properties water has, but I can drink pints of other drinks without any benefit, but once I made the effort to drink at least a pint and a half of filtered water, I could see the difference - and the backs of my hands were less wrinkled and dehydrated as well! It does have to be filtered though, I tried unfiltered drinking tap water and my knees swelled up!
Finally, remember that you need to encourage your skin to shed the dead cells - you can buy muslin flannels in Boots which are about the right texture. You can make a diy face scrub using porridge oats - not jumbo oats, moistened with any food product such as oil or cream. Exfoliate at night not in the morning and don't use a scrub more than 3 times a week.