Research from VoucherCodes.co.uk reveals that the recession has permanently changed the way UK adults shop as a fifth admit they now always try to avoid paying full price for their purchases.
It seems that the nation is full of discount shoppers as six-in-10 consumers admit they always check for a discount before buying items. The inclination to save is over 10% higher in women (66%) than men (55%) with 41% of women choosing a shop or restaurant that offers a discount over a full-priced competitor, compared with 36% in men. Bargain hunters are so eager to ensure they are not paying over the odds, more than 5M Brits even check with shop workers whether their store has any discounts before they spend their hard earned cash.
The survey discovered that the average consumer has used a discount code seven times in the last month. The average saving per month through voucher use is £64.87 – amounting to a savings potential of £778.44 a year.
When asked what drives their hunger for discounts, 35% of British shoppers said they love the satisfaction of knowing they got a good deal, while 13% claim using discounts lifts the pressure from making purchases when they feel they should be saving.
The research into consumer shopping attitudes also uncovered the top five products consumers refuse to buy without first looking for, or waiting for, a discount:
1. High ticket electricals, eg TV (54%)
2. Holidays (36%)
3. Clothes (30%)
4. Books, DVDs, etc (29%)
5. Theatre tickets or visiting attractions (22%)
Itay Inbar, vice-president of consumer products at Hitachi Consulting UK, commented: “Hitachi Consulting UK’s recent research revealed that 60% of smartphone users research products while in store. As the customer experience evolves, consumers are becoming better connected and expect all essential information to be at their fingertips to inform final purchasing decisions and get the best deal possible. Therefore, retailers must be working to create a seamless customer journey that connects all the available channels to better understand and service consumers.”
Duncan Jennings, co-founder of VoucherCodes.co.uk added: “Spending habits have now changed irreversibly for a lot of UK adults who’ve been forced to make cut backs wherever they can and many have now learned that paying full price for everything just isn’t necessary.
“By making a habit out of using discounts and voucher codes, shoppers can really make their money go further without scrimping on the quality of purchases. Checking online for codes before buying anything can help consumers reign in finances without any hassle and those yet to do so will soon discover how much they stand to save.”