Savvy Brits are achieving a bargain ‘glow’ whenever they make a good saving
A survey of 2,000 adults conducted ahead of Black Friday revealed that 76% actively hunt for bargains, even if they can afford to pay the full price. The ‘glow’ from securing a good deal reportedly lasts up to three days for many Brits.
The main reasons behind this long-lasting glow include saving hard-earned cash (56%), getting more value for money (31%), and feeling savvy and resourceful (22%).
Lewis Henry from iD Mobile, which commissioned the poll, commented: “Our research shows that the UK is a country that increasingly loves a good deal and is willing to put in the effort to find one.”
He added: “Whether it’s a big purchase, like a new phone, or something which could save a few pounds every month, there’s nothing like the thrill of securing a bargain.”
Henry also highlighted the significance of the Black Friday period: “The Black Friday period offers the perfect time to save big on something you may have had your eye on for a while, and it presents a great opportunity to experience that ‘bargain glow’ at its very brightest.”
The study found that Gen Z are the savviest savers, with 86% admitting they go out of their way to bag a bargain ahead of millennials (81%) and Gen X (78%).
Younger age groups are also more likely to boast about their deals, with 70% of Gen Z and 62% of millennials likely to share their exploits compared to just 49% of boomers.
Across all age groups, the pinnacle of a good deal was found to be a saving of 37%. The top items Brits seek value for money on include groceries (58%), clothing (56%) and electronics (44%).
Some also relish the satisfaction of securing long-term deals, with 29% stating that getting a good deal on their mobile phone contract is important, as well as saving on home utility bills (31%).
Behavioural psychologist Jo Hemmings, said: “The combination of a cost-of-living crisis and the huge variance in costs of anything from mobile phone contracts to holidays – enhanced by designated sales events like Black Friday – means that far from feeling a ‘cheapskate’.”
“This glow feels especially significant when we are making a long-term saving rather than an immediate, one-off purchase, because we can see how it benefits us over a period of time.”
Hemmings also highlighted the generational difference in bargain hunting: “While bargain impacts all of us, it is younger people who have grown up with online shopping, and shopping around, as the norm – so it’s no surprise they are the most motivated, purposeful and astute at finding the best deals available.”
