A third of Britons confess that the highlight of making a shrewd purchase is boasting about the savings.
A survey of 2,000 adults revealed that 49 per cent of those who shop around relish in securing savings on high-value items such as smart home technology, cars and designer merchandise.
Over three fifths (63 per cent) derive the most satisfaction from uncovering a fantastic deal or discount on something they were already intending to buy. But also enjoy haggling a good price on bills, discovering travel deals or saving money with bulk purchases.
Finding a good deal of discount made 52 per cent feel joyful and proud, while 35 per cent admit that the best aspect of saving on a purchase is sharing it with partners, friends and colleagues.
Over half of those surveyed have actively strived to outwit their friends or neighbours by securing superior deals.
The study was commissioned by Hive, who has teamed up with solar subscription provider, Sunsave, to assist homeowners in reducing their energy bills with solar.
Susan Wells, director, EV and Solar at Hive, stated: “Brits love finding a great deal on things they already plan to buy, and it’s even more rewarding when those savings come with a positive environmental impact.”
This pursuit for financial savviness is particularly noticeable among younger generations, who were most likely to consider investing in sustainable solutions like solar panels.
Almost three quarters of Gen Z, aged up to 27, and Millennials, aged 28 to 43, attempt to outdo their peers in obtaining discounted offers.
Londoners were also particularly keen on sharing their financial victories (53 per cent) – in contrast to just 38 per cent of Scots and 36 per cent of people in Wales – who are more reserved about their money-saving successes.