A survey of 2,000 adults conducted ahead of Black Friday revealed that 76 per cent actively seek out a bargain even if they can afford to pay the full price.
And Brits believe the ‘glow’ from securing a good deal can last up to three days.
The main reasons behind this long-lasting glow of a great save were saving hard-earned cash (56 per cent), getting more for their money (31 per cent), and feeling savvy and resourceful (22 per cent).
Lewis Henry from iD Mobile, which commissioned the survey, stated: “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.”
“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.”
The research identified Gen Z as the savviest saving generation, with 86 per cent admitting they go out of their way to bag a bargain ahead of millennials (81 per cent) and Gen X (78 per cent).
Behavioural psychologist, Jo Hemmings, commented: “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’.”
The top items people seek value on include groceries (58 per cent), clothing (56 per cent) and electronics (44 per cent).
Some savers relish the thrill of securing long-term deals, with 29 per cent stating that bagging a bargain on their mobile phone contract was crucial, as well as home utility bills (31 per cent).
Hemmings went on to add: “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.”
“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.”
Lewis continued: “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.”