A new nationwide survey has revealed just how focused British consumers are on getting a good deal.
In the study by VoucherCodes.co.uk:
- 86% said landing a great deal gives them a dopamine rush.
- 41% ranked the ‘bargain buzz’ higher than sex (37%), compliments (32%), and a romantic kiss (26%).
- 66% admitted that getting a great deal leaves them wanting more and actively searching for it.
Meanwhile, almost 60% of those surveyed admitted to searching for discount codes before hitting ‘purchase’, while 66% say the buzz leaves them searching for more. And, over half (53%) admitted to delaying a purchase in the hopes of finding a better deal.
Almost a quarter said their ‘bargain buzz’ lasts for more than an hour, while 8% claimed the thrill can keep them glowing for an entire week. 37% said getting a great deal makes them happy, 25% feel excited, and 25% described the feeling as nothing short of pure satisfaction.
Professor of Consumer Psychology, Cathrine Jansson-Boyd, noted that the secret to the ‘bargain buzz’ is all down to dopamine in the brain. She said: “Bagging a bargain isn’t just financially satisfying – it triggers a proven feel-good response.”
Zoe Morris, savings expert at VoucherCodes.co.uk, added: “We know discounts get people’s pulses racing – and this research proves it. Brits aren’t just saving money; they’re chasing that delicious dopamine rush that comes with nabbing a deal.”
NAM Implications:
- It appears that consumers are no longer ‘too busy to shop’.
- In fact, they are prepared to shop around, comparing prices.
- And getting a ‘high’ takes this to a whole new level…
- (and perhaps trying to compare ‘like-with-like’)
- And telling friends…
- If so, this poses a real challenge to retailers that rely on shopper inertia…
- (and a real opportunity for someone that can offer an easy like-with-like calculator-app)
- For suppliers, it means never putting brand credibility at risk via shrinkflation or even skimpflation, ever…
