A third of Brits say ‘affordability’ is what makes them spend in the seasonal sales

The latest study of 5,000 consumers in the UK by NerdWallet, a leading financial comparison website, found that the biggest motivation for shopping in the seasonal sales was “affordability”, with a third (33%) of respondents claiming that even better discounts had them rushing to buy. 

Those aged 25 to 44, largely millennials, were the most likely to be enticed by the affordability of sales shopping with four in 10 saying this prompted their spending behaviour. Over 65-year-olds were least influenced by the discounts with only a quarter (25%) claiming this as their reason for shopping in the seasonal sales.

Interestingly, more women (37%) than men (30%) were encouraged to shop the seasonal sales because of access to better discounts; but more men (22%) than women (16%) claimed it was out of necessity because they couldn’t afford to shop any other time.