One in seven UK shoppers hasn’t paid full price for an item in last three months, study finds


Full priced goods may well by on the decline, according to a new study by a money saving website in the UK.

According to a recent poll, 14% of Britons claims they haven’t paid full price for a single item in a supermarket or any other store in the last three months. ‘Food items’ were revealed to be the most likely item to be bought for a discounted price, followed by ‘clothes’. conducted the research as part of an ongoing study into the money saving habits of Britons. Over 2,000 people aged 18 and over from around the UK took part in the poll and answered questions about their shopping habits and their ability to spot a bargain.

Forty one per cent of the people taking part in the poll admitted that they ‘always’ looked for the cheapest options when shopping for products, both online and in store. When asked roughly what percentage of the items they had bought in the last three months had been at a discounted price, one in seven respondents, 14%, said they ‘haven’t paid full price for anything’ in this time.

These respondents were questioned further and asked why everything they had bought within the last three months had been at a discounted price. The ‘prevalence of sales and discounts’ was revealed as the top reason, with 51% of the relevant respondents agreeing, followed by an ‘eagerness to find a bargain’, with 39% of the vote.

All respondents were asked which items they were most likely to buy at a discounted price, which revealed ‘food items’ to be the most common answer (26%), followed by ‘clothing’ (21%) and ‘electronics’ (18%). The respondents who said they hadn’t paid full price for anything within the last three months were asked which stores they had shopped in during this time.

‘Debenhams’ was the most common answer to this question, followed by ‘Tesco’, ‘BHS’ and ‘Matalan’; suggesting that these retailers are the most popular amongst bargain hunters.

George Charles, spokesperson for, said: “We truly are a nation of bargain hunters and this makes me a very happy man! With prices rising left, right and centre on everything from houses and groceries to gas and electricity bills, it’s no wonder many Britons now have the ability to spot a deal a mile off.

“When out and about shopping, whether it’s for food or a new outfit, it’s always a good idea to take a few moments to look around and check that you’re getting the best deal. You might find that if you just cast your eyes down to the shelf below, you’ll see a very similar product for a fraction of the price of the one you were going to buy.”