Brits experience days-long ‘Bargain Glow’ from savvy shopping

Brits in the UK are experiencing a lasting sense of satisfaction known as the ‘Bargain Glow’ from their savvy shopping skills, according to a recent survey reported by Wales Online. The study, conducted ahead of Black Friday and involving 2,000 adults, revealed that an overwhelming 76 percent actively seek out bargains, even if they have the means to pay full price. The feeling of securing a great deal can reportedly last up to three days, further enhancing the joy of the purchase.

Lewis Henry from iD Mobile, the company behind the survey, shared insights stating that “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 significant buy like a new phone or a money-saving opportunity, the thrill of snagging a bargain is highly valued by consumers. The main reasons for this enduring satisfaction include saving hard-earned cash, getting more value for money, and feeling clever and resourceful, as per the survey findings.

Interestingly, the study highlighted that Gen Z individuals are the most adept at securing bargains, with a whopping 86 percent admitting they actively search for deals. This percentage stands higher compared to millennials at 81 percent and Gen X at 78 percent. Moreover, Gen Z and millennials are more likely to share their success stories about hunting for bargains, with 70 percent and 62 percent respectively, compared to just 49 percent of boomers.

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As the Black Friday period approaches, it presents an opportune moment for consumers to save significantly on desired purchases and to revel in that ‘bargain glow’ at its peak brightness. The study identified the sweet spot for savings to be around 37 percent, with popular items for seeking bargains including groceries, clothing, and electronics. Furthermore, long-term savings on items such as mobile phone contracts and home utility bills were also noted to be priorities for many respondents.

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Behavioural psychologist Jo Hemmings, collaborating with iD Mobile, emphasised that the joy of saving money has evolved beyond mere frugality. She revealed, “We now feel a real sense of achievement and satisfaction in saving money – that ‘bargain glow’.” This sentiment is especially prominent when making long-term savings that benefit individuals over an extended period. Younger generations, brought up in an era of online shopping and price comparison, exhibit high levels of motivation and astuteness in finding the best deals available.

In conclusion, the ‘Bargain Glow’ phenomenon resonates strongly with consumers in the UK, signifying a shift in perceptions towards saving money and embracing the hunt for deals with pride and enthusiasm. With Black Friday around the corner, many individuals are gearing up to experience the thrill of securing discounted purchases and basking in the glow of their smart shopping decisions.