It is estimated that consumers will spend more than £700 million to buy over 11 million items for their summer holidays, with 69% of our holiday-makers spending online. The question is, are Brits missing out on vital savings online? Research from Love Discount Vouchers shows that only 18% of the UK are searching out “discount codes” when shopping - that is an astounding 82% of Brits missing out on potential savings!

Please reference all findings to: https://www.lovediscountvouchers.co.uk/

Key Findings:
- Only 18% of Brits are searching out “discount codes” when shopping online.
- Liverpool has the most savvy of all shoppers! Making up 16.4% of Brits seeking out a discount code to save big on their shopping.
- People from Hull, on the other hand, aren’t the penny-pinching type! Being the lowest location on our list, only accounting for 3.4% of savvy shoppers looking to cut their spending with discount codes.
- Other key areas with the top savvy shoppers included; Bristol, Birmingham, Edinburgh and Manchester.
- Aberdeen, Cardiff, Nottingham, and Dundee are all amongst the least savvy shoppers, all with under 6% using discount codes to make savings.
- Consumers in the UK will spend over £700 million to buy over 11 million items for their summer holidays, so £££s of savings are being missed.
- Potential Monthly Savings: If Brits utilised a 20% discount on their clothing expenditure every month, they could save £15.25 per month, equating to a whopping £183 per year.

With only 18% of us discount deal hunting in the UK, what regions are the savviest when it comes to pinching the pennies?

Region | Savviest Shoppers %
Liverpool | 16.4%
Bristol | 13.6%
Birmingham | 13.5%
Edinburgh | 13.2%
Manchester | 11.5%
London | 10.1%
Newcastle upon Tyne | 8.8%
Norwich | 8.5%
Leeds | 8.1%
Sheffield | 7.8%
Portsmouth | 7.6%
Swansea | 7.4%
Southampton | 7.2%
Glasgow | 7.2%
Dundee | 6.1%
Nottingham | 5.5%
Cardiff | 5.3%
Aberdeen | 4.2%
Hull | 3.4%

We took the total local searches for discount code-related terms and divided this by the most recent population data for each town or city to work out the percentage of people who are searching for discount codes on a monthly basis. For example, the city of Liverpool sees around 81,880 searches per month for terms such as ASOS discount codes. With a population of 498,042, this works out to around 16% of the population of Liverpool searching for a discount code on a monthly basis.

Regional Savvy Shoppers:

Liverpool Leads: Liverpool leads the way when it comes to savvy saving, making up 16.4% of Brits seeking out a discount code to save big on their shopping.

Other top cities: Bristol, Birmingham, Edinburgh, and Manchester make up the remainder of the top five savviest shoppers showcasing impressive search numbers, proving their penchant for savings.

So, as summer approaches and prices continue to rise, it’s crucial for Brits to capitalise on available discounts, especially with substantial potential savings at popular retailers. With only a fraction of consumers actively seeking out deals, it's evident that many are missing out on significant opportunities to stretch their pounds further.

What could you be saving at Britain’s most popular shops?

High-street Shop | Popularity | Potential Savings
Clarks | 71% | Up to 20% off
Levi | 71% | Up to 50% off
Next | 71% | Up to 50% off
Nike | 68% | Up to 50% off
Dr Martens | 62% | Up to 40% off
Adidas | 61% | Up to 10% off
North Face | 58% | Up to 40% off
George.com | 57% | Up to 30% off
TK Maxx | 56% | Up to 60% off

Monthly Savings Potential:

Average Monthly Expenditure on Clothes and Footwear: According to ONS data, households spend £76.26 per month on clothes and footwear.

Potential Monthly Savings: If Brits utilise a 20% discount on their clothing expenditure every month, they could save £15.25 per month, equating to a whopping £183 per year.

Sales subject to time of year purchased

Sources: Popularity of fashion brands, factors driving purchase among Brits, ONS household data, search volume, and Google trends utilised for popularity scoring.

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