There can be a bit of a stigma attached to going out and finding a great bargain in Britain. Going into a shop or restaurant and pulling out a handful of discount vouchers to save a few pounds can fill many of us with huge embarrassment and dread.
But it seems that our attitude is now changing. It is becoming more and more acceptable to hunt out a great deal and to use discount codes. People, in general, feel less embarrassed about doing it. Here at Savoo we have looked into how our attitudes have changed in comparison to five years ago, and who is the most embarrassed about using a discount code.
The research conducted by Opinion Matters of over 2000 people has shown that in 2009, 30% of people were embarrassed to use a voucher code, in comparison to just 21% who now say they are embarrassed.
The age group that feel the most embarrassed are the 25-34 year olds, with 28% saying they would feel embarrassed and the over 55’s are the least embarrassed. Women are more embarrassed than men, but not as much as they were in 2009. (17% men are embarrassed now compared to 27% in 2009 vs. 23% of women who are embarrassed now about using discount vouchers compared to 41% in 2009).
We found it quite surprising that women were more embarrassed the men. So much for male pride! The over 55’s being the most comfortable using a discount code was a bit less surprising. I think we have all had a lecture from a parent or grandparent about being more frugal with our money!
Further to this, we looked into what kind of thing we are mostly using voucher codes for and how often. Food and drink for consumption at home were the most popular, both now and in 2009. 89% of people will now use a voucher code for this, increased from 80% in 2009. Restaurant use is also popular, increasing quite dramatically, from 51% in 2009 to 72% now. One in 5 will now visit a discount voucher site once a week, with over 10% of people will now check for voucher codes every time they go shopping.
The research also revealed:
· Only 22% of people never use voucher code sites.
· 25% of people are prepared to spend an hour a week devoted to searching for deals.
· On average people are saving £6.50 a week using voucher codes.
So it seems that we are definitely becoming a nation of bargain hunters. And we don’t care who knows it. If we can shop for the things that we want and save money while doing it, then why feel embarrassed?