PerformanceININside Performance Marketing
PI LIVE 2019
Is Paying Full Price a Thing of the Past?

Is Paying Full Price a Thing of the Past?


Deal, offer, discount, reduced - words that have become all too familiar to shoppers hunting for the ultimate bargain. But how adverse are we to paying ‘full price’ for something?

According to research by UK publisher,, a fifth of shoppers claim they have changed their spending habits during the recession - and as a result always try to avoid paying full price.

The online voucher code and deal site said the recession has permanently changed the way UK adults shop, with 21% of shoppers now trying to bypass products listed at the 'original' price.

Of the 2,000 British people surveyed; in conjunction with One Poll, the results found the average consumer used a discount code seven times in the last month.

Irreversible Change

The research also showed that women were less likely to pay full price than men, with the inclination to save more being 10% higher in women (66%), than in men (55%).

Six in 10 consumers (61%) admitted they always check for a discount before buying items and research showed that the average consumer saves £64.87 a month using voucher codes (£778.44 a year).

Co-founder of, Duncan Jennings, said that checking online for codes before buying anything helps consumers reign in finances without any hassle.

“Spending habits have now changed irreversibly for a lot of UK adults who’ve been forced to make cut backs wherever they can; and many have now learnt that paying full price for everything just isn’t necessary,” Jennings said.

Lifting the Pressure

Those surveyed, in June, were aged over 18 and when asked what drives their hunger for discounts, a third (35%) said they love the satisfaction of knowing they have scooped a good deal, while one in eight (13%) claim using discounts ‘lifts the pressure’ from making purchases when they feel they should be saving.

The research into consumer shopping attitudes also uncovered the top five products consumers refuse to buy without first looking for, or waiting for, a discount.

The first was high ticket electricals (54%), followed by holidays (36%), clothes (30%) books and DVDs etc (29%), and in fifth place; theatre tickets or visiting attractions (22%).

Of those surveyed, 28% said they would also ask shop workers if the store has any discounts before making purchases. 

Did you see our new 'INside Industry Events' Feature? - UK Publisher’s ‘Milestone’ Event

Continue the conversation

Have something to say about this article? Comment above or directly on Facebook, Twitter or our LinkedIn Group.

You may be interested in…

Pippa Chambers

Pippa Chambers

    News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

    From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

    Read more from Pippa

    You may also like…