Bargain reports and analytics

How Brits save money

PicodiAugust 25, 2021

What are the products that Brits like to save money on? Why and how often do they reach for discounts? The analysis team conducted a survey among British consumers to check what is their attitude towards sales and to find out the most popular ways to save money.

What we save money on

The pandemic forced many Brits to save money. More than half of the surveyed people (68%) admitted that over the past year, they bought more products on sale than before.

What people save money on?

The product categories most frequently bought on sale include food, clothes and footwear, as well as home appliances. Products bought on sale the least are cars (car parts), jewellery, and child-care products.

There are products which Brits are willing to wait for instead of buying them at the initial price. These include home appliances (80%), clothes (76%), travel & leisure (74%), sporting goods (74%) or home decor (70%).

On the other hand, there are some categories of products which Brits don’t want or can’t wait for — and they buy them regardless of whether there is a sale or not. These include medicine (61% don’t want to wait for discounts), pet supplies (49%), food on delivery (48%), food (45%), or underwear (44%).

Why do British consumers buy on sales? The most common answer among female and male respondents was that they can save a lot of money thanks to discounts (58% and 49% respectively). The second most popular answer among both men and women (48% and 46% respectively) was that discounts allow them to become familiar with a brand. 43% of men and 45% of women surveyed believe that the initial prices are too high, so they look for discounted products.

Not everyone likes discounts. 24% of women and 34% of men don’t buy on sales because they think high quality products are worth their standard price. 20% of women and 19% of men ignore sales because they simply don’t worry about the prices. 9% of women believe that discounted products are poor quality or outdated, although as many as 15% of men share this opinion.

Sometimes Brits buy products on sale and never use them. The top 5 categories of products which are thrown away or left unused on shelves are:

  1. Food
  2. Clothes
  3. Underwear
  4. Cosmetics and perfumes
  5. Home appliances

British ways to save money

Our ways to save money

There are many ways to save money, that is why asked Brits which methods for finding and using discounts are their favourite.

Among the most popular ones, price comparison services placed first. 16% of Brits know this method and use it regularly, and as many as 34% use it from time to time. 21% participants admitted that they know what price comparison services are, but they don’t use them, and only 29% don’t know what it is at all.

Shelves with products reaching their expiry date are used regularly by 13% of those surveyed. 26% use them sometimes, 24% know and don’t use them. 37% claimed they don’t know about the existence of such shelves.

In the third place were store flyers — 13% use them regularly. 22% use them from time to time, 26% know and don’t use them, while 39% don’t know them at all.

Apps for ordering unsold food surplus are not very common (62% of the surveyed consumers don’t know what it is), similar to browser plugins with coupons (50%), cashback services (43%), and coupon services (45%).

What Brits think about ads

What do Brits think about advertisements, and do they feel overwhelmed by them? It turns out that almost half (45%) of the respondents think that the number of ads is acceptable. On the contrary, as many as 26% admit that there are too many advertisements. 29% of surveyed British consumers don’t feel like there are too many ads.

What people think about ads

It turns out that the most popular ad that people receive is email — on average, as many as 31 a week. In second place are text messages (25 times a week). Mailbox leaflets complete the podium — consumers see them around 23 times a week.

Push notifications in browsers (19 per week) and in mobile apps (14 per week) are not as frequent.


The statistics are from an online survey conducted in July 2021.

Public Use

Would you like to share information about sales and discounts in the UK? You are welcome to use all the data and infographics presented in this report for both commercial and non-commercial purposes, provided that you indicate the author of the research ( with a link to this subpage.