It’s Official – the Savvy Shopper Capital of the UK Revealed

• Cambridge is the savvy shopper capital of the UK
• 85% of Brits described themselves as savvy shoppers
• On average, Brits get four bargains a week

BRITS love a bargain and new research has revealed the locations of the savviest shoppers in the UK.

The research, based on a survey of 2,000 people, conducted by online electricals retailer, AO.com, found that a whopping 91% of those living in Cambridge said they know how to shop cleverly, with more than a quarter (27%) claiming they never pay full price.

At number two on the list was London, where 90% of residents say they are savvy shoppers, and at number three was Newcastle Upon Tyne (88%).

On average, 85% of Brits described themselves as savvy shoppers, with 93% adding that they often buy things at a reduced price and 17% saying that they never pay full price.

In fact, the research identified that 88% of Brits said that value for money was the most important thing when shopping, and 93% admitted that getting money off a product always lifted their spirits.

On average we get four bargains a week, buy 45% of our purchases at a reduced price – and a massive 89% believe we are a nation of bargain hunters.

A third (33%) said they feel like they’re winning when they get a good deal, 29% can’t resist a bargain and almost a quarter (22%) said it gives them a rush.

Our favourite things to get on sale are Christmas presents (37%) and technology (37%), but Brits also love a bargain when it comes to fashion (31%), home electrical equipment (25%) and beauty products (23%).

David Lawson, Managing Director of AO.com said: “The research shows just how many of us love a bargain by taking advantage of deals and discounts to save money. Traditionally, we generally spend more at this time of year, so it is more important than ever to be careful with the purse strings. Our next big sale event will be Black Friday, so there will be plenty of opportunities to get your hands on some great deals, be it for yourself or for some festive presents ahead of Christmas.”

The data also found that, despite our love of a bargain, 80% hate bartering face-to-face, with almost three quarters (72%) confessing they’d rather pay full price than get into a debate about a discount.

When it comes to the most important sale periods for Brits, 26% said the Christmas sales were key, 24% chose the January sales, a fifth said Black Friday, and 17% love the mid-season sales.

Top 10 most savvy cities                         % who describe themselves as savvy shoppers

1. Cambridge 91
2. London 90
3. Newcastle Upon Tyne 88
4. Bristol, Cardiff, Leeds  87
5. Birmingham 86
6. Brighton 86
7. Glasgow 85
8. Sheffield 84
9. Nottingham 84
10. Edinburgh 83
11. Liverpool 83
12. Oxford 82
13. Leicester 81
14. Manchester 81