A recent poll shows Brits are likely to get a thrill from a bargain which can last for hours – and it usually happens when they save this exact amount.
According to a study, the ‘buzz’ of snagging a bargain kicks in at £106. The research found that a whopping 85 per cent of savvy shoppers get a thrill from a good deal, with many reporting the feeling lasts for hours after the purchase.
The survey of 2,000 shoppers revealed this thrill typically happens when they buy something 20% cheaper than the original price on smaller items, or save a whopping £106 on larger purchases. However, one in five claim the biggest reaction comes from savings on big-ticket items and holidays, as well as using loyalty points to make a purchase.
Other deals likely to give shoppers a buzz included savings on something they really wanted, or getting something at half price, or for a better deal than expected. As a result, three quarters actively share their great deals with others.
Neuroscientist Nicole Vignola, who has partnered with Virgin Red, explained that this is due to how our dopamine system functions. She said: “The biggest highs come from saving on something essential, unlocking an upgrade, or getting a better deal than expected.”
This is known as the reward prediction error – the brain’s heightened response when things turn out better than expected. “We release a steady pulse of dopamine when we anticipate a reward, but we get a huge surge when the outcome exceeds our expectations,” she added.
The study commissioned by Virgin Red, the rewards programme that allows members to accumulate points on everyday spending, has revealed that using loyalty points and vouchers are among the top ways Brits save money when shopping, adding to the thrill of bagging a bargain.
According to the data from OnePoll.com, two-thirds of shoppers use discount codes, while 52 per cent always ensure they collect points when making purchases.
In a savvy move, three-quarters confessed to postponing a purchase until a better deal becomes available, such as an item going on sale, or until they’ve amassed enough points to make a saving.
Vicki Simpson from Virgin Red added: “This research shows what we’ve always believed, that saving makes people feel good.
“It’s great to think our members get that dopamine hit every time they unlock experiences with points, whether it’s a coffee, a cinema trip, or a once-in-a-lifetime adventure.
“It’s about turning everyday adventure into lasting joy.”
TOP 10 TYPES OF SAVINGS WHICH GIVE THE BUZZ
- Saving on something I really needed
- Getting something half price
- Getting a better deal than expected
- Using a discount code successfully
- Saving on a big-ticket item
- Saving on travel or holidays
- Using loyalty points to make a purchase
- Buying something premium at a fraction of the price
- Getting cashback on a purchase
- Saving on everyday essentials
