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ADDICTED TO SALES – Everydaysale.co.uk reveals UK shoppers resent paying full price for anything

Research released today by Everydaysale.co.uk*, a leading voucher code website, shows Britain is fast becoming a nation addicted to paying the lowest possible price for goods. A massive nine in ten of those surveyed revealed that they resent paying full price for anything.

One in five of the women polled won’t even contemplate shopping unless there is a discount on offer and over 80% expect a ‘large’ discount before handing over their hard earned cash. Even when it comes to buying something they really want, over half of women said that they would wait for the price to come down before buying, suggesting that many have been struck by the newly termed ‘Sales Affective Disorder’.

Faye Sawyer, celebrity stylist and head stylist on X Factor, suggests consumers are just growing accustomed to the new ‘savings culture’ that has emerged; “UK retailers are fighting for customers with constant price cuts and special offers. Every day we are bombarded with discounts and sale notices on everything from clothes and food, to tickets and travel. Consumers have learnt to become savvy shoppers – searching for the best possible deal to make their money go further”.

Despite consumers’ commitment to getting a good deal, the majority can still identify with the power of retail therapy; two thirds of respondents cited shopping as a great way to cheer themselves up during the credit crunch.

And it’s good news for online retailers. According to the research, many women have turned to the internet for their fashion shopping fix, with 84% stating they can get a better deal online than on the high street. Many women also prefer shopping online to avoid the crowds on the high street and to fit it around busy schedules.

Quick survey stats:
• 68% of those surveyed are shopping less for fashion and beauty since the start of the credit crunch
• 71% of 16-24 year olds polled will continue to shop no matter how bad the recession gets
• One in ten of those asked will buy something they want regardless of price
• A surprising 18% regard clothes shopping as an unwelcome chore
• Only a tiny 5% are not bothered whether there is a discount or not
• 22% of those asked shop online because they believe their is more variety on offer

*Research was commissioned by everydaysale.co.uk and an online poll of 1,011 women was carried out by Tickbox.net between 13 and 18 March 2009. Results have been weighted to nationally representative criteria.