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Half of consumers won’t shop without a discount

Written by: Emma Lunn
Discounts have become so well and truly cemented in the UK shopping culture that half of shoppers won’t buy certain items unless they get a deal, according to TopCashback.

Research by the cashback site found that half (50 per cent) of consumers would only buy certain products or services if they could nab a discount. Just three in 10 (30 per cent) would be happy to pay full price.

By using discounts and searching for deals, consumers hope to save around 25 per cent on each purchase.

According to, big ticket items such as TVs and sofas (58 per cent) top the list of products and services consumers would avoid buying unless they could get a deal, closely followed by tech items (51 per cent) and holidays (50 per cent).

Four in 10 (40 per cent) consumers would not buy clothes without bagging a deal, while 28 per cent of people would not eat at a restaurant unless they could get a discount and nearly a quarter (24 per cent) would avoid buying train tickets until an offer was available.

Adam Bullock, UK director of, said: “Our research shows how reluctant consumers are to pay full price for items and as a result value discounts to help their money go further.

“However, we also found only 55 per cent of people think finding discounts is easy. There are a whole host of resources, from money-saving blogs to comparison tools and cashback sites, making it easy for consumers to seek out the best deals. TopCashback offers consumers the ability to compare prices, use voucher codes and earn cashback, all in one place.”


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