A new nationwide survey has revealed just how hooked us Brits are on a good deal – with 41% of the nation confessing that bagging a bargain is their biggest pleasure in life – beating compliments, chocolate, and even having sex.
VoucherCodes.co.uk’s survey revealed:
- 86% say landing a great deal gives them a dopamine rush
- 41% ranked that ‘bargain buzz’ higher than sex (37%) compliments (32%) or a romantic kiss (26%)
- 66% admitted that scoring a great deal leaves them wanting more… and actively searching for it
Almost 60% of Brits admit to searching for discount codes before hitting ‘purchase’, while 66% say the buzz leaves them searching for more.
And, over half (53%) of us admit to delaying a purchase in the hopes of finding an even better deal.
Almost a quarter said their ‘bargain buzz’ lasts for more than an hour, while 8% claimed the thrill can keep them glowing for an entire week.
For many, the rush of scoring a great deal is so good they just can’t keep it to themselves – with 37% proudly telling others about their savings.
37% said getting a great deal makes them happy, 25% feel excited, and 25% described the feeling as nothing short of pure satisfaction.
According to Professor of Consumer Psychology, Cathrine Jansson-Boyd, the secret to the ‘bargain buzz’ is simple – it’s all down to dopamine, the brain’s very own pleasure potion that makes everyday wins feel irresistible.
Commenting on the research, Jansson-Boyd explains: “Bagging a bargain isn’t just financially satisfying – it triggers a proven feel-good response.”
Speaking on the research, Zoe Morris, savings expert at VoucherCodes.co.uk, comments: “We know discounts get people’s pulses racing – and this research proves it. Brits aren’t just saving money; they’re chasing that delicious dopamine rush that comes with nabbing a deal.
“At VoucherCodes.co.uk, we wanted to dig into exactly why a great offer feels so good, and the results speak for themselves – discounts really do turn people on. That’s why we’ve partnered with top retailers to create an exclusive line-up of ‘dopamine deals’ designed to make everyday purchases feel like pure thrill rituals. From your morning coffee to your Friday night treat, we’re here to keep the happy hormones flowing and the bargain buzz going.”
