New nationwide data from VoucherCodes.co.uk has revealed that UK consumers are increasingly experiencing a powerful emotional reaction when they secure a great deal.
The findings, based on a survey of 1,500 UK respondents, highlight how consumer behaviour is evolving in light of the nation’s current economic state, and why retailers must adapt to heightened expectations around savings and discounts.
How consumers value deals
For retailers, a clear challenge is emerging – UK shoppers are no longer simply price-sensitive, they are emotionally invested in the process of securing savings.
86% of consumers reported experiencing a dopamine “rush” from finding a bargain. For many shoppers, the joy of landing a deal is no longer just a financial win – it’s a psychological trigger that heightens the overall shopping experience.
37% of respondents claimed they actively share their savings with others, indicating that the thrill of getting a great deal is no longer just about personal satisfaction, but about sharing the emotional win with peers – highlighting a clear organic awareness opportunity for brands sharing discounts.
A further 24% of shoppers report that the high from securing a great deal lasts for more than an hour, while 8% claim the emotional satisfaction can extend for days. Retailers can capitalise on this lasting satisfaction by positioning discounts as part of a broader customer loyalty strategy – one that keeps shoppers consistently coming back for more.
Moji Oshisanya, chief commercial officer at VoucherCodes.co.uk, says: “Our research clearly shows that the rush of securing a bargain is a powerful purchase trigger for UK consumers. For retailers, this presents a unique opportunity to engage shoppers in new ways – by offering not just discounts, but creating experiences that trigger those dopamine-driven emotional responses.
“Whether it’s through limited time offers, personalised savings, or exclusive deals – retailers need to consider the psychological impact of pricing and promotions.”
Implications for retailers – deals drive customer loyalty and engagement
The research highlights the growing importance of discounts and promotions as a tool not only for attracting customers, but for fostering long-term loyalty. 66% of respondents reported that the rush of securing a deal left them wanting more, while 53% admitted to actively hunting for discount codes or waiting for sales events before completing a purchase.
For consumers, the “chase” of securing a discount is a key element of the shopping experience, and retailers who can create a sense of anticipation or exclusivity around their offers may see higher engagement and conversion rates.
Moji adds, “The data suggests that offering regular, psychologically rewarding experiences through discounts can build customer loyalty and drive repeat purchases. Notably, 37% of consumers say that getting a great deal makes them want to share it with their friends – a clear sign that discounts can spark both emotional satisfaction and social connection.
Retailers that tap into the emotional aspect of shopping will be better positioned to engage and retain customers long term.”
What is the science behind the psychology?
According to Professor Cathrine Jansson-Boyd, an expert in consumer psychology, the ‘bargain buzz’ is driven by a complex combination of anticipation and reward.
“When consumers see a product they like, with a price they think is good, they experience a level of satisfaction that is associated with an activation in a part of the brain – the nucleus accumbens – that is linked to the anticipation of pleasure. It is the pleasure that ultimately makes them buy something.
Professor Jansson-Boyd explains that the experience is not just about the financial saving – it’s the joy of anticipating a great purchase, and the sense of reward when the deal is sealed. This emotional connection to discounts represents a key opportunity for brands to deepen their relationship with consumers.
Retail in 2026: engage, excite, and reward
As VoucherCodes.co.uk’s research demonstrates, UK consumers are actively seeking the emotional rewards that come with finding a great deal. For retailers, understanding this shift in consumer psychology is key to driving sales and fostering long-term engagement.
Whether it’s a personalised discount or a treasure-hunt style promotion, the power of a great deal is undeniable, and for forward-thinking retailers, it’s a vital opportunity to enhance the customer experience.
