New research from Nectar reveals that savvy shopping leads to surprising everyday excitement, with half (50%) of those polled saying they experience a thrill similar to the joy of winning a competition when getting a good deal.
Nearly a quarter (23%) say that using loyalty scheme points to bag a freebie gives them the same adrenaline rush as riding a rollercoaster. Meanwhile, over a quarter (26%) compare it to the energy boost they get from drinking coffee and one in five (20%) experience a similar thrill to taking off on an aeroplane. Nectar has partnered with psychologist Dr Jenna Vyas-Lee to explore the reasons behind this and how being money savvy provides shoppers with this everyday thrill.
Dr Jenna Vyas-Lee says: “There are many scientific reasons people experience these feelings. For example, the brain releases dopamine in response to rewards and the uncertainty of finding a deal creates a dopamine-driven thrill. Endorphins also play a key part as scoring a bargain can trigger a rush much like winning a game or overcoming a physical challenge.
“For those who can feel overwhelmed by shopping, finding a great deal, or lowering the price by using reward points, helps to give a sense of control as this reduces levels of the stress hormone cortisol. Meanwhile, for those who find that treating themselves is relaxing, the act of securing a bargain may double as emotional relief.”
The research also revealed that nearly three quarters (72%) think it has become more socially acceptable to talk about finding deals and using loyalty programmes. In the lead up to Valentine’s Day, over half (51%) even note it’s attractive when a partner is good with money, and over a third (36%) think it’s a ‘green flag’.
Shoppers can take inspiration from Nectar’s very own ‘Nectar Heroes’, who have mastered the art of loyalty points collection and are now reaping the benefits. From jetsetter Caroline who is planning to convert her saved points to Avios for a trip to Sydney, to Paul who bought himself a new lawnmower with his points.
Alex Naisby, director of loyalty & CRM at Sainsbury’s, says: “As our findings show, shoppers revel in the experience of finding a great deal or using their reward points to get something they want for free or a lower price. The popularity of loyalty schemes continues to increase and with Nectar customers can build up their points in one convenient app, ready to use them for the things they love most. The introduction of our ‘Nectar Heroes’ has been a wonderful way to champion our members, while also showcasing how to get the most out of what Nectar can offer.”
In light of the prevailing TikTok trend to create a ‘dopamine menu’ – a list of mood-boosting activities – Nectar and Dr Jenna have curated a dopamine shopping list, highlighting ways that money savvy shoppers might be able to trigger an extra thrill.
Dopamine shopping list:
(Perfect for those seeking a mood-boosting shopping experience)
- Find the Freebie – Use loyalty points on purchases and feel the buzz of securing a freebie.
- Music Magic – Wear headphones and blast an upbeat playlist to turn shopping into a personal concert.
- Treat Yourself – Choose a little treat that is on offer to make shopping feel more indulgent without breaking the bank.
- Challenge a Friend – Make it into a competition and see who can find the best offer or the most unusual item.
- Destination Relaxation – Check loyalty schemes before booking a holiday, as you may be rewarded even more for using points to relax.
- Recipe Challenge – Try to create an exciting meal using products on offer. Don’t forget to check loyalty apps for the best deals before you shop!
- Budget Bingo – Set a small budget and see how many more items you can secure within it when using loyalty points.
