Bargain loving Brits won't give up all data for discounts

British shoppers’ obsession with price continues to dominate the retail market, but most are willing to share only certain personal information to get an even bigger discount and grab a bargain.

So says new research from digital transformation consultancy Daemon, which reveals that 61% of GenZ, 67% of Millennials, and 65% of Baby Boomers say special discounts are the top reason that would keep them shopping with a retailer.

Even so, nearly three-fifths (58%) of shoppers would provide their email address to receive a 25% discount on their next purchase, making it the most popular incentive. However, only one in ten (9%) would share their social media profile for the same offer.

When it comes to faster checkout times, a quarter (25%) would provide their email address, but 52% are unwilling to give up any personal information to receive this perk. Further, only 10% would be willing to give up their date of birth for a faster checkout time but 24% would be willing to give up this information for a discount or free products.

Generational differences further highlight the privacy versus perks dilemma.

To receive free products, 30% of GenZ would share their phone number but only 13% of Baby Boomers would do the same. Meanwhile, 32% of Millennials would share their address compared to 25% of GenZ and only 19% of Baby Boomers.

Similarly, for early access to sales, 44% of GenZ and 41% of Millennials would share their email address but only 29% of Baby Boomers would do the same.

Daemon chief consulting officer Kyle Hauptfleisch said: “These findings highlight that consumers value their personal data differently across generations. Younger shoppers are more open to sharing information like phone numbers for perks, while older generations tend to hold back, even for a reward.

“Given the generational differences, retailers need to balance perks with trust and tailor incentives to different demographics, based on consumer insights.”

Despite the growing hesitancy around sharing personal information, loyalty programmes remain central to retail success – but the trust gap persists.

While 21% of consumers say loyalty cards make them more likely to shop with a retailer, just one in ten (11%) believe that prices offered through loyalty cards are a lot lower. This highlights consumer scepticism in loyalty schemes, despite their importance in driving shopper retention.

Supermarkets, in particular, have a strong foothold in loyalty programme participation, with 82% of Brits holding a loyalty card and 77% using it every time they shop. Restaurants and cafes follow while sectors like home/DIY stores lag behind, with just 18% holding a loyalty card for and 57% using the card consistently. Petrol stations and salons see even lower engagement, suggesting opportunities for growth in these areas.

Hauptfleisch added: “Consumers today are increasingly aware of how loyalty schemes work – and quick to notice when they don’t receive the deals they expect. This makes getting loyalty programmes right essential for retailers.

“What’s key here is trust: loyalty programmes act as a bridge between retailers and customers but for that bridge to hold, it must be built on transparency, authenticity and genuine value. While investing in loyalty initiatives can be costly, the greater risk is in neglecting them, leading to a loss of customer confidence.”