Confirmation – if it were needed – that Brits love nothing more than a bargain has emerged in a new study which reveals nearly 90% of UK shoppers say they have waited for a sale before making a purchase, with nearly a quarter admitting they do this regularly, even though over one in 10 say they often regret their purchases.
That is according to a new study by Aqua, which quizzed 2,017 UK consumers to gain insight into the UK’s shopping habits, shedding light on who is most likely to wait for a sale, what they buy, and how often they overspend.
It found that Generation X and Millennials are the most strategic shoppers, with 31% of both age groups frequently holding off for better prices. In contrast, only 10% of those aged 65 and over do the same.
Looking at regional insights, Londoners are the most likely to wait for sales to make a non-essential purchase, with over a third (34%) saying they frequently do this, making them the most sales savvy in the UK.
Next are those in the West Midlands, with 26% of people saying they frequently wait for sales, followed by Northern Ireland and East of England, each on 24%.
When it comes to what people are most willing to wait for, electronics come out on top. Nearly half of all Brits (48%) say they hold out for discounts on TVs, phones, and gaming consoles, with men (52%) more likely to do so than women (44%). The 35-44 age group is the most patient, with 53% saying they wait for sales on tech.
The second most popular category is home appliances, with 45% of Brits delaying purchases of fridges, washing machines, and other essentials until the discounts roll in.
Once again, Londoners are the most likely to plan their shopping around sales, with over a quarter (26%) saying they always prepare in advance. However, they are also the most likely to go over budget, with 67% admitting they regularly exceed their planned spending.
Most Brits believe they save around 10-20% per sale purchase (39%), while 7% claim to save over 60%.
Scarcity also plays a major role in consumer decision-making. Nearly a third (31%) of Brits say limited-time offers make them feel like they are getting a better deal, while 24% admit these tactics push them to buy faster than they normally would.
For 18- to 24-year-olds, the most common effect of limited-time offers is prompting unplanned purchases (26%), while for other age groups, these offers create a stronger perception of getting a better deal.
Despite the excitement of snagging a bargain, however, 12% Brits say they always or often regret their purchases. Men are slightly more prone to buyer’s remorse than women, with 5% of men always regretting sale purchases compared to 3% of women.
Aqua commercial director Sharvan Selvam said: “Sales can be a great opportunity to save money, but our research shows that the thrill of a discount can sometimes lead to overspending.
“The key to shopping smart is planning ahead – make a list of what you truly need, set a budget, and stick to it. Avoid impulse purchases by asking yourself whether you would buy the item at full price or if you’re just drawn in by the discount. Finally, compare prices across retailers to ensure you’re getting a genuine deal. With a thoughtful approach, sales can work in your favour without derailing your finances.”
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