A recent study indicates that the excitement of finding a great deal kicks in when shoppers save around £106. The research shows that 85% of smart consumers feel a rush from scoring a good bargain, with many experiencing this thrill lasting for hours post-purchase.
A survey of 2,000 shoppers uncovered that this excitement typically occurs when they purchase items at 20% below the original price for smaller products or save a significant £106 on larger buys. Notably, one in five individuals state the most significant reaction comes from savings on high-value items and vacations, as well as utilizing loyalty points for buying.
Shoppers also get a buzz from deals on desired items, half-price offers, or unexpectedly better deals. Consequently, 75% of shoppers actively share their successful bargains with others.
Neuroscientist Nicole Vignola, in collaboration with Virgin Red, explains that the brain’s dopamine system plays a crucial role in this phenomenon. Vignola notes that the most intense satisfaction comes from saving on essentials, unlocking upgrades, or surpassing expected deals.
Known as the reward prediction error, the brain’s heightened response occurs when outcomes exceed expectations. Vignola adds that while a steady dopamine release happens with anticipated rewards, a substantial surge occurs when the result surpasses expectations.
A study conducted by Virgin Red, a rewards program enabling members to earn points on daily expenses, reveals that using loyalty points and vouchers are popular money-saving methods among Britons, enhancing the thrill of securing a bargain.
Data from OnePoll.com indicates that two-thirds of shoppers utilize discount codes, and 52% consistently collect points with purchases. Additionally, three-quarters admit to delaying purchases until better deals arise, such as items going on sale or accumulating sufficient points for savings.
Vicki Simpson from Virgin Red states, “This research validates our belief that saving brings joy to people. It’s rewarding to see our members experience that dopamine boost every time they redeem points for experiences, whether it’s a coffee, a movie outing, or a unique adventure. It’s all about transforming everyday moments into lasting happiness.”