Our recent nationwide research shows that 86% of UK shoppers say landing a good deal gives them a genuine dopamine hit. And, when ranked against life’s other ‘feel-good’ moments, 41% scored a ‘bargain buzz’ as a top contender for dopamine triggers - beating other pleasures like chocolate, compliments, and… ahem, bedroom fun.
But, here’s the thing – not everyone rides that high in the same way. Some chase it like a lover they can’t get enough of. Others play the long game, making the climax all the sweeter.
We all have our shopping styles, and knowing yours can help you shop smarter, while still indulging in that irresistible “bargain buzz.” Here’s a look at six deal-hunting personalities you might just recognise…
The dopamine chaser – constantly craving the rush
These shoppers don’t just like saving - they crave it. With 41% of Brits ranking a bargain amongst their top dopamine hits in our research, the ‘dopamine chaser’ is the thrill-seeker of the shopping world - except their rollercoaster is seeing a “70% off at Boots” tab pop up on their browser.
They live for that unpredictable rush when the perfect discount appears. Whether it’s a midnight flash sale, or finding that last half-price H&M jumper in their size - each bargain is its own little love affair.
Typical signs you’re a dopamine chaser:
- You’ve set sale alerts for multiple brands (and you check them before your morning coffee - or anyone else).
- You’ve done a victory lap around a shop after finding your bargain.
- You’ve whispered “get in!…” under your breath when a discount code worked.
The strategic saver - playing the long game
Patience is your weapon - and your pleasure. Over half (53%) of the nation admit they’ll delay a purchase in hopes of finding a better price. ‘Strategic savers’ are the slow-burn seducers of the deal-hunting world - playing the long game, knowing the final reward will be all the richer.
They’ll walk away from a “good enough” deal without flinching, because they know Black Friday will come… and when it does? That sweet victory is theirs for the taking.
Typical signs you’re a strategic saver:
- You’ve thought: “I’ll wait until payday… unless it goes on sale.”
- You’ve bookmarked items just to watch the price drop.
- You treat the word “clearance” like an irresistible invitation.
The impulse buyer - surrendering to temptation
Sometimes, you just have to give in. 74% admit discounts prompt unplanned purchases – and impulse buyers are proof that some temptations are simply too good to resist.
The thrill is instant. Add to basket. Checkout. Done. The afterglow? Sometimes sweet, sometimes… “What was I thinking?” - but that’s what returns, resale sites, and the group chat are for, right?
Typical signs you’re an impulse buyer:
- You’ve bought something purely because it was 50% off.
- Your returns pile has permanent residency in your hallway.
- You can’t scroll past a ‘TUI SALE’ pop up without at least a cheeky look.
The social sharer - flaunting it for all to see
For these hunters, the deal isn’t complete until it’s shared… and maybe bragged about a little. Around 37% of Brits feel proud enough to show off a great discount, while 49% say it makes them feel a touch superior to those paying full price.
It’s not just about saving - it’s about reliving the moment, spreading the joy, and yes - maybe a little basking in your own smug bubble. You’re the one lighting up the WhatsApp group with “You have to see this…” messages, and everyone loves you for it.
Typical signs you’re the social sharer:
- You’ve sent a Boohoo discount code to your entire friend list.
- You’ve made a co-worker’s day by tipping them off to an astounding Argos deal.
- You’ve been called “a bad influence” in the group chat (and secretly loved it).
The discount devotee - always hungry for more
Some can take it or leave it. You’re not one of them. 66% admit to craving a deal, and for 8%, the high can linger for an entire week. For discount devotees, the joy of a discount is for life.
You check apps, you scroll websites, you hunt - because the chase itself is intoxicating. It’s not about needing something - it’s about the thrill of finding it.
Typical signs you’re the discount devotee:
- Your browser history is 90% “sale” searches.
- You’re signed up to all your favourite brands' mailing lists (including ours, wink wink).
- You feel restless if you haven’t snagged something on offer in a while.
The brand loyalist - committed and proud of it
Some flings are fun, but you’re here for commitment. Around 26% say they feel more emotionally connected to brands that offer discounts – and that connection keeps you coming back for more.
‘Brand Loyalists’ know the sale calendar, get the VIP perks, and will defend their favourite store like it’s a long-term love. It’s not just about money, it’s about loyalty points for the heart.
Typical signs you’re the brand loyalist:
- You know the sale schedule of your favourite store by heart.
- You’ve got their app notifications always on.
- You’ll defend “your” brand in group chats like family.
Want to make the most of your deal-hunting style?
Knowing your shopping personality is the first step to indulging in every dopamine hit, with no regrets. At VoucherCodes, we’ve partnered with top retailers to hand-pick a lineup of exclusive ‘dopamine deals’, designed to keep your heart racing, and your bank balance happy - no matter your buying style. Check them out here.
Fancy learning more? Check out our guide on why discounts make us happy. Or, want to find out how to avoid common deal hunting mistakes? We’ve got a blog on that, too. Thank us later.
