Nation admits their biggest rush doesn’t occur between the sheets - it happens at the checkout…
- 86% of Brits say getting a good deal gives them a ‘buzz’ or ‘rush’
- 41% listed scoring a great deal as their biggest dopamine hit, more than compliments, chocolate, and late-night bedroom antics
- 66% agreed that getting a good deal leaves them wanting more
Move over late-night fun and sweet nothings – there’s a new passion sweeping the nation. It turns out Brits’ real guilty pleasures don’t happen in the bedroom - they’re found in the discount aisle. Yes, bagging a bargain isn’t just something we do for fun - for many, it’s a heart-pounding, pulse quickening thrill ride - and it’s giving some of life’s other delights a serious run for their money…
A new nationwide survey from VoucherCodes.co.uk, polling 1,500 respondents, has revealed that 86% of UK consumers get a full-blown dopamine ‘rush’ from landing a great deal - the very same brain chemical that fires up during moments of sweet satisfaction, leading to that irresistible urge to go back for more.
And, when ranked against life’s other ‘feel-good’ moments, the research revealed 41% of respondents scored a ‘bargain buzz’ as a top contender for dopamine triggers - giving other ‘happy endings’ some stiff competition:
- 37% for having sex
- 32% for getting a compliment
- 26% for a romantic kiss
- 24% for eating chocolate
- 8% for getting social media likes
The science behind the saving sizzle
According to Professor of Consumer Psychology, Cathrine Jansson-Boyd, the secret to the ‘bargain buzz’ is simple - it’s all down to dopamine, the brain’s very own pleasure potion that makes everyday wins feel oh-so irresistible.
Commenting on the research, Cathrine explains: “Bagging a bargain isn’t just financially satisfying - it’s neurologically uplifting.
“When consumers see a product they like, with a price they think is good, they experience a level of satisfaction that is associated with an activation in a part of the brain - the nucleus accumbens - that is linked to the anticipation of pleasure. It is the pleasure that ultimately makes them buy something.
“Anything that gives you pleasure will trigger the release of dopamine. This can range from a satisfying moment, like when your favourite song comes on shuffle at exactly the right time, to getting a great discount on something that’s been marinating in your basket for two weeks.”
The chase is where the magic happens
Turns out, it’s not just sealing the deal that gets us hot under the collar – it’s the foreplay of the chase. Almost 60% of Brits admit to prowling for discount codes before hitting ‘purchase’, while 66% say the buzz leaves them begging for more. And, over half (53%) of us love to play hard to get with our shopping baskets, holding out for the promise of an even juicier catch.
Professor Jansson-Boyd compares this ‘chase’ to a treasure hunt: “Shopping for a bargain is a bit like a treasure hunt. The unpredictability of not knowing whether you will actually find anything heightens anticipation levels and generates a dopamine release - and the higher the anticipation, the higher the dopamine levels.”
Speaking on the research, Zoe Morris, savings expert at VoucherCodes.co.uk, comments:
"We know discounts get people’s pulses racing - and this research proves it. Brits aren’t just saving money; they’re chasing that delicious dopamine rush that comes with nabbing a deal.
“At VoucherCodes.co.uk, we wanted to dig into exactly why a great offer feels so good, and the results speak for themselves - discounts really do turn people on. That’s why we’ve partnered with top retailers to create an exclusive line-up of ‘dopamine deals’ designed to make everyday purchases feel like pure thrill rituals. From your morning coffee to your Friday night treat, we’re here to keep the happy hormones flowing and the bargain buzz going."
The thrill that keeps on giving
According to the survey’s findings, Brits’ money-saving high is anything but a one-time fling. Almost a quarter said the ‘bargain buzz’ lasts for more than an hour, while 8% claimed the thrill can keep them glowing for an entire week.
For many, the rush of scoring a great deal is so good they just can’t keep it to themselves – with 37% proudly telling others about their savings. For the nation, a good deal isn’t just about the pounds – it’s a real emotional bond. 37% said it makes them happy, 25% feel excited, and 25% described the feeling as nothing short of pure satisfaction.
A national high we can afford to keep
From the thrill of the chase to the pride of flaunting our latest savings, it’s clear that bagging a bargain is more than just a way to save money – it’s a full-on mood booster.
With science confirming that discounts can spark the same feel-good chemistry as some of life’s, ahem, other indulgences - VoucherCodes.co.uk is here to help the nation make everyday life more affordable by shopping smart and savouring every joy-inducing, penny-saving high along the way.
Find out more about VoucherCodes.co.uk’s dopamine deals, and join the VoucherCodes VIP scheme for exclusive offers here. For the full survey findings and deeper insights, check out the complete savings report here.
