Brits admit nothing thrills like a saving - The science behind the ‘dopamine deal’ effect
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 actually found in the discount aisle. Yes, bagging a bargain isn’t just something we do for fun, it’s a full-blown thrill ride - and it’s giving some of life’s other pleasures a serious run for their money…
Here at VoucherCodes, we’ve been late-night-thinking about how great a deal really feels. So much so, that we had to ask the public all about it, and let's just say… our findings got us a little hot under the collar.
Our recent nationwide survey, polling 1,500 Brits, has revealed that 86% of UK consumers get a full-on dopamine ‘rush’ from landing a great deal – the very same brain chemical that fires up during moments of pure pleasure and sweet satisfaction, leading to an 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 - trumping other typical feel-good experiences:
- 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 our research, Cathrine explains: “Bagging a bargain isn’t just financially satisfying - it activates the brain’s reward centre.
“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 us 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 you just can’t resist buying.
“However, if the price of something is thought of as being too high, the part of the brain that registers pain - the insula - is activated, prompting us to experience strong negative emotions and walk away.”
The chase is where the magic happens
Turns out, it’s not just sealing the deal that gets us hot and flustered - it’s the thrill of the chase. Almost 60% of Brits admit to prowling for discount codes before hitting ‘purchase’, while 66% say the buzz leaves them craving more. And, over half 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.”
According to Jansson-Boyd, Dopamine is only one of the several chemicals that makes us feel good when searching for bargains.
“Shopping can trigger a release of feel-good chemicals like serotonin, oxytocin, and endorphins. All linked to our brain’s reward system, these hormones can be activated just by thinking about buying something. In fact, the excitement can start before you even begin searching, as you imagine the savings you might snag. These feel-good chemicals accompany you throughout the entire shopping journey – which is why hunting for a bargain is such a key part of the thrill of saving.”
The thrill that keeps on giving
According to our findings, Brits’ money-saving high is anything but a one-time fling. Almost a quarter said their ‘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. And for the nation, a good deal isn’t just about the pounds and pence, 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.
And, the feel-good buzz isn’t the only long term benefit of saving. Jansson-Boyd, notes “Several customers who completed the survey reported that when they had bought something at a highly discounted price, it had then resulted in prolonged use of the item. For example, one respondent noted that years ago, they managed to purchase a mirror for 75% off. They shared that they still have that very mirror, and use it every single day - reminding them always of their feel-good savvy saving.
Zoe Morris, our very own Savings Expert, comments:
“As a bargain hunter at heart, I’ve experienced first-hand the buzz that comes from finding a great deal – and now we have the research to prove it.
“We want to spread the joy that comes with finding a great deal. That's why we teamed up with Cathrine, an amazing consumer psychologist, to explore the science behind that feel-good feeling.
“The real thrill of a discount isn’t just in the price drop, it’s in the joy of the hunt and what those savings empower you to do. VoucherCodes is all about helping to make life more affordable, giving you more money in your pocket to spend on the things that truly bring you joy. And who would want to miss out on that?”
Happiness hotspots - where Britain’s biggest bargain hunters live
Our survey also gave the inside scoop on the nation’s postcode personalities. From the UK’s biggest bargain hunters to the most hard-core thrifty thrill seekers, where you live could reveal more about your shopping style than you’d care to admit. And, the results uncover some rather saucy regional divides…
- London – The UK’s undisputed thrill chasers, with 48% saying discounts give them their ultimate dopamine rush. They’re also more likely to pounce when a discount pops up (50%).
- West Midlands – Most likely to kick themselves for missing a deal (45%), least likely to splurge on impulse (18%), and absolute champions of bragging about bargains (53%).
- East of England – The most obsessed with the chase (47%), but also the most likely to play hard to get, and to walk away after finding a discount (33%).
Wales – Most likely to proudly call themselves ‘deal hunters’ (26%) and to believe thriftiness is a sign of sharp thinking (56%).
Who is leading Britain's bargain boom?
Britain’s biggest deal devotees are 25–35 year-olds - and they’re not exactly shy about their habits. More than half (66%) say they crave the rush of landing a discount, while 56% admit they’ve splashed out on something purely because it was on sale.
They’re also the nation’s loudest bargain braggers, with half (50%) happily broadcasting their latest money-saving conquest to friends, colleagues, and anyone else within earshot. For this lot, a deal isn’t just about saving pennies – it’s a competitive sport, a social talking point, and a shiny badge of pride.
And, it seems the bargain buzz gives women just that little extra sparkle, too. While both genders clearly love a good deal, a whopping 88% of women say they feel a dopamine rush from landing a discount, compared to just 82% of men.
Speaking on the gender divide, Jansson-Boyd comments: “When asked, men often say they don’t really enjoy shopping - usually because they think of shopping as buying clothes and shoes. But if you ask them about items they’re passionate about, they can be just as enthusiastic as women. This most likely explains why more women than men said that they get a dopamine hit - it really comes down to how the question is framed.”
How to feel a rush (without overspending)
While the dopamine rush of a bargain can be powerful, Zoe reminds us that there are ways to chase the thrill, without giving your bank balance a headache.
Plan ahead, but stay flexible:
“Having a clear idea of what you want to buy helps avoid unnecessary purchases, and keeps your spending focused. Sometimes the best bargains come from spontaneous finds, so being decisive helps you to make the most of genuine discounts when they arise.”
Rely on trusted voucher sites:
“Using verified sites like ours ensures you’re accessing legitimate and up-to-date discount codes – removing the frustration of codes not working. Our team personally tests and confirms voucher validity, so you don’t waste time or money on expired or fake deals.”
Set alerts to catch limited-time offers:
“Many of the best discounts have a ticking clock attached. Setting email or app alerts for your favourite stores or product categories means you’ll be among the first to know when a deal drops, giving you the edge over other bargain hunters and preventing missed opportunities.”
Avoid impulse buying:
“The excitement of a discount can push shoppers toward impulse purchases. To keep this in check, focus on items you genuinely need or have been planning to buy. This approach not only saves money, but also ensures the satisfaction of your dopamine hit lasts longer, tied to meaningful buys rather than fleeting whims.”
Share your deals to boost the feel-good factor:
“Tell your mates, your mum, and your group chat. Sharing great bargains helps make the satisfaction even stronger - amplifying the dopamine-driven buzz beyond your own shopping experience.”
Where to find the UK’s best discount codes
In a world that often feels overwhelming, saving is an experience that unites us all. And here at VoucherCodes.co.uk, we’re proud to be the destination for trusted, tested, and totally legitimate feel-good savings.
We hand-test every code before it goes live, and our unique Code Guarantee means if on the off-chance one doesn’t work but you still make a purchase, we’ll send you a cheeky gift card to kiss-and-make-up for it.
We’ve been helping people save since 2008, working with thousands of retailers to bring you the best discounts – including offers you won’t find anywhere else. Many of these come through our free VIP programme, which gives members extra perks like exclusive deals, prize draws, a £5 gift card for every 2 shops, and an enhanced £25 Code Guarantee.
Whether you shop via our site, app, or DealFinder browser extension, you’ll find savings you can trust - and enjoy the rush without the risk of disappointment. Because behind every shopper, is a savvy saver who deserves to feel great.
Looking for some great deals right now? Check out our best bargains here.
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 for Brits.
With science confirming that discounts can spark the same feel-good chemistry as some of life’s, ahem, other indulgences - VoucherCodes is here to help the nation chase the rush responsibly, shop smart, and savour every pulse-raising, penny-saving high along the way.
Curious what kind of saver you are? Take a look at our fun savings personality finder to find out! Or, if you’re keen to sharpen your deal-hunting skills, settle in with a cuppa and dive in here.
