Brits are twice as likely to boast about a bargain than a promotion

A poll, of 2,000 UK adults, found 55% rarely – or never – talk about their biggest life successes, but when it comes to money-saving wins, they can’t keep it a secret for long.

More than a third (35%) love to shout about a simple bargain, compared to other milestones such as passing their driving test on the first try (16%), the arrival of a first child or grandchild (14%), or buying a house (13%).

It comes as two in 10 feel a surge of pride when they land a great deal, with 37% admitting they’ll tell others immediately or the very same day.

Nearly three in 10 (28%) said the only time they feel comfortable discussing money is when it’s about a bargain. And while 17% insisted they don’t like to ‘show off’, they admitted to making an exception when it comes to savvy spending.

The study, commissioned by TopCashback to celebrate its 20th birthday, found clothes and shoes (75%) are the most common bargain-brags, followed by tech gadgets (69%) and flights or holidays (64%). Other popular topics to boast about included groceries (35%), meals out (21%), and household bills (20%).

Brits also set high standards for what counts as a true bargain – with an average discount of 36% needed before they’ll start shouting about it.

But in true competitive spirit, nearly one in five (19%) have even exaggerated their savings – and those who do so big them up by an average of 20% to make their deals sound even more impressive. Feelings of joy are common after bagging a bargain, with 26% feeling ‘lucky’, 21% ‘thrilled’, and 11% admitting to ‘smugness’.

Adam Bullock, UK director at TopCashback, said: “We know Brits are modest when it comes to personal achievements, but when there’s a bargain involved, we’re clearly quick to share the news.

“Whether it’s a holiday, the weekly shop, or a new outfit, people take real pride in making their money go further. This research shows that saving well has become just as big a talking point as spending.”

Nearly two fifths (38%) confessed they actually get more satisfaction from saving money than from spending it, with people securing an average of four great deals per month.

The research revealed people are most likely to show off about purchasing something expensive if they scored a phenomenal discount (45%), followed by earning a significant cashback and making big savings (19%).      

The nation’s favourite bargain-brag phrases included “It was on sale” (41%), “I used a discount code” (28%), “I got cashback on it” (21%), and “I haggled for the price” (11%).

When it comes to spreading the word, half (51%) said they’d first share a bargain with their partner or spouse, more than a third (35%) would tell close friends, and 27%would confide in parents or siblings.

Some even wait for a compliment before spilling the secret, with 7% admitting they only reveal their savings when someone comments them on the item.

On behalf of the brand, whose members have earned more than £1 billion in cashback over its 20 years, Adam Bullock added: “As we celebrate our 20th birthday, we want to champion the nation’s bargain hunters and help our existing members to commemorate this milestone by offering rewards when they refer a friend.

“Savvy spending isn’t just good for your wallet. It’s something we all love to talk about, often with the intention of helping others benefit too. In fact, one in five say they share their savings specifically to help friends and family get the same deal.

“So, whether you’re saving with cashback, discount codes, or simply shopping smart, it’s clear that finding a great deal is something worth celebrating.”