The bargain bragger Briton generation is here

The trend for flaunting the latest labels and expensive brands is now a distant memory, with the latest research from Unbiased.co.uk revealing that the UK is now a nation of proud ‘Bargain Braggers’.

Unbiased.co.uk's Get Saving! research reveals that half of all Britons (24.3 million) classify themselves as ‘Bargain Spenders’, shunning expensive items in favour of cheaper ones and they are more than happy to shout about their bargain from the rooftops. And with Primark’s flagship store causing scrums on London’s Oxford Street, it looks like the ‘Bargain Bragger Briton’ is here to stay.

The good news is that the ‘Bargain Bragger Briton’ keeps a close eye on his finances. Two thirds of our bargain proud shoppers (66%) know their bank account balance down to the nearest £10, compared to a national average of only 58 per cent. Bargain shoppers also have a better awareness of their current debt levels, with 63 per cent being able to specify the amount they owe down to the nearest £10 (national average: 58%).

But it seems the Bargain Bragger Briton phenomenon has swept the nation at a different pace. Wales and Scotland are battling for the title of ‘bargain hunter hotspots’, with a whopping 55 per cent of the respective population classifying themselves as ‘Bargain Spenders’ (national average: 50%). Londoners and people in the South West in contrast have yet to be fully hit by the bargain wave – with less than half seeing themselves as ‘Bargain Spenders’ (47% and 46% respectively).

David Elms, Chief Executive of Unbiased.co.uk, commented: “Our Get Saving! research shows the kudos of wearing designer labels is a thing of the past. Bargain hunting has turned into the nation’s favourite hobby and more and more people are proud to shop for the best deal and flaunt it. It does however leave you to wonder what bargain hunters are doing with the money they save by being a bargain hunter – and while recent research suggests that Britain’s propensity to save has shown some improvement over the last year, much more remains to be done.

“Why not take a moment to have a look at Unbiased.co.uk's Budgeting Tool to work out what you are spending your money on each month and how much is left for other things such as savings – you can also find details of a local IFA who can advise you on the best home for your savings”