Brits consider themselves savvy shoppers

New research has revealed that although 86% of British consumers consider themselves savvy shoppers, realistically very few know the value of the items they buy: a startling 90% of the public admitted that they did not know the price of a tin of baked beans.

The research, commissioned by Chevrolet, reveals that although Britons are not as talented at getting value for money as they believed, a new determined breed of savvy shoppers are making an effort to go ‘that extra-mile’ in search of value for money when shopping for either food, clothes and a car. 39% of Brits visit more than one shop to compare prices on items, whilst 16% research online before heading to the shops.

60% of Brits cited forward planning and the ‘hunter-gatherer’ instinct as the most important attributes to getting best value for money, with 22% of Brits already purchasing their 2007 Christmas presents in the January sales. With increased debt levels and the rise of multiple-price websites, Britons are more determined in getting value for money.

On a regional scale, the UK’s shopping habits couldn’t be more different. The savviest shoppers in the nation are the Scots with 68% using either a multiple-price website or visiting more than one shop to compare prices on goods before they purchase. However shoppers in Northern England were found to be the least savvy with 51% buying on impulse instead of searching for deals.

Northern Ireland consumers forward plan their shopping more than anywhere: over a quarter wait for the sales to do their shopping. 28% of East Anglian shoppers prefer looking for deals in retail outlets instead of spending long hours browsing in different shops.

Professor Leigh Sparks, Director of Retail Studies at the University of Stirling, says: “Today’s shoppers are desperately trying to take advantage of all tricks-of-the-trade to ensure they pay what they want without sacrificing quality or style. However, we need to go back to square one and do some detailed price awareness homework if we are to become a nation that knows how to get value for money.”

Les Turton from Chevrolet – a brand synonymous with value for money – comments: “Our research has discovered that although British consumers think they are savvy shoppers, they’re unaware of the value of everyday items they buy. Consumers need to become price-aware as if they don’t know the price of a product, whether it’s food or a car, then they don’t know if what they’re paying is value for money.”