UK shoppers are no longer simply price-sensitive but they are emotionally invested in the process of securing bargains, a latest report has found, highlighting how most consumers reported experiencing a dopamine “rush” from finding a bargain.
According to a new nationwide data from VoucherCodes.co.uk, UK consumers are increasingly experiencing a powerful emotional reaction when they secure a great deal.
86 per cent of consumers reported experiencing a dopamine “rush” from finding a bargain. For many shoppers, the joy of landing a deal is no longer just a financial win – it’s a psychological trigger that heightens the overall shopping experience.
37 per cent of respondents claimed they actively share their savings with others, indicating that the thrill of getting a great deal is no longer just about personal satisfaction, but about sharing the emotional win with peers, highlighting a clear organic awareness opportunity for brands sharing discounts.
A further 24 per cent of shoppers report that the high from securing a great deal lasts for more than an hour, while 8 per cent claim the emotional satisfaction can extend for days.
Retailers can capitalise on this lasting satisfaction by positioning discounts as part of a broader customer loyalty strategy – one that keeps shoppers consistently coming back for more.
The research highlights the growing importance of discounts and promotions as a tool not only for attracting customers, but for fostering long-term loyalty. 66 per cent of respondents reported that the rush of securing a deal left them wanting more, while 53 per cent admitted to actively hunting for discount codes or waiting for sales events before completing a purchase.
Moji Oshisanya, chief commercial officer at VoucherCodes.co.uk, says: “Our research clearly shows that the rush of securing a bargain is a powerful purchase trigger for UK consumers. For retailers, this presents a unique opportunity to engage shoppers in new ways – by offering not just discounts, but creating experiences that trigger those dopamine-driven emotional responses.
“Whether it’s through limited time offers, personalised savings, or exclusive deals – retailers need to consider the psychological impact of pricing and promotions.
“The data suggests that offering regular, psychologically rewarding experiences through discounts can build customer loyalty and drive repeat purchases. Notably, 37% of consumers say that getting a great deal makes them want to share it with their friends – a clear sign that discounts can spark both emotional satisfaction and social connection.
Retailers that tap into the emotional aspect of shopping will be better positioned to engage and retain customers long term.”