With Christmas around the corner, Brits are gearing up for an online shopping season like no other, with savvy savings front and centre of the nation’s mind. In fact, new research commissioned by Honey – a browser extension owned by PayPal that helps shoppers save time and money – has found that more than a third (37%) of Brits consider bagging a bargain as one of life’s greatest pleasures.

The research from Honey reveals the emotional connections we have when we find a shopping bargain, with over a quarter feeling more empowered that they’re actively managing their money better if they shop using a discount code or site.

That’s not the only emotion unleashed – the research also found that it can make Brits feel incredibly competitive, too. A quarter of adults (25%) admit they like to compete against friends and family to see who can find the best deals during key shopping events like Black Friday.

The study also shows the way we use discounts, and that Brits are becoming more shop savvy, particularly online, with 70% of us admitting to spending up to five hours a week looking for voucher codes and the average shopper having three tabs open at the same time to find a bargain online.

Since the pandemic hit in March, about 38% have spent more time searching. Two fifths (39%) all agreed that they would like to be offered more discounts when they finally get to the checkout rather than having to spend time searching for themselves.

With now being a great opportunity to save, 26% believe they are actively managing their money better when using discount codes or sites when shopping.