It’s no secret that Brits love a good bargain, with nearly 90% saying they’ve waited for a sale at some point before making a purchase. Whether looking for a reduced piece of tech or a designer item at a fraction of the price, sales can offer a valuable opportunity to grab a bargain, but what are the top products British shoppers are most eager to snap up during a sale?
To find out, credit card company Aqua conducted a nationwide survey of 2,017 participants to gain insight into the UK’s shopping habits, shedding light on who is most likely to wait for a sale, what they buy, and how often they overspend.
Is waiting for a sale worth it? New survey reveals the UK’s shopping habits
| Rank | Product type | % of Brits who wait for a sale before buying |
| 1 | Electronics (e.g. TVs, phones, gaming consoles) | 48% |
| 2 | Home appliances (e.g. refrigerators, dishwashers, washing machines) | 45% |
| 3 | Furniture (e.g. sofas, beds, rugs) | 42% |
| 4 | Seasonal clothing (e.g. purchasing a winter coat in spring) | 41% |
| 5 | Travel (e.g. flights, hotel stays) | 31% |
| 6 | Luxury items (e.g. jewellery, watches, handbags) | 28% |
| 7 | High-end brand or designer clothing | 24% |
| 8 | Groceries and household essentials (e.g. bulk items, specialty foods) | 22% |
| 8 = | Toys and games (e.g. board games, video games, children’s toys) | 22% |
| 9 | Fitness and sports equipment (e.g. treadmills, exercise bikes, outdoor gear) | 18% |
Nearly half of Brits (48%) wait for discounts on electronics, such as TVs, phones, and gaming consoles, with men (52%) being more likely to do so than women (44%). The 35-44 age group stands out as the most patient, with 53% holding out for a sale before making a purchase.
89% of Brits have waited for a sale before making a non-essential purchase, with nearly a quarter (23%) admitting they do so regularly. Generation X and Millennials are the most strategic shoppers, with 31% of both age groups frequently holding off for better prices. In contrast, only 10% of those aged 65 and over do the same.
One in eight Brits (12%) say they always or often regret buying during sales. Men are slightly more likely to experience buyer’s remorse than women, with 5% of men consistently regretting their sale purchases, compared to 3% of women.
Additional findings:
- Nearly a third (31%) of Brits say limited-time offers make them feel like they’re getting a better deal, while 24% admit these tactics push them to buy faster than they normally would.
- 51% of shoppers say they are primarily motivated by financial savings, with 39% of Brits believing they save around 10-20% on each sale purchase.
- Sharvan Selvam, Commercial Director at Aqua, shares valuable advice on how to best approach sales shopping.
