A recent study has shown that many shoppers experience a sense of excitement, or a “buzz,” when they secure a good deal, with this feeling often lasting for hours after the purchase. The research, based on a survey of 2,000 shoppers, revealed that 85% of savvy consumers derive pleasure from snagging a bargain, particularly when they save around £106 on larger purchases or purchase items at a 20% discount compared to the original price for smaller products.
The study also found that significant reactions occur when shoppers save on big-ticket items, holidays, or utilize loyalty points for purchases. Common triggers for this shopping thrill include saving on desired items, buying products at half the price, or obtaining better deals than anticipated. Consequently, approximately three-quarters of individuals actively share their successful shopping experiences with others.
Neuroscientist Nicole Vignola, in collaboration with Virgin Red, explained that the brain’s dopamine system plays a crucial role in this phenomenon. She highlighted that the brain’s dopamine release is particularly heightened when an outcome exceeds initial expectations, leading to a surge in positive emotions. The research, conducted by Virgin Red, a rewards program enabling members to earn points through everyday spending, indicated that using loyalty points and vouchers are popular methods among Brits to save money and enhance the excitement of finding a bargain.
The data from OnePoll.com further revealed that two-thirds of shoppers utilize discount codes, while 52% consistently accumulate points during their purchases. Additionally, a strategic approach adopted by three-quarters of respondents is to delay purchases until better deals are available, such as waiting for items to go on sale or accumulating sufficient points for savings.
Vicki Simpson from Virgin Red emphasized the positive impact of saving on individuals’ well-being, stating, “This research confirms that saving brings joy to people.” She added, “It’s rewarding to know that our members experience a dopamine rush each time they unlock new experiences with points, whether it’s a simple coffee, a movie outing, or a once-in-a-lifetime adventure, transforming everyday moments into lasting happiness.”