Shoppers now paying more attention to discounts than ever before.
Discounts and vouchers are increasingly becoming a driving motivator for consumer purchases, new research suggests.
A survey from online credit information provider, Equifax, revealed that 48.5% of people only shop for clothes, books and other consumer goods when there are discounts available.
Over a third (37%) of consumers who responded to the survey also said they are signed up to voucher schemes alerting them to deals.
More than three quarters of respondents also said they had no qualms about using discount vouchers.
“Discounts and vouchers are definitely becoming the currency of the 21st century” said Neil Munroe, external affairs director of Equifax.
“Our research indicates that any embarrassment about using them is quickly put aside. Indeed, with nearly half of respondents saying they tell friends, family and colleagues about discounts and pass on vouchers, it almost seems that it is a badge of honour of good financial management,” he added.