- Half of UK consumers (49%) will ditch their favourite brands instantly if a rival offers a discount code.

- 75% of UK shoppers use a discount code at least some of the time when online shopping.

- Only 4% of online shoppers say they NEVER use a discount or voucher code.

When it comes to parting with hard-earned cash, Brits are looking for a bargain. A bombshell new study has revealed that three-quarters of UK shoppers now flatly refuse to pay retail prices, with millions turning into digital "code hunters" to survive the cost-of-living crunch.

The data showed that 1 in 6 now rely on online discount code and voucher sites due to the ongoing cost-of-living crunch. According to the data from MyVoucherCodes, saving money has become an obsession.

A massive 33% of us now never buy anything online without a discount code, while a mere 4% of purists still pay full price. And it seems that brand loyalty is dead, as almost half (49%) of those asked would ditch a brand they know if a discount code is on offer elsewhere.

Shopping and lifestyle expert, Sarah-Jane Outten at MyVoucherCodes said, “Shoppers now expect a discount code at checkout, with many leaving the site before checkout to source one. British consumers can no longer afford to stay loyal to a brand that doesn’t offer a discount code. Times are hard, and consumers need their money to go further’

When looking for a discount code, Sarah-Jane has shared her top tips:

- Sign up for the newsletter for new customer discount codes and free shipping. Set up a separate email address for this so you don’t overload your main email address. It also makes it easier to go back and find the discount code later.

- Always check the banner at the top of the page when visiting your favourite sites. There is often a discount code available that isn’t automatically applied at checkout.

- Check discount and voucher code websites like MyVoucherCodes. New discount codes are added every day, and they cover hundreds of brands. As well as this, there are often exclusive discount codes that you won’t find elsewhere.

- If you find something you love on the high street, check if the brand has a discount code available online and order from there. In fact, sometimes the price is lower online, even from the same brand or retailer.

ENDS-

Notes to Editors - All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2252 adults. Fieldwork was undertaken between 29th - 30th April 2026. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).”

About MyVoucherCodes: MyVoucherCodes is a market-leading voucher, coupon and discount deals website based in the UK. It has around five million consumer members who receive daily emails featuring the best selection of deals, vouchers, and offers from a wide range of retailers, including fashion, beauty, restaurants, electronics, and many more. It works with more than 2,500 retailers to offer more than 25,000 vouchers or discount codes.

Media Contact: Sarah-Jane Outten, PR Specialist, sarah-jane.outten@futurenet.com

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