The Bargain Bragger Generation is Here (Consumer)

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• Over 24 million Britons describe themselves as bargain shoppers
• ‘Bargain Bragger Britons’ know their finances inside out, down to the exact pound
• Wales and Scotland are Britain’s bargain hunting champions

The trend for flaunting the latest labels and expensive brands is now a distant memory, with the latest research from Unbiased.co.uk revealing that the UK is now a nation of proud ‘Bargain Braggers’. Unbiased.co.uk's Get Saving!* research reveals that half of all Britons (24.3 million) classify themselves as ‘Bargain Spenders’, shunning expensive items in favour of cheaper ones and they are more than happy to shout about their bargain from the rooftops. And with Primark’s flagship store causing scrums on London’s Oxford Street, it looks like the ‘Bargain Bragger Briton’ is here to stay.  

The good news is that the ‘Bargain Bragger Briton’ keeps a close eye on his finances. Two thirds of our bargain proud shoppers (66%) know their bank account balance down to the nearest £10, compared to a national average of only 58 per cent. Bargain shoppers also have a better awareness of their current debt levels, with 63 per cent being able to specify the amount they owe down to the nearest £10 (national average: 58%).

But it seems the Bargain Bragger Briton phenomenon has swept the nation at a different pace. Wales and Scotland are battling for the title of ‘bargain hunter hotspots’, with a whopping 55 per cent of the respective population classifying themselves as ‘Bargain Spenders’ (national average: 50%). Londoners and people in the South West in contrast have yet to be fully hit by the bargain wave – with less than half seeing themselves as ‘Bargain Spenders’ (47% and 46% respectively). 

David Elms, Chief Executive of Unbiased.co.uk, commented: “Our Get Saving! research shows the kudos of wearing designer labels is a thing of the past. Bargain hunting has turned into the nation’s favourite hobby and more and more people are proud to shop for the best deal and flaunt it. It does however leave you to wonder what bargain hunters are doing with the money they save by being a bargain hunter – and while recent research suggests that Britain’s propensity to save has shown some improvement over the last year, much more remains to be done.

“Why not take a moment to have a look at Unbiased.co.uk's Budgeting Tool to work out what you are spending your money on each month and how much is left for other things such as savings – you can also find details of a local IFA who can advise you on the best home for your savings”

To take control of your spending and borrowing, download your free copy of Unbiased.co.uk’s dedicated guide - Join the Savings Revolution - which looks at how you can budget to save more, and options of where to put any extra money.  You can also utilise the online budget planner and access a series of tips on how to Get Saving!

To obtain details of local independent financial advisers to talk though the most suitable savings options for you visit www.unbiased.co.uk/getsaving or call 0800 085 3250

* The Get Saving! 2006 report was produced for IFA Promotion by RAKM, and is partly based on an analysis of Inland Revenue, ONS, DWP Family Resource survey, Bank of England and ABI along with a specially-commissioned face-to-face consumer survey of 2,705 UK individuals (15+), conducted by YouGov during October 2006.  With detailed queries on the report, call Paul Hersey at RAKM on 01737 216 940.  To view and download previous Get Saving! reports visit www.unbiased.co.uk/getsaving 

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020 7294 3682 or search online at www.unbiased.co.uk/media

1.      Independent Financial Adviser Promotion

Unbiased.co.uk is the consumer brand of IFA Promotion, the organisation established in 1989 to promote the value and accessibility of independent financial advice to the public. It represents around 9,000 firms of independent financial advisers across the UK, incorporating over 17,000 registered individuals. These individuals hold over 20,000 incremental qualifications which are each individually verified by the awarding body. IFA Promotion welcomes the prominent display of incremental qualifications and further developments into the credentials of independent financial advice. 

IFA Promotion is sponsored by 29 leading financial institutions, and in the past 12 months, over 600,000 consumers and businesses used unbiased.co.uk to find local independent financial advice.

IFA Promotion believes Independent financial advice should be:

• Affordable. The option to take independent financial advice should be available, by right, to all - not just the wealthiest in society.

• Convenient. IFAs should be available in the location of the consumer’s choice, wherever they live in the UK.

• Transparent. It must be clearly transparent to consumers who is able to offer independent financial advice and who is not.

  2.      Independent Financial Adviser Promotion’s sponsors

  Aberdeen Asset Management	London Mortgage Company
  Abbey	Lincoln Financial Group
  AEGON Scottish Equitable Plc	Mortgage Express
  Alliance Trust	National Savings & Investments
  AXA Life	New Star Investment Funds
  Bright Grey	Norwich Union Life
  BUPA Health Services	Prudential
  Canada Life Ltd	Scottish Life
  The Children’s Mutual	Scottish Life International
  Clerical Medical Investment	Scottish Widows Plc
  Defaqto	Skandia UK Group
  Friends Provident	Standard Life Assurance Company
  Tomorrow	Unum
  Invesco Perpetual	Zurich Intermediary Group
  Legal & General

  Registered Office: IFA Promotion Ltd, 90 St. Vincent Street, Glasgow G2 5UB. Registered in Scotland: No. 114606

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