New research has revealed that as many as 1 in 7 bargain hunting Brits hasn't paid full price for any new item they have purchased in the last three months.
Food items, clothing and electronics were the most likely items to be bought for a discounted price and Debenhams, Tesco, BHS and Matalan were revealed as the retailers in which shoppers were most likely to pick up a bargain.
www.VoucherCodesPro.co.uk conducted the research as part of an ongoing study into the money saving habits of Britons.
They discovered that 41% of people 'always' looked for the cheapest options when shopping for products, both online and in store.
51% said the 'prevalence of sales and discounts' was the reason for buying discounted goods and 39% blamed their 'eagerness to find a bargain'.
When asked which items they were most likely to buy at a discounted price, 'food items' was the most common answer (26%), followed by 'clothing' (21%) and 'electronics' (18%).
Debenhams was revealed as the store in which shoppers are most likely to pick up discounted goods, followed by Tesco, BHS and Matalan.
"When out and about shopping, whether it's for food or a new outfit, it's always a good idea to take a few moments to look around and check that you're getting the best deal. You might find that if you just cast your eyes down to the shelf below, you'll see a very similar product for a fraction of the price of the one you were going to buy."
If you fancy picking up a bargain of your own, take a look at our money saving tips for the discount savvy.
Three ways to avoid paying full price
1. If you've just finished your exams, why not go out and treat yourself with 10% student discount with a Matalan Reward Card. Offer ends Saturday 31st May.
2. If you don't fancy hitting the shops and missing out on the sunshine then why not shop online? Get £15 off your first grocery order when you spend £60 or more at Tesco.
3. Planning a holiday? Get £75 off family holiday bookings at easyJet Holidays until Saturday 31st May.