London, Oct 25 (ANI): Britain is a nation of bargain hunters, as the savviest among them spend up to 130 days of their lives searching for the ultimate value-for-money deal, a new survey has revealed.
Hit by major recession, Brits are increasingly going to remarkable lengths to save money.
A decade ago customers spent an average of five minutes contemplating prices, but many of today's shoppers spend at least 20 minutes in the aisles - and nine percent of keen bargain hunters take a calculator with them, the Daily Mail reported.
Research conducted by budget retailer Poundland shows that over 56 percent of British families have cut back more than half of their weekly spend since recession hit.
"More than ever, the pressure is on shoppers to make their money stretch further as they spend increasing amounts of time and energy worrying about how to avoid going over budget," Jim McCarthy, CEO at Poundland, who conducted the research into weekly spending habits, said.
"Poundland attracts savvy shoppers who know what a real bargain looks like. With every item priced at just 1 pound, there won't be any nasty surprises at the checkout," he said.
Three quarters of shoppers have ditched luxuries such as clothes, and almost half of UK families have stopped purchasing air fresheners.
Thirsty adults are also leaving temptation at the door, with 44 percent omitting alcohol from their baskets.
Thanks to the recession, Britain has seen a sharp decline in the amount of "fun" family purchases or things that will "make the kids smile."
"It's a sad reality that families are cutting back on 'treat' items and sticking to the real essentials," McCarthy added. (ANI)