A poll of 2,000 adults ahead of Black Friday found 76% go out their way to seek a bargain even if they can afford to pay full price.
Saving hard-earned cash (56%), getting more for their money (31%) and feeling savvy and resourceful (22%) were the main reasons behind a long-lasting 'glow' of a great save.
Behavioural psychologist, Jo Hemmings, said: "This glow feels especially significant when we are making a long-term saving rather than an immediate, one-off purchase, because we can see how it benefits us over a period of time."
Lewis Henry from iD Mobile, which commissioned the poll, said: "Our research shows that the UK is a country that increasingly loves a good deal and is willing to put in the effort to find one."
"Whether it's a big purchase, like a new phone, or something which could save a few pounds every month, there's nothing like the thrill of securing a bargain."
The research found Gen Z are the savviest saving generation, as 86% admit they go out their way to bag a bargain ahead of millennials (81%) and Gen X (78%).
The more youthful age groups are more likely to brag to others about their deals, too, with 70% of Gen Z and 62% of millennials likely to tell others about their exploits compared to just 49% of boomers.
The top thing people most look for value on includes groceries (58%), clothing (56%) and electronics (44%). Others love the thrill of saving money on long-lasting deals, as 29% said getting a deal on their mobile phone contract was important, as well as home utility bills (31%).
Lewis added: "The Black Friday period offers the perfect time to save big on something you may have had your eye on for a while, and it presents a great opportunity to experience that 'bargain glow' at its very brightest."
There are however some factors which hold Brits back from splashing out including a lack of need (55%) and budget constraints (39%).
Jo adds: "The combination of a cost-of-living crisis and the huge variance in costs of anything from mobile phone contracts to holidays - enhanced by designated sales events like Black Friday - means that far from feeling a 'cheapskate'.
"While bargain impacts all of us, it is younger people who have grown up with online shopping, and shopping around, as the norm - so it's no surprise they are the most motivated, purposeful and astute at finding the best deals available."
English (US) ·