Bargain Britain It's official - Britain is a nation of bargain hunters, according to new NOP research released today. According to the research, nearly 30,000,000 Brits classify themselves as 'bargain hunters', whilst 44 per cent of all UK adults admit to being constantly on the look out for a bargain, even when not on a shopping trip. One in six men will even buy something if it is the wrong colour or size - simply because it's a bargain. Women 'bargain' better than men Women no longer need to hide a 'new pair of shoes', or 'another little black dress' at the back of their wardrobes - almost 70 per cent of British men admit that women are better at finding bargains.

'Clothes' (30 per cent) top the list of what's most commonly sought out, followed surprisingly by 'food and meals' (16 per cent), and then CDs and DVDs, with 11 per cent. Petrol prices with 5 per cent... Interesting! And it is no longer the older generation in search of a good bargain at local jumble sales; the best bargain hunters are between 31 and 45, indicating a younger British 'bargaining age'. Although Cherie Blair has recently been spotted purchasing bargain shoes over the internet, nearly one in four of the British public voted Carol Vorderman [pictured right] - who has always been good with numbers - as the celebrity they most associated with finding a bargain.

London tops 'Bargain League' of Britain

Although it has now become one of the most expensive cities in the world, almost a quarter of all Brits believe that the best bargain hunters in the UK can be found on the 'golden paved' streets of London, followed by Manchester and Glasgow, which polled 16 per cent of the UK vote each.

Browsing for bargains - up to an hour a time

The high street stills proves popular for bargain hunting, however almost eight million of us now turn to the internet for a good deal, on a regular basis. Furthermore, a staggering 1 in 4 of us browse for over an hour at any one time, on travel websites, in search of a bargain, and over 40 per cent of those who do browse, end up purchasing on-line.

'Pass-it-on' Britain

This bargain obsession is not something kept behind closed doors. In fact, the British public relish telling as many people as possible if they find a good bargain. According to the research, 87 per cent of people who find a good deal tell friends and colleagues, as soon as they can.

Lyneham Bargain Hunters

Many residents know when there is a bargain around; in particular the recent BP petrol station boycott last August, indicated that many motorists will search for cheaper petrol. Chippenham Motors in Lyneham, has been selling fuel at much higher prices locally for quite a while and angry residents boycotted the station to seek bargains elsewhere and show that they check their spending wisely..

Bad for relationships?

However, take note: bargain hunting may not be good for everyone. An alarming 40 per cent of men and almost 30 per cent of women admitted to putting off buying loved ones gifts until the last minute, or even after the event, if it meant they could get it at a bargain rate!

The British love a good deal, and women are leaving men behind at finding bargains.