New research from Vouchercodes has revealed that consumers are increasingly ’emotionally invested’ in securing discounts, with the thrill of a bargain going beyond just securing a saving, and delivering a psychological boost to overall shopping experiences.

As retailers prepare for their Black Friday Cyber Monday (BFCM) promotions, its poll of 1,500 UK shoppers showed 86% feel a ‘dopamine rush’ after securing a great deal.

Tapping into the ‘bargain buzz’

This ‘bargain buzz’ lasts for more than an hour for a quarter (24%) of customers, while 8% claim the emotional satisfaction of securing a discount can extend for several days after they have made their purchase.

“Our research shows that the rush of securing a bargain is a powerful purchase trigger for UK consumers,” said Moji Oshisanya, CCO at VoucherCodes.co.uk.

She added that this presented retailers with the opportunity to structure customer engagement in new ways, offering “not just discounts” but “experiences that trigger dopamine-driven emotional responses.” 

“Whether it’s through limited time offers, personalised savings or exclusive deals – retailers need to consider the psychological impact of pricing and promotions.”

Moji Oshisanya, CCO, VoucherCodes

Building emotional intelligence into discounting

Two thirds (66%) of respondents reported that the rush of securing a deal left them wanting more, while over half (53%) admitted to actively hunting for discount codes or waiting for sales events before completing purchases – spelling potential good news for retailers’ BFCM campaigns.

As the chase of securing a discount becomes a key element of the shopping experience, retailers who create a sense of anticipation or exclusivity around offers may yield higher engagement and conversion rates, as Oshisanya explained:

“Offering regular, psychologically rewarding experiences through discounts can build customer loyalty and drive repeat purchases. Retailers that tap into the emotional aspect of shopping will be better positioned to engage and retain customers long term.”