New study: happy shoppers spend £127 more per shopping trip
The Voucher Cloud study polled 2,143 UK residents with an even split of male and female respondents, all of whom were over the age of 18 and in full-time employment.
Initially, respondents were asked to indicate whether they felt they were likely to spend more money when they were happy or when they were unhappy. 43% stated that they were likely to spend more when they were unhappy, with 73% of those respondents citing the desire to treat themselves to boost their mood.
However, 52% of respondents indicated that they were most likely to spend more when happy, with the remaining 5% stating that their mood made no difference to their spending.
These respondents were then asked why they were likely to spend more when happy. Respondents were able to select all answers they felt were applicable, the results of which were as follows:
|Positive personal news||62%|
|Promotion or salary increase||53%|
|Seasonal happiness (Christmas etc)||44%|
|Good will, purchasing a gift for someone||34%|
In order to quantify the figures, the survey then asked the same respondents to indicate how much extra they would spend during a shopping spree as a result of their good mood. Researchers collated all of the answers and generated an average increase per shopping trip of £127.
Matthew Wood of Vouchercloud.com said: “I think that the results of this survey are very telling. The traditional view has been that people will go on a shopping spree or purchase a ‘treat’ item to cheer themselves up when feeling unhappy. However, what this survey has shown, is that happy people spend actually spend more than unhappy people, perhaps because they are feeling more generous and care-free.”
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