A TOTAL of 28.65 per cent of online shoppers from Bradford have grabbed a bargain ahead of Christmas, according to a survey.

OnBuy.com surveyed 3,480 shoppers to uncover British attitudes towards deals and discounts. After utilising Google Ads’ online search analytics tool, they can also reveal which UK city is the most deal-savvy in the lead up to the holidays.

OnBuy.com discovered that those living in Leicester are the most dedicated to saving money. Each month, Leicester residents make 177,490 searches each month for ‘discounts’, ‘sales’ and other cost-reducing terms. A whopping 69.60 per cent of online users in the city have looked for simple ways to save some cash.

The survey discovered 17 per cent of Brits choose not to use discount codes because they feel embarrassed to present them at check-out.

The 17% who feel embarrassed are missing out on hundreds of pounds worth of savings each year; those who search for discounts save £9.50 per week on average – that’s £494 saved annually by savvy spenders!

Although big brands such as Nike, Topshop and Tesco offer discounts daily, less than 3 in 10 (29%) make use of them.

Despite the fact that many don’t utilise discount codes, there are still 8,438,580 searches made every month from Brits looking for ‘discount codes’.

According to Google search volumes, UberEats, ASOS, Argos and Currys are among the favourites.

Interestingly, food discounts are the most appealing to spenders as 83% make an effort to scour for UberEats, Deliveroo and other takeaway offers. Each month there are 614,750 searches for UberEats discounts and 214,510 searches for Deliveroo discounts.