Which UK cities are the most deal-savvy?

Which UK Cities Are The Most Deal-Savvy?

Published: 22/10/2020
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With tonnes of new discount codes available each month for our favourite brands, millions of Brits use Google to save money and get their wish-listed products at a discounted price. As a result, OnBuy were keen to uncover who makes the most savings using these online tricks.

On average, Brits search for discounts and savings 27,912,760 times each month! Our Google search queries show that our favourite brand for promotional codes is UberEats, with 165,000 searches made each month from Brits looking to cut back costs on their favourite takeaways. But which areas of the UK seek a bargain the most? The OnBuy Deals team sought to find out which UK city is most deal-savvy by utilising Google Ads' search analytics tool.

Which UK Cities Are The Most Deal-Savvy?

Which UK cities are the most deal-savvy?

1. Leicester

OnBuy discovered that those living in Leicester are the most dedicated to saving money! Each month, Leicester residents search Google for cost-cutting terms 177,490 per month, with 51,420 searches being made for 'discount' on average each month and 41,330 searches for 'voucher'. In total, a whopping 69.6% of online users in the city have looked for simple ways to save some cash.

Interestingly, those living in Leicester earn £147 less than the UK's average of £550 per week, so it comes as no surprise that they're often searching for discounts. Their high ranking on the list could also be accredited to the city's vast combined student population of over 66,000 looking for deals whilst on a tight student budget.

2. Milton Keynes

In second place are Google users from Milton Keynes, as 46.39% are eager to bag some savings! From Deliveroo to Currys, 75,620 searches are made each month from Brits in this city who are enthusiastic to grab the latest deals.

Households in Milton Keynes are most keen to search for 'vouchers', with a total of 23,140 searches per month for the term. ASOS and UberEats appear to be the favourites, as 320 searches are made for both 'ASOS code' and 'Uber Eats promo code' each month.

3. Swansea

It appears that Swansea locals are the third most deal-savvy in the UK, as 42.2% of residents search for discounts online! OnBuy discovered that there are 17,590 searches for 'voucher', 14,420 searches for 'discount', and 9,090 searches for 'offers' every month, on average, with thousands of Brits making similar searches to bag discounts on popular brands.

Alongside other money-saving terms, those living in Swansea make a total of 51,900 Google searches for deals each month.

4. Darlington

Following in fourth are residents of the North Eastern city of Darlington. The city has 167,000 Google users and, according to our research, a whopping 41.99% of them scour the internet for the latest deals every month!

Brits in this area clearly love to make savings on food and household goods, as their favourite searches include 'Uber Eats promo code' and 'Argos discount code', which receive 390 and 320 online searches, respectively.

5. Dundee

Whether they're looking to ramp up their album collection or press play on their favourite DVDs and Blu-rays, in fifth position are those living in Dundee, Scotland. Out of the 233,000 Google users in the area, 93,270 of them keep an eye out for money-saving tips, tricks and techniques online - equivalent to 40.03% of citizens in the area.

Our analysis found that the most searched terms in Dundee include 'discount' and 'voucher', with 27,760 and 26,770 Google searches every month, respectively.

6. Royal Leamington Spa

Located in the heart of Warwickshire, residents of Royal Leamington Spa make 58,030 searches for cost-effective alternatives to their usual shop. With 148,000 registered Google accounts in the area, UberEats is once again the most popular brand Brits are searching for a discount code for, receiving 260 monthly searches, on average, every month.

Interestingly, of the 148,000 Google users in the city, 39.21% seem to be making a conscious effort to save money, with their favourite terms being 'voucher' (19,220 monthly searches) and 'discount' (15,970 monthly searches).

Which UK cities could be missing out on deals and saving money?

While many cities across the UK have made changes to their lifestyle in a bid to save some pounds, others haven't.

1. Slough

According to our analysis, Slough is the least deal-savvy city. Despite having 5,150,000 Google users, only 89,510 searches are made each month from locals looking for brand discounts - just 1.74%. Once again, UberEats proves to be the favourite for residents in the city, as 720 searches are made each month from those looking for 'Uber Eats promo code'.

2. Newcastle-upon-Tyne

Also among the least eager to save their money are those living in Newcastle. By hunting for the newest price deductions, just 2.89% of online residents in the North Eastern city do their best to be frugal with money. Whether they're looking for tools or electronics, only 170,220 out of 5,880,000 online users consider making cost-efficient changes to their purchases.

Despite the fact the average weekly salary in Newcastle is £140 less than the UK average (£550), Geordies put in significantly less effort than others to make savings and could be missing out on saving those all-important pennies.

3. Nottingham

Nottingham places in third, as just 3.03% of locals have attempted to make savings using online codes and promotions. With 147,780 online searches for online codes and promotions being made each month out of a possible 4,880,000, it's no wonder Nottingham is among the least cost-effective cities.

According to our analysis, UberEats and Deliveroo have the highest number of searches from residents looking to get money off, with 1,900 and 880 monthly searches, respectively.

4. Cardiff

Following in fourth position is Cardiff in Wales, where only 80,360 searches are made, on average, each month from residents looking to bag some bargains. This means that just 3.96% of online users make an attempt to save money every month!

Our analysis found that residents search Google for 'discount' and 'voucher' 24,210 and 23,940 times per month, respectively.

5. Manchester

Inhabitants from Manchester follow behind in fifth, ranking them amongst the least cost-effective Brits in the UK, as just 4.26% opt to save money through online discount codes and vouchers.

On average, there are 281,880 searches for offers and potential savings made each month, however that is out of a whopping 6,620,000, leading to their low position on the table. 'Money off' is the lowest ranking term with just 50 searches made monthly from people in the area.

6. Glasgow

The sixth least deal-savvy UK city is the Scottish city of Glasgow, with only 5.12% of Glaswegians attempting to look for discounts on Google. Even though 322,450 searches are made for discount codes and similar money saving terms each month, the number of residents in the city searching for deals is low due to the city's populous number of inhabitants (6,300,000).

Similarly to Mancunians, their least favourite term is 'money off' with only 70 online searches made from Google users every month.

Discount Codes Attitudes Survey

To delve deeper into Brits' attitudes towards discounts, we surveyed 3,480 shoppers from across the UK and found that:

  • 29% of Brits make a conscious effort to search for deals and discounts for products they're purchasing in-store or online
  • Of the 71% who don't, 34% said it was because they can't be bothered to search, 25% rarely find useful discounts, 19% forget to, and 7% were unaware they existed
  • Most shoppers who search for discounts use them for food (83%)
  • Email discount codes and offers are among the most motivating for shoppers (64%)
  • Just 17% of Brits don't use discount codes because they're embarrassed to do so
  • 14% of Brits spend over 2 hours every week searching for the newest bargains
  • In total, those who search for discounts save £9.50 per week on average


OnBuy found the most populous 100 UK cities using https://worldpopulationreview.com/countries/cities/united-kingdom and chose these cities to analyse. We then used Google Adwords' keyword planner tool to find the number of monthly searches made for discount codes in the top 100 cities.

The terms analysed include 'discount', 'code', 'money off', 'voucher', 'sales', 'offers', and 'savings'. The number of monthly searches for each term were then added up to find the total number of searches. Following this, we used Google Adwords to discover the number of signed-in users on Google in each city. This number was then used to discover the percentage of people searching for deals in each city.

OnBuy used ONS average weekly earnings data, released in October 2020, to find the average UK weekly salary. We also used ONS annual survey of hours and earnings data to find the average weekly salary per area.

OnBuy.com also surveyed 3,840 shoppers living in the UK in October 2020 to discover their attitudes towards discounts. The questions asked included: 1) Do you frequently search for online discounts?; 2) If no, why?; 2) If yes, what do you most frequently use discount codes for?; 3) Which of the following marketing methods are most likely to make you use discount codes?; 4) How long do you spend searching for discount codes each week on average?; 5) How much do you save on an average week using discount codes?

Modified on 2021-11-27

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