A jump of 2% was recorded in prudent shopping between January and April by shopping behaviour research company Shoppercentric.
Shoppers were found to be aware of pricing and promotions, with offers such as ‘Buy one get one free’ and ‘3 for 2’ being the most popular.
The findings come from the independent company’s “Shopping through the Recession” report, which aims to track changes in shopper behaviour during the recession.
Coupons and voucher codes were found popular, with 47% taking advantage of loyalty schemes, voucher code websites and traditional coupon clipping.
Almost 28% of shoppers are now using the internet to download vouchers and get codes, with over three quarters saying they began doing so within the last twelve months.