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New research into the online spending of UK consumers has revealed that more people are relying on price comparisons to make online purchasing decisions.

A survey of 2,000 UK adults carried out by product and price monitoring service, Skuuudle, found that almost half of British people (41 per cent) now spend more time comparing prices online for a single item before buying, with over a third (35 per cent) saying that price comparison would be very important when Christmas shopping this year.*

Prior to the coronavirus outbreak, the average UK consumer spent 24 minutes comparing prices online before purchasing.

As part of the research, respondents were also asked about the types of offers and incentives that would entice them to buy from a particular brand or business; surprisingly, 60 per cent cited free delivery as the most attractive option, ahead of discounts (59 per cent), voucher codes (33 per cent) and seasonal sales (28 per cent).*

The coronavirus outbreak is also driving shoppers to give more consideration to Black Friday savings, with a quarter (25 per cent) saying that they will be spending a lot more time searching for deals this year.*

The findings, which highlight the growing importance of online shopping since the coronavirus outbreak, reflect those of the Office of National Statistics (ONS), which reported that 27.5 per cent of sales in September took place online, compared with just 20 per cent in February.**

“Bricks and mortar retailers have had a tough year, with consumers increasingly moving online and a second lockdown forcing the closure of ‘non-essential’ stores,” says James Hilton, CEO at Skuuudle.

“There’s no question that the shift towards online spending is here to stay, with financial pressures making consumers more price-sensitive than ever before. They are also savvier when it comes to deciding how and where they’re going to spend their money; they want to be able to do their research and identify those brands that best suit their budget, without compromising on quality.”

When it came to priorities for shopping this festive season, 38 per cent of shoppers said they would be spending more money on food and drink versus the same period in 2019, followed by technology (17 per cent) and home furnishings (13 per cent).*

Hilton adds: “In order to remain competitive, brands need to ensure they’re keeping track of competitor pricing as well as offering added extras that make shoppers feel valued. This approach will go a long way to attracting price-conscious consumers - and keeping them in the long-term.”