Croydon has emerged as the UK’s most money-savvy area, with residents topping the charts for online searches related to deals, coupons, and vouchers. New research conducted by the coupon site Bountii analysed Google Keyword Planner data, revealing that Croydon residents search for money-saving terms 37% more than the average UK resident, highlighting their determination to stretch their budgets during challenging economic times.
The study examined monthly search data for terms such as “vouchers,” “codes,” and “coupons” across various UK locations, adjusting for city size to identify the areas where residents are most actively seeking online deals. Croydon stood out with 16,041 average monthly searches for savings-related keywords, equating to 84.71 searches per 100,000 total Google searches. This makes Croydon the top location in the UK for bargain hunters, far outpacing the national average.
Croydon Leads the Way
According to the data, “Groupon” is the most popular deal-related search term in Croydon, reflecting a strong inclination towards using well-known platforms to find discounts. This trend is not unique to Croydon; “Groupon” was found to be the most searched term across all cities in the UK, underlining its dominance in the online discount market.
Fred Harrington, CEO of Bountii, commented on the findings: “According to the data, residents in Croydon have shown that they understand the value of searching for vouchers and coupons online the most. Taking the time to find the best deal when shopping online not only helps to stretch your budget but also allows shoppers to feel a sense of achievement.”
St Helens and Birmingham Follow Closely
St Helens, located in Merseyside, ranked as the second savviest area in the UK. The data shows that residents of St Helens search for deals and coupons 9,844 times a month, which equates to 83.73 searches per 100,000 total searches. “Discount for teachers” was a particularly popular search term in St Helens, second only to “Groupon.”
Birmingham, the UK’s second-largest city, claimed the third spot on the list. With 77,338 average searches for discount-related keywords, Birmingham residents conducted 82.14 searches per 100,000 Google searches each month. The city’s residents were particularly interested in finding a “SHEIN discount code,” following “Groupon.”
Cities With a Keen Eye for Deals
Oldham and Bolton secured the fourth and fifth positions, respectively. Oldham residents conducted 80.37 searches per 100,000, while Bolton residents were not far behind with 80 searches per 100,000. Similar to St Helens, Bolton residents showed a strong interest in “discounts for teachers,” making it the second most popular search term in the area after “Groupon.”
Blackburn, Walsall, and Liverpool also featured prominently in the rankings, with these areas demonstrating a consistent eagerness to find online deals. Liverpool residents, in particular, searched extensively for discounts on popular online shopping platforms like “ASOS,” in addition to the ubiquitous “Groupon.”
The top ten areas home to the savviest shoppers in the UK
| Rank | Location | Estimated Total Monthly Google Searches | Average Monthly Keyword Searches | Keyword Searches (per 100,000 Total Searches) |
| 1 | Croydon | 18,936,462 | 16,041 | 84.71 |
| 2 | St Helens | 11,758,956 | 9,844 | 83.72 |
| 3 | Birmingham | 94,151,874 | 77,338 | 82.14 |
| 4 | Oldham | 10,766,611 | 8,653 | 80.37 |
| 5 | Bolton | 18,576,661 | 14,861 | 80 |
| 6 | Blackburn | 9,219,610 | 7,192 | 78 |
| 7 | Walsall | 11,587,713 | 8,990 | 77.58 |
| 8 | Liverpool | 52,402,054 | 40,128 | 76.58 |
| 9 | Blackpool | 7,772,585 | 5,951 | 76.56 |
| 10 | Preston | 12,935,480 | 9,878 | 76.36 |
Oxford and Cambridge: The Least Savvy
In stark contrast, residents of Oxford and Cambridge were found to be the least engaged in seeking out online deals. Oxford, in particular, recorded just 1,125 searches a month for saving-related terms, equating to only 19.21 searches per 100,000 total searches—69% below the national average. Cambridge followed closely with 29.3 searches per 100,000, suggesting that residents in these historic university cities may feel less of a budget squeeze or prioritise time over savings.
Wider Implications
As the UK grapples with the ongoing cost-of-living crisis, the study sheds light on regional differences in consumer behaviour. While some areas, like Croydon, are taking proactive steps to maximise their purchasing power, others appear less inclined to seek out savings. Harrington noted, “While most of the UK is feeling the cost-of-living crisis, those living in Oxford and Cambridge are the least likely to search for coupons and deals online. It could be that those living in these cities are feeling less of a budget squeeze and would rather save their time over their money.”
The study offers a glimpse into the varying financial priorities across the UK, reflecting both the economic challenges faced by many and the different ways in which people are adapting to these pressures.
For more information, please visit https://bountii.coupons/.