Concerns about personal debt and interest rate rises are changing the way we shop according to a new study of over 2,000 consumers’ shopping habits in the region.

More than 70 per cent of consumers in the South West would now describe themselves as “bargain shoppers”, according to research by Swindon Designer Outlet, who expect everything they buy to have some form of discount, whether through a loyalty scheme or seasonal sale.

It also seems we will go to greater lengths to bag a bargain, with 26 per cent of us willing to travel an hour or over to bag a bargain, and 8 per cent two hours or over, the survey said.

Franco Muccini, centre manager at Swindon Designer Outlet said: "We're seeing the emergence of a new breed of shopper. People across all ages and incomes are now looking for permanent bargains.

“It's not a case of finding the cheapest price, but the best value.  These new shoppers are quite willing to splash out on luxury items such as designer clothes, as long as they can see a significant mark down on the original price."

Located off junction 16 of the M4, Swindon Designer Outlet has over 100 top name stores including Hobbs, LK Bennett, Marks & Spencer, Next Clearance and Quiksilver - all offering discounts of up to 50 per cent off typical retail prices.

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