How to Get the Best Online Shopping Discounts

Follow our advice to obtain the best deal, whether you're buying from Amazon or John Lewis, or from a smaller independent business.

Shop around if you want the best deal

This may seem obvious, but it is critical. Online retailers constantly adjust their prices, with some employing increasingly complex algorithms to ensure they are always less expensive than their competitors.

However, it is not necessary to check each site individually: price comparison engines such as Google Shopping, Kelkoo, and Price Runner will do the legwork for you.

You can be as particular or as broad as you like: if you know the exact brand, model, and colour you want, you'll receive highly detailed results; if you're just getting started and want a sense of prices, you can also use much broader search phrases.

Don't be duped by a 'was' price

It's natural to be delighted when you notice huge savings, but the 'was' price isn't always what it seems.

Some retailers utilise anchor pricing, which contrasts the original selling price with a considerably lower sale price, to fool customers into believing they are receiving a better deal than they are.

When we looked at products on sale across a variety of stores in the first six months of 2020, for example, we discovered some things that were on sale for more days than they weren't.

This featured two TVs at AO that were on sale for at least 90% of the time and a third that was on sale for 86% of the time. We discovered a Fitbit fitness tracker at Currys PC World for less than 30% of its original MSRP.

Consider product seasonality

Some products have a predictable seasonal rhythm, which means you're more likely to find a good deal at certain times of the year than others.

New TV models, for example, are typically released between April and July of each year. When a model is first released, it is at its most expensive; but, if you wait until later in the year, the buzz and pricing will have faded down. You might also wait until the new lines are available before purchasing a previous-year model at a reduced price.

Search for discount codes

Try Googling the name of the site you're buying from with the phrases 'discount code,' and you'll almost always find a slew of websites claiming to give discounts that will save you a bundle with your preferred merchant.

This can be a trial and error procedure because the best deals tend to expire or only be good for certain ranges from a retailer's website, but a working discount code can represent a big saving.

Simply copy and paste the code into the promotional code box when checking out on the website you're shopping on.

Try haggling. Yes, really

According to Which? research, it's worth using live chat to enquire if the company can offer a discount.

When our researchers attempted this strategy in 2017, they received 20% off from Boden, 12% off from Dell, and 10% off from The Perfume Shop.

Some merchants are more likely to give you a discount than others, but if you can show them that you found the identical thing cheaper somewhere else, they may be more willing to give you money off.

Join the mailing list

Retailers frequently provide a discount on your first purchase if you join their mailing list.

You can always unsubscribe once you've received the coupon and made your purchase, or set up a separate email account or folder for promotional emails that you don't want to read.

It's also worth following your favourite businesses on Facebook, Twitter, and Instagram so you're the first to know when new bargains are announced; there may also be competitions you can enter to win free goods.

Abandon your cart

Create an account with the store and ensure you're signed in before adding items to your basket, proceeding to the checkout, and leaving the website without completing your order.

This is known as an 'abandoned cart,' and it will frequently result in an email being sent to you, often with a discount code to entice you to return and complete your purchase.

Use click and collect

Some retailers demand exorbitant shipping fees for internet shopping.

If your preferred retailer has a nearby branch or offers the option to click and collect from a local pickup place such as a convenience store or other shop, you can frequently save a few pounds on shipping.

Earn as you spend 

Free cashback sites like Quidco and Topcashback provide discounts at over 4,000 businesses.

Signing up could give you access to deeper savings than you'd find elsewhere, as well as rebates on your purchases.

Don't base your decision on price alone

So, while this page is all about getting the best deal, it would be a mistake to purchase a product only purely on price.

Unless you're buying anything where quality doesn't really important, it's always better to pick the product first and then look for the best price, rather than the other way around.

It's always good to review reviews before purchasing (but be wary of bogus ones) and then proceed from there.

Every year, Which? reviews thousands of home, tech, and baby products, so check our website before you buy to ensure you're getting a product that will work and, more importantly, last.