The British public’s spending habits have changed in the last year, not only with how much they are spending but what they are buying. Consumers expect a bargain and there are plenty of sales on the high street to cater to this. But the changes in peoples’ lifestyles extend beyond the brands they’re buying, as it’s also impacting on the way they spend their time. Striving to save money is no longer a taboo and there is an increasing amount of consumers having money saving fun.

Possibly the simplest example of money saving fun is to make something yourself; this can be anything from clothing to food. The drop in restaurant trade and increase in supermarket profits suggests that more people are cooking dishes and meals themselves – both saving money and spending time on a new hobby. Back in December 2008 electrical store Comet noticed a rise in sales for gifts that were designed to save people money. Sales of coffee machines and breadmakers were up 433% and 1275%. Coffee machines can help Brits save up to £500 on regular trips to the coffee shop and breadmakers produce around three loaves for less than the price of one in the supermarket. Chocolate fountains, were popular in 2007 but in December 2008 were bottom of the wish list, below microwaves and toasters.

In December, Bob Darke, Commercial Director at Comet commented: “Christmas shoppers are taking advantage of great deals with many opting for practical gifts for friends and family that will help them save money in the longer term.  This week we’ll have many more deals on a wide range of electrical products to appeal to all our customers.”

The horticultural trades are also performing well in uncertain times and gardening is being taken up by the younger generation as they develop their gardens for social use. The recession is greatly impacting on what young adults are spending their money on and the statistics showing this indicate a definite social and cultural change and a trend towards consumers having money saving fun.

The key findings of the Horticultural Trades Association (HTA)  GIM Garden Intentions 2009 survey reveal that: 29% intend to spend more time working in their garden this year, 25-34 year olds are most likely to increase the amount of time working on their gardens (44%). The reasons given for spending more time working in the garden include: prospect of better weather this summer (48%), growing interest in gardening (37%), plans for a major garden overhaul/ redesign (23%), intentions to grow more fruit and vegetables (22%), working less and spending more time at home (18%). For relaxing and entertaining 31% of respondents plan to increase their use of their garden this year. Once again it was the 25-34 year olds that are most likely to spend more time relaxing and entertaining in their garden (42%) this year. 9% also stated that they are cutting back on more expensive pastimes and 8% cutting back on holidays away from home this year – and spending more time in the garden.

We can see the country’s need to save money; even if it means a lifestyle change it doesn’t mean people are enjoying life any less – Brits are actually having fun spending time saving.

The Rocket Marketing Group understands the need to have fun whilst saving money and operates a range of loyalty and membership programmes that offer members exclusive discounts on a range of products and services. The programmes include The Home & Garden Club, The Entertainment Club, and The Big Savings Club. The loyalty and membership programmes all mean that members can have money saving fun, helping them to enjoy themselves more often. The success of these loyalty and membership programmes show that people are actually having fun spending time saving.

Contact Us if you would like to discuss how a loyalty and membership programme can work with your business to encourage consumers to use your products/ services, however they like to spend time saving.

With a permanent sale season on the high street and online sites such as MyVoucherCodes.co.uk and MoneySavingExpert.com, the recession has driven consumers to become sale savvy and expect a discount whenever they spend money.

MoneysSavingExpert.com had only a 1,000 recipient mailing list back in 2003 and now it receives 15 million visits per month, with a 3 million person weekly e-mail list.

www.quantcast.com reported that MyVoucherCodes.co.uk receives approx 60,000 visitors per month, which is 4% up in the last 3 months according to Alexa – www.alexa.com

As consumers hold companies to ransom, unwilling to shop without the hint of a discount, how can companies distance themselves from the permanent sale but remain on the ever successful money saving bandwagon?

From a business point of view the danger of the constant sale trend, is the possible deflation of the brand’s value, as the consumer starts to view the sale price as the norm. There is no doubt that sales help in the short-term but they can ultimately be damaging to a brand’s image.

Many businesses have come to realise that offering discounts through loyalty and membership programmes is a more long-term solution that is actually beneficial to the brand’s image; yet still wholeheartedly jumps on the money saving bandwagon. And that is why the popularity of membership and loyalty programmes has soared.

The Rocket Marketing Group has seen membership numbers of its range of loyalty and membership programmes increase dramatically to 120,000 people over the last few years. The benefits for businesses include free marketing through member websites and brochures that reach a huge customer base. All they have to do is give the consumer what they ultimately desire – a discount. By offering consumers a discount in this particular way the offer remains ‘special’, as it’s only offered to a closed group of people; the brand’s image and values remain intact and the customer gets they want.