Shoppers looking at promotional labels in supermarkets have become increasingly aware of the benefits of a bargain, new research suggests.

The new Windows on Impulse Shopping Revisited study by Shoppercentric looked at buying habits in 2008 and compared them with behaviours in 2011.

It was found that 41 per cent of people would now stray from their shopping list if they spot an unbeatable price, while only 35 per cent would have done so three years ago.

However, this is less a sign that Britons have lost willpower than a demonstration of sensible shopping, explained Danielle Pinnington, managing director at Shoppercentric.

"Impulse should no longer be thought of as frivolous behaviour - increasingly it is savvy opportunism," she pointed out, adding that many shoppers are keen to save money wherever they can, even if it means stockpiling cheap items to be used at a later date.

Yvonne Goodwin, managing director of Yvonne Goodwin Wealth Management, recently advised people to look out for money-saving helpers such as promotional labels in supermarkets.

Denny Bros Ltd, 14 June 2011