A third of Brits love to brag about this one thing

The recent research revealed that 49% of those who shop around relish in securing savings on big-ticket items such as smart home tech, cars and designer gear. But for a third the best part about making a smart buy is boasting about it to friends and family.

These financial savings make 52% feel elated and proud, and while over three fifths get the most satisfaction from uncovering a fantastic deal or discount on something they were already intending to buy they also love haggling a good price on bills, travel deals or bulk buys.

Over half have actively strived to outwit their mates or neighbours by securing superior deals. With more than one in 10 (14%) relishing 'keeping up with the Joneses' by informing a neighbour about their smart savings.

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Londoners were found to be particularly keen on sharing their financial victories (53%) - compared to a mere 38% of Scots and 36% of people in Wales - who are more reserved about their money-saving triumphs.

Yet, when it came to age, the excitement of sharing news of their savings is also highest in Gen Z and Millennials, with 50% of these younger generations enjoying this compared to just 25% of all the older generations combined.

However, it was the younger generations who were most likely to seek a deal in sustainable solutions, with 54% considering investing in sustainable solutions like solar panels.

The study was commissioned by , a connected smart home brand that produces eco tech products like smart thermostats and energy efficient lighting. The company has teamed up with solar subscription provider, Sunsave, to assist homeowners in saving on their with solar.

Susan Wells, director, EV and Solar at Hive, stated: "Brits love finding a great deal on things they already plan to buy, and it's even more rewarding when those savings come with a positive environmental impact."

"Savvy, smart and sustainable savings are at the core of what we offer."