- Wrexham is the biggest cost-cutting city, based on Google searches per every 100,000 people for vouchers, discount codes, and more
- Norwich and Liverpool take second and third, respectively
Research has revealed the UK’s biggest cost-cutting cities, with Wrexham coming out on top.
The study by printer cartridge experts CartridgeSave.co.uk analysed Google searches for vouchers, coupons, discount codes, and promo codes in every UK city. It measured this against population data to see which cities had the most searches per 100,000 people.
It found that the Welsh city of Wrexham is the UK’s biggest cost-cutting city. There are an average of 9,027 discount-related searches in Wrexham each month, which, when accounting for population, comes out as 13,742 searches per 100,000 people. The brands that Wrexham residents are searching most for discount codes were found to be Asos, Boohoo, and JD Sports.
Coming in second place is Norwich, with the Norfolk city coming in with 13,742 searches per 100,000 people each month. This is due to 18,385 monthly searches from a population of 143,118 people. Asos, Deliveroo, and Boohoo were the city’s most popular brands for discount codes.
Liverpool takes third place on the list, with an average of 59,273 searches for vouchers each month, which equates to 12,234 searches per 100,000 people. Asos, Boohoo, and Matalan were the city’s most in-demand brands for discounts.
Taking fourth place on the list with 12,234 searches per 100,000 people is Lincoln. This is due to 12,446 searches for vouchers each month from a population of 102,330 people. Asos, Boohoo, and Deliveroo were the most in-demand brands for discounts.
Rounding out the top five is the southwestern city of Bristol. There are around 52,387 searches for discounts each month, which is around 11,215 searches per 100,000 people. The city’s most in-demand brands for discounts are Asos, Deliveroo, and Boohoo.
| Rank | City | Population | Average monthly voucher searches | Searches per 100,000 people |
| 1 | Wrexham | 65,692 | 9,027 | 13,742 |
| 2 | Norwich | 143,118 | 18,385 | 12,846 |
| 3 | Liverpool | 484,488 | 59,273 | 12,234 |
| 4 | Lincoln | 102,330 | 12,446 | 12,162 |
| 5 | Bristol | 467,099 | 52,387 | 11,215 |
| 6 | Preston | 147,617 | 16,489 | 11,170 |
| 7 | Birmingham | 1,142,494 | 124,538 | 10,900 |
| 8 | Glasgow | 626,410 | 67,127 | 10,716 |
| 9 | Bath | 94,782 | 10,003 | 10,554 |
| 10 | Newcastle upon Tyne | 298,264 | 31,177 | 10,453 |
Commenting on the findings, Ian Cowley, managing director of CartridgeSave.co.uk, said: “There’s no shame in bargain-hunting, especially with online shopping, and nowadays discounts can only be a few seconds away. When looking at these statistics, it is interesting to see where this demand for discounts and promotional codes is greater. Additionally, the sheer volume of searches nationwide for discounts, with more than 1.9 million searches a month across the UK, highlights how we’re all looking to trim down costs, particularly with the rising cost of living.”
