Company founder Rob Gorton says: "It's amusing to think of women hiding their purchases and the lengths they will go to avoid being confronted on their spending.
"Finding something at a bargain price while still getting that new purchase feeling is the best way to ensure women get the treats they work hard to afford, without having to break the bank.
"Many women pride themselves on their ability to know a bargain when they see one and in these tougher financial times it's more important than ever to know where to look."
Shining a
light on
women's
shopping
secrets
A bare-faced one in five said they've worn a brand new item
and pretended it was old while 20% buy clothes and
accessories in the supermarket because they know their
partners will think the cash was spent on food.
And a manipulative one in 10 make sure they buy their partner a
present when shopping, purely to soften him up so they can spend
more on themselves.
Three quarters genuinely believe in the power of retail therapy, with the
buzz of a bargain proving the strongest high - 70% say they love saving
money on new clothes, while half feel justified buying something if they can get
it at a discount.
Almost 50% say internet shopping, with payment taken at the touch of a button, doesn't feel like spending. A third told researchers they don't feel as guilty about shopping online and find it the best way to bag a bargain.
Interestingly the research revealed that when it comes to indulging themselves, women prefer to spend money on clothes, shoes and handbags instead of holidays, spa treatments, hair appointments or food.
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