British consumers are left feeling guilty if they do not compare product prices before they begin shopping for electrical goods and gadgets, according to one sector commentator.
Lucy Allen, PR director for GotYourPriceCheck, said that 55 per cent of people had admitted they researched prices online before visiting the store on the high street.
However, she added that once arriving at the shop many individuals became distracted.
"All retailers at the moment are very keen to ensure they are being competitive and they have put their best prices out there. People are looking for bargains and they are price aware," Ms Allen claimed.
According to research by GotYourPriceCheck, 67 per cent find searching the shops for the best deals both tiring and stressful.
In addition, the July 2008 IMRG-Capgemini online sales index has revealed that out of every £1 spent by British shoppers, 17p is now going to online retailers - which may mean more people are now choosing to pay by credit card.
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