Searching the internet for a good deal is now a "trendy" thing to do, it has been claimed.

Tracy North, spokeswoman for Kelkoo, said many people no longer get a "red face" when handing in discount vouchers.

"Getting a bargain has become a common talking point down the pub, even if it's just a few pounds saved consumers really do like to feel they're getting the best deal," she remarked.

Ms North explained individuals - which may include those buying gift hampers for loved ones - will continue to try and bag a bargain when they go shopping.

Many Brits will also buy big ticket items before VAT goes up on January 4th, she observed.

And Ms North suggested many online retailers will be offering some "great deals" in a bid to entice customers.

According to research from EPiServer, almost 50 per cent of people purchasing goods via the web now compare prices before they part with their cash.