Middlesex, Edgware United Kingdom (PressExposure) May 26, 2011 -- You may have heard of the so-called 'postcode lottery' when it comes to the best local schools or the medical and hospital services available to you. But who'd have thought that your address could even play a part in how much you have to pay for basic consumer goods. That's the astonishing findings of a new survey conducted for Kelkoo, the online shopping comparison site. In a study of 200 items across 12 locations in Britain, their results showed that the total cost between the cheapest area and the most expensive was a whacking £537.
Kelkoo analysed 2,400 prices in 120 stores, including electrical goods, homeware, fashion, sports, stationery, toys and entertainment. And if you live in Swindon, it's bad news, as costs there were found to be £171 above the average. London was the cheapest, at £366 below average (thus making the £537 difference between highest and lowest prices).
London as cheapest is not what most people would guess if asked, but the fierce competition from rival retailers in the large cities does force the prices down, as the low prices in Newcastle and Glasgow show, at £257 and £253 below average respectively. As well as Swindon, the most expensive towns were Wrexham at £164 above average and Peterborough at £148 above average.
According to Kelkoo, more rural locations were the most expensive as there is less competition and retailers will avoid unnecessary discounting. They pointed out that for retailers it's a bit of a balancing act between protecting their profit margins, or getting shoppers in through offers and discounts. Even nationwide chains will have to vary the prices depending on store type and location, and the local competition.
For those looking to shop around the hard way, electrical goods in London were significantly cheaper than the average, while sports goods and fashion items were also cheaper there. Toys were cheapest in Newcastle, while according to the survey, shoppers in Scotland get the best bargains on entertainment and stationery.
Of course there is an easier way of shopping around for bargains. With Rewards First there is no discrimination about where you live, the same great discounts are available to all Rewards First is an online membership discount shopping programme where customers can visit http://www.rewardsfirst.co.uk for top quality high street and online brand names, and online discount codes for over 600 retailers. Each of the 600 merchants has something unique to offer Rewards First shoppers, and their discounts vary from day to day, so it's always worth members checking regularly to see what new savings are available.
As well as the major retailing chains, Rewards First has engaged with a whole host of independent retailers to provide not only their hottest offers of the month, but to offer excusive discounts just for Rewards First members. As well as these exclusive offers, Rewards First continues to provide its members with discounts from the whole spectrum of shopping categories, from high street fashion, clothing, jewellery and accessories to home, garden and DIY - in fact all of the categories Kelkoo lifted the lid on in their survey. Why pay full price, or enter the postcode lottery of high street shopping, when all of the sales, discounts and savings can be found in one place? Rewards First has everything from the top designer brands to some of the best boutique shops.
It's not just the big name high street brands such as Sainsbury's and Boots, but also top brands well known for specific categories such as Timberland, H Samuel, Toys R Us and Reebok. If you're making improvements around the house, it's well worth checking out the DIY retailers, and if it's electronics you're after, then top high street names like Best Buy and Comet are featured. At http://www.rewardsfirst.co.uk members will also find a Hot Picks list, updated regularly, to bring the very best discounts and special offers straight to their attention. So don't take a chance on the postcode lottery, head straight to Rewards First.