Shoppers Penalised by High Street Tax

We do love to trawl the high streets, whether it's a spot of window shopping, seeking out the latest sleek gadget or tracking down a must-have outfit. But you'll pay a shocking 32 per cent more splashing your cash in real shops than buying online, as some retailers charge as much as double the online price for the same items.

The revelation comes from shopping comparison site Pricerunner, which suggests consumers are paying a lot more than they need to.

"Consumers are paying the price for shopping on the high street," explains Marc Thomas, UK manager for PriceRunner.co.uk.

Ninety-five per cent of all the prices we found could be beaten online and the average mark-up on the best online price was a massive 32 per cent. That's high street robbery."
So how can you make the most of shopping on the web?

Making the Most of Price Comparison Sites

There are a huge number of British sites, including PriceRunner, Kelkoo, and savebuckets.co.uk, that can create a comprehensive list of sources and prices for the product you're after. The savings will largely depend on what you're buying though, for example, you'll only save around 7 per cent buying an iPod online but a huge 72 per cent on Nike trainers.

Be aware that these lists will probably include items from online auction sites and the price you see advertised could change dramatically before you come to pay. And don't forget to add the cost of any delivery fees.

Once you've found a price you like, the comparison site will automatically redirect you to the online retailer. At this stage, it's vital to check out the retailers security and reliability credentials. If you're not familiar with the retailer look for secure payment logos like a padlock, a secure payment page as well as membership of professional associations and independent rankings. Paying by credit card or a Visa debit card also means you will be protected if your item doesn't turn up.

Voucher Codes

When Pizza Express famously began sending customers money off vouchers during the credit crunch, and those customers began forwarding them on to friends and family, vouchers and voucher codes took off, particularly amongst the most savvy shoppers.

Simply go to any voucher code website type in the retailer you wish to buy from and the site will list all the deals on offer for that retailer. These typically include buy one get one free, percentage discounts and free delivery. Just input the code when you come to pay on the retailer's site and the deal should take effect automatically.

Go Back to the High Street?

Once you've shopped online you may never go back. But if you're addicted to the high street, go prepared. Researching and printing out the best online offers can get you that price on the high street if you're prepared to haggle. This works particularly well with small independent retailers - particularly those in an area full of similar shops. Stay positive and friendly, explain that you've seen this price online and ask if they can match it. You may be surprised how often they will agree!