In a new survey of 1000 consumers underlining the impact of the cost of living crisis on shopping habits, 51% confessed they have haggled for an essential product or service this year. The survey by Purbeck Personal Guarantee Insurance, the small business champion, suggests the U.K.’s small businesses need to be on guard as 21% in the survey think it's fine to haggle when buying from an independent retailer or small business owner and a third are planning to haggle to save costs this Christmas.

The survey found that 32% have saved up to £200 this year by haggling while one in ten has saved over £500. However not all haggling attempts have been successful, 27% said they didn't save a penny as their attempts were declined.

People also feel it's acceptable haggle if the item is cheaper elsewhere (72%) or the item is high value like a car or piece of technology (53%). Paying in cash was also deemed an acceptable reason to haggle by 46%.

59% of men said they had haggled opposed to 43% of women. Interestingly, the higher the income, the more likely a person is to haggle. 58% of people earning £40,000 plus a year have haggled this year compared to 47% of those earning £10,000-£19,999.

Regionally, people in the East Midlands (21%) are least likely to have haggled, while those in the West Midlands were most likely to have haggled (63%)

Todd Davison, MD of Purbeck Personal Guarantee Insurance said: “Haggling has not been part of our culture in the U.K., particularly for essential items so this survey really demonstrates that people are shaking off their British reserve and trying their luck to help mitigate rising living costs. With one in five believing a small business is an acceptable target for haggling attempts, business owners will need to be prepared as the countdown to Christmas commences.”