38% of Brits are haggling on their bills, new research suggests

  • People in Wales and London are more likely to haggle than the rest of the UK (45%)
  • Broadband is the bill that most people haggle on (59%)
  • Men (42%) are more likely to haggle on their bills than women (34%)

New research from Go.Compare has found that just over one third (38%) of Brits are haggling on their bills, with another 17% revealing that they are anticipating negotiating with their providers this year.

The comparison site surveyed over 2000 bill payers about their negotiating habits when it comes to their household bills. It found that the bill that people were most likely to haggle on was broadband, with 59% of people saying they had tried to negotiate on their contract. Another 42% said they haggled on their car insurance policy with 41% of people saying they tried to get a better price on their mobile phone contract.

Top five products to haggle on




Car insurance


Mobile phone contract


Energy contract


Home Insurance


The research also found that 85% of people were cutting their outgoings due to the ongoing cost-of-living crisis.

Ceri McMillan, spokesperson for Go.Compare commented on the findings: “It is really concerning to see that so many people are having to cut their outgoings as the cost-of-living-crisis continues. While we are seeing small drops in some bills such as energy, we know that many other financial outgoings are still on the up.”

“Bills are such a large part of people's monthly outgoings,” Ceri added “and are often the first place to look if you are trying to save money each month. From your insurance to your broadband bill, comparing the options that are available to you could save you more money than you think. It is reassuring to see that people aren’t just settling for the first price they are offered on many of their bills - and haggling with your provider can be an effective way to reduce the price.”

The experts at Go.Compare have compiled a list of tips on how to haggle:

  • Be friendly and polite: Treat haggling a bit like a game, if you go in friendly and polite you are most likely to get what you want. If you are haggling on your broadband package price, let them know that you want to keep the package but not that you aren’t too happy with the price and why you think the price should be lowered.
  • Timing is everything: Make sure that you know your contract and find out when you can haggle. Once you have signed a contract you are likely locked in for a year or two meaning that you won’t be able to leave it without a fee for switching mid-term. As your contract comes to an end, get in touch with your provider if you want to stay with the same company and negotiate a better price.
  • Be prepared: If you are haggling for something in person or on the phone, be prepared. If you are buying a physical product, point out any flaws or problems to try and knock down the price. You can do the same with broadband and mobile packages too- if you have had any ongoing signal issues or poor broadband speeds have the details on hand and bring them up to your provider when you speak to them about your contract.

For more tips on how to haggle visit here: https://www.gocompare.com/broadband/how-to-haggle-and-get-the-best-deals/ 

Contact Information

Rubie Barker


Notes to editors

*These findings are from a study released by Sago between March 1st-4th, 2024, among a random selection of 2,034 of GB adults ages 18+ who are online panelists of Sago’s Community.

The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.

Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.

For further information please contact:

Lynsey Walden on lynsey.walden@futurenet.com,  or Kath Chadwick on Kathryn.chadwick@futurenet.com.

About Go.Compare

Go.Compare is a comparison website that enables people to compare the costs and features of a wide variety of insurance policies, financial products and energy tariffs.

It does not charge people to use its services and does not accept advertising or sponsored listings, so all product comparisons are unbiased. Go.Compare makes its money through fees paid by the providers of products that appear on its various comparison services when a customer buys through the site.

When it launched in 2006, it was the first comparison site to focus on displaying policy details rather than just listing prices, with the aim of helping people to make better-informed decisions when buying their insurance. It is this approach to comparing products that secured the company an invitation to join the British Insurance Brokers’ Association (BIBA) in 2008, and it is still the only comparison site to be a member of this organisation.

Go.Compare has remained dedicated to helping people choose the most appropriate products rather than just the cheapest and works with Defaqto, the independent financial researcher, to integrate additional policy information into a number of its insurance comparison services. This allows people to compare up to an extra 30 features of cover.

Go.Compare is part of Future Plc and is authorised and regulated by the Financial Conduct Authority (FCA).

More information can be found here www.gocompare.com or here https://www.futureplc.com/brands/.