POLL OF THE DAY: As more than a third of Britons are set to snap up a bargain holiday this weekend – will you be booking summer sun abroad this year?

Nearly four in ten UK shoppers are planning to purchase holidays in the January sales, new research has revealed.

The survey, commissioned by MyVoucherCodes, found that 39 per cent of consumers are hoping to secure a bargain getaway during the post-Christmas period.

The findings come ahead of “sunshine Saturday” on January 4, which is anticipated to be one of the busiest days for holiday bookings.

The research, conducted by OnePoll in November, surveyed 2,000 people across the United Kingdom.

Northern Ireland shoppers showed particularly strong interest, with 65 per cent planning to purchase holidays in the January sales.

The research revealed notable differences in planned spending between genders, with men expecting to spend £250 on January sales shopping compared to women’s £204.

Young adults aged 25 to 34 emerged as the biggest spenders, with plans to spend around £291 during the sales period.

Sarah-Jane Outten, a retail expert at MyVoucherCodes, noted a shift in consumer behaviour this year.

“This year, it seems shoppers aren’t just purchasing traditional items such as clothes and electrical goods for themselves or their loved ones – they’re on the lookout for experiences and booking a getaway is high on their list,” she said.

Outten advised shoppers to plan ahead and set clear budgets for their purchases.

She emphasised the importance of checking terms and conditions thoroughly, rather than rushing into purchases under pressure.

The expert also recommended considering items that can be used beyond the winter months.

Jo Rhodes, a travel expert at Which?, urged caution during the sales period.

“Though travel companies are billing this weekend as a prime time to grab a holiday bargain, don’t feel pressured into booking in a hurry,” she warned.

Rhodes advised that time-limited deals may not always deliver on their promises and encouraged thorough research.

She highlighted the prevalence of holiday booking scams during this period.

“There are lots of dodgy deals on social media and fake listings can even make their way onto booking sites,” she cautioned.

Rhodes recommended avoiding payments by bank transfer and suggested using reverse image searches for villa or rental listings to verify authenticity.