0:00:02 > 0:00:04- £130.- Happy days.
0:00:04 > 0:00:05And the tills are ringing.
0:00:05 > 0:00:08Britain is a nation of shoppers.
0:00:08 > 0:00:09Oh, I've got to get her that.
0:00:09 > 0:00:11Yay, sale.
0:00:11 > 0:00:14But we don't always shop savvy.
0:00:14 > 0:00:16- Do you want me to pay for these on my card?- Yeah.
0:00:16 > 0:00:19SQUEAKY VOICE: Please don't use me again. I'm full to my max!
0:00:19 > 0:00:22It's high time we changed our ways.
0:00:22 > 0:00:25- Our estimate for shoes is 3,000...- Oh!
0:00:25 > 0:00:29- 3,000?- In shoes, that's quite an achievement.
0:00:29 > 0:00:32I'm business journalist Steph McGovern, and I'll be
0:00:32 > 0:00:36using my financial know-how to make your money go further.
0:00:36 > 0:00:39Tell me about your credit cards, how many have you got?
0:00:39 > 0:00:43Also leading the charge is retail addict Alex Jones.
0:00:43 > 0:00:46Are you ready to try some new ways of doing things?
0:00:46 > 0:00:47Definitely.
0:00:47 > 0:00:51An impulse shopper who understands all too well the pitfalls
0:00:51 > 0:00:53that part us from our cash.
0:00:53 > 0:00:55Some people can spend an entire Saturday here.
0:00:55 > 0:00:58GIGGLES: I do it all the time!
0:00:58 > 0:01:01Our mission is to change the country's shopping style
0:01:01 > 0:01:04by challenging families to try new goods.
0:01:04 > 0:01:08Do you think, then, the better-known brands are better products?
0:01:08 > 0:01:11Yeah. The more you pay, the better something's going to be.
0:01:11 > 0:01:14And think about the things they already own.
0:01:14 > 0:01:17The first thing I pulled out, it's still got the label on.
0:01:17 > 0:01:18Testing everyday products.
0:01:18 > 0:01:22Do you want to have a little feel of it. See what you think.
0:01:22 > 0:01:24I'd say this is going straight in my basket.
0:01:24 > 0:01:26Questioning their habits.
0:01:26 > 0:01:28That is the cheapest - paint 1.
0:01:28 > 0:01:30- Completely wrong.- I know! - Completely wrong.
0:01:30 > 0:01:32That's a massive shock.
0:01:32 > 0:01:34- Would you ever go for an own brand? - Definitely not.
0:01:34 > 0:01:36And trying the unknown.
0:01:36 > 0:01:39- SCREAMS - You are having a laugh!
0:01:39 > 0:01:41Just do it again, Mum.
0:01:41 > 0:01:44We're hoping the experiment will prove we can all learn
0:01:44 > 0:01:48to save a packet and shop well for less.
0:01:48 > 0:01:50I thought it was perhaps from a little boutique-type shop.
0:01:50 > 0:01:529.99.
0:01:52 > 0:01:55- Oh!- No. No way.
0:01:55 > 0:01:57It's cheap as chips.
0:01:57 > 0:01:58I think we nailed that.
0:02:02 > 0:02:04We're in South Yorkshire with a family hoping
0:02:04 > 0:02:06to learn how to be smarter spenders.
0:02:06 > 0:02:08Are we going to play football?
0:02:08 > 0:02:10- Lovely day.- It's fantastic.
0:02:10 > 0:02:13Beauty therapist Naomi and project manager Richard
0:02:13 > 0:02:17have two sons, six-year-old Rudy and Seb, who's nine.
0:02:17 > 0:02:19We can't forget one-year-old, Dolly.
0:02:21 > 0:02:22- ALL:- We're the Allens!
0:02:23 > 0:02:28We met at school years ago and went out at school.
0:02:28 > 0:02:31We had our first kiss onstage at school.
0:02:31 > 0:02:35- I was supposed to give her peck, but I snogged her.- Yay!
0:02:35 > 0:02:38But this kissing couple have one big problem.
0:02:38 > 0:02:41There's too much month at the end of their money.
0:02:41 > 0:02:43I think budget is the problem with us.
0:02:43 > 0:02:46We wait for payday, we spend the money that we get,
0:02:46 > 0:02:49and panic at the end of the month because we've got nothing left.
0:02:50 > 0:02:55Appearance is all-important to the Allens, who splashed their cash
0:02:55 > 0:02:59on the biggest brand names, and they can't stop buying on a whim.
0:02:59 > 0:03:03I am in the shops probably two, three times a week, definitely.
0:03:03 > 0:03:06I love shopping. We are impulse buyers.
0:03:06 > 0:03:10She's always like, "These are nice shoes."
0:03:10 > 0:03:12She doesn't need any.
0:03:12 > 0:03:14"This is a nice dress."
0:03:14 > 0:03:20She's spending, like, one thousand, one million and sixty pounds.
0:03:20 > 0:03:24I buy something because I like it and it keeps me happy
0:03:24 > 0:03:27for two seconds, and it might sit in the bag upstairs for two weeks.
0:03:27 > 0:03:31And like many couples, when it comes to their kids,
0:03:31 > 0:03:34Naomi and Richard find it hard to say no.
0:03:34 > 0:03:37There is an expectation that they will get something.
0:03:37 > 0:03:43Please can I have this toy, or have this book, or have this soft teddy.
0:03:43 > 0:03:44We'll say things like,
0:03:44 > 0:03:46"We'll think about it," and then Rudy will be like,
0:03:46 > 0:03:49"Yes! That means yes."
0:03:50 > 0:03:53For the Allens, paying out on the priciest products
0:03:53 > 0:03:56has turned into a habit that's hard to resist.
0:03:56 > 0:04:01I think we're brand loyal because we think they're the better products.
0:04:03 > 0:04:06But the Allens need help because their home's hiding
0:04:06 > 0:04:11a bit of a DIY disaster that only big savings can rescue.
0:04:11 > 0:04:15The bathroom is just a building site, it's stripped out, there's nothing in it.
0:04:15 > 0:04:18We've bought the bathroom suite, but we've not got the money
0:04:18 > 0:04:21organised together to pay for somebody to come and fit it.
0:04:21 > 0:04:25All that impulse spending on big brands
0:04:25 > 0:04:29means that the Allens' real priorities are being neglected.
0:04:29 > 0:04:33I think they definitely need a lot of help saving,
0:04:33 > 0:04:37which I think will be quite hard.
0:04:39 > 0:04:40Especially with Mum.
0:04:40 > 0:04:43We've come up with a product switching experiment
0:04:43 > 0:04:47to break their brand addiction and keep more money in their pockets.
0:04:47 > 0:04:51I know we can certainly shop better and save money.
0:04:51 > 0:04:54Well, that's the plan!
0:04:57 > 0:05:00We need to see just how this family shops,
0:05:00 > 0:05:02and where better to start than the mall?
0:05:02 > 0:05:05They've got everything here, haven't they?
0:05:05 > 0:05:09The shops are packed full of tricks to tempt us from our cash.
0:05:09 > 0:05:11The tricks work.
0:05:11 > 0:05:15We fork out around £3.1 billion shopping every week.
0:05:15 > 0:05:18If I'm feeling stressed, the place I'll go is a shopping centre.
0:05:18 > 0:05:23But as Alex and I know, retail therapy comes at a cost.
0:05:23 > 0:05:27The longer you wander, the more you're likely to spend.
0:05:28 > 0:05:30It says 3 for 2, but I don't...
0:05:30 > 0:05:33- I can't actually see any prices. - But you're thinking, "I'm getting
0:05:33 > 0:05:36- "a bargain because I'm getting one free."- Exactly.
0:05:36 > 0:05:37When you're probably not.
0:05:37 > 0:05:40The pitfalls don't stop at the prices.
0:05:40 > 0:05:42Have a look at this.
0:05:42 > 0:05:45If you see in the corners, there's all the big stores.
0:05:45 > 0:05:48They are the destination ones pulling everyone in
0:05:48 > 0:05:52but, of course, to get to them, look at all these shops you're passing,
0:05:52 > 0:05:55all the little ones. That's your eyes looking in all them windows.
0:05:55 > 0:05:58Of course, yes. Yeah, yeah, it's a trap, Steph.
0:05:58 > 0:06:01- But a trap we're happy to be in. - Oh, so happy. So happy.
0:06:03 > 0:06:06But today is all about the Allens, and at the mall,
0:06:06 > 0:06:09Alex and I can observe them in their native environment.
0:06:09 > 0:06:11They've got a trip to Scotland coming up,
0:06:11 > 0:06:15so top of their shopping list are coats for the boys.
0:06:15 > 0:06:18But can these impulse shoppers stick to the plan?
0:06:18 > 0:06:21- This is the new Marc Jacobs one from Decadence.- Thank you.
0:06:21 > 0:06:25Oh, dear. Step away from the perfume, Naomi.
0:06:25 > 0:06:28- I've actually got Daisy on today. Thank you.- That is lovely.
0:06:28 > 0:06:30It's nice, isn't it?
0:06:30 > 0:06:33To work out how to help this family, we want to see for ourselves
0:06:33 > 0:06:36where the label-loving couple are going wrong.
0:06:37 > 0:06:40As the Allens get distracted,
0:06:40 > 0:06:44we've hidden ourselves away to watch their every move.
0:06:44 > 0:06:46- How much is that one?- 85.
0:06:46 > 0:06:48But it is Fred Perry.
0:06:48 > 0:06:50- You do like your Fred Perry. - I do, yeah.
0:06:50 > 0:06:53If they went high street, you could get two or three for that price.
0:06:53 > 0:06:55And you've got to question,
0:06:55 > 0:06:58are they just paying for the little logo that's in the corner?
0:06:58 > 0:07:02- But I think that little logo is quite important to him.- Yeah.
0:07:02 > 0:07:03Put a 38 on.
0:07:03 > 0:07:05And he's not finished yet.
0:07:05 > 0:07:07I can wear this for work.
0:07:07 > 0:07:08You work at home!
0:07:10 > 0:07:11- BOTH:- He works at home.
0:07:11 > 0:07:14Which card am I putting it on? M&S?
0:07:14 > 0:07:15Yes.
0:07:15 > 0:07:18If we thought saving this couple money would be easy,
0:07:18 > 0:07:21we may need to think again.
0:07:21 > 0:07:22None of that take your fancy?
0:07:22 > 0:07:24No, it's the sale, I can't be bothered to rifle through it.
0:07:24 > 0:07:28Look at the sale stuff! You might like it.
0:07:28 > 0:07:29No such luck!
0:07:29 > 0:07:32They're heading to the bed linen instead.
0:07:32 > 0:07:35It's a bit of a departure from the jackets that they came to buy.
0:07:35 > 0:07:38- Yeah, I do quite like that one. - Right, OK.
0:07:38 > 0:07:39Just those, please.
0:07:39 > 0:07:40Maybe sleep on it.
0:07:40 > 0:07:43It's a good idea to pause before you pay
0:07:43 > 0:07:45so you don't regret those impulse purchases.
0:07:45 > 0:07:48There's some things they're looking for, and it's almost like
0:07:48 > 0:07:50- they have to hunt for it, as well.- Yeah.
0:07:50 > 0:07:54When they go on that hunt, they're seeing about 20 other things that are catching their eyes.
0:07:54 > 0:07:57Gosh, you can see loads from here, can't you?
0:07:57 > 0:07:59If you're in the mood, the hunt's quite fun.
0:07:59 > 0:08:01But not if you want to save money.
0:08:01 > 0:08:03You're such a killjoy, Steph!
0:08:05 > 0:08:07Better keep your voice down, Alex.
0:08:07 > 0:08:09They're getting close to our hideout.
0:08:10 > 0:08:14They're literally now a few aisles that way.
0:08:14 > 0:08:17Oh, we're in that door.
0:08:17 > 0:08:20To be honest, I don't think they'd hear us,
0:08:20 > 0:08:21they're that focused, aren't they?
0:08:21 > 0:08:25And the hunt for things on their list is leading them
0:08:25 > 0:08:27back to what's not - the big names.
0:08:27 > 0:08:29Oh, Vera Wang.
0:08:29 > 0:08:31BOTH: Oh, Vera Wang.
0:08:31 > 0:08:33Of course. Designer.
0:08:33 > 0:08:36She's got a real, like, collection of frames and stuff now.
0:08:36 > 0:08:39- WHISPERS:- What are they looking for? - A photo frame.
0:08:39 > 0:08:42For a couple who love to binge buy for their kids,
0:08:42 > 0:08:45there are still no winter coats for the boys.
0:08:45 > 0:08:47The colour is smarter, isn't it?
0:08:47 > 0:08:50But Dolly's in for a treat.
0:08:50 > 0:08:53It's like a little lamb. Oh, we've got to get that.
0:08:53 > 0:08:54Of course you do!
0:08:54 > 0:08:57And it feels a lot less like spending
0:08:57 > 0:08:59when you're popping it on the plastic.
0:08:59 > 0:09:02- Do you want me to pay for these on my card?- Yeah, is that all right?
0:09:02 > 0:09:05- Of course it is.- I don't want to put too much on the credit card.
0:09:05 > 0:09:07The M&S is probably shouting...
0:09:07 > 0:09:10SQUEAKY VOICE: Please don't use me again. I'm full to my max.
0:09:10 > 0:09:15That's 30 quid on tops for the lads, plus £40 on two dresses
0:09:15 > 0:09:16and a hat for Dolly.
0:09:16 > 0:09:18They started out to get coats for the boys
0:09:18 > 0:09:20and they've ended up with loads of other stuff.
0:09:20 > 0:09:23The boys are going to be cold in Scotland.
0:09:23 > 0:09:26But don't worry, Richard's going to look immense in his blazer.
0:09:26 > 0:09:28Right, do you know what? We need to have a word with this pair.
0:09:28 > 0:09:30- We do. That is a lot of money. - Come on! Let's go.
0:09:30 > 0:09:33Just go and grab me the eight, then.
0:09:33 > 0:09:35To stop the Allens in their tracks,
0:09:35 > 0:09:37our plan is to confront the couple as they leave.
0:09:37 > 0:09:40We haven't even got the boys' coats.
0:09:40 > 0:09:42We've gone totally off focus again.
0:09:42 > 0:09:44With bags bulging with brands,
0:09:44 > 0:09:47the Allens have no idea what awaits them.
0:09:47 > 0:09:49Now, then, you two!
0:09:49 > 0:09:51Oh, my God!
0:09:51 > 0:09:54Shopping monsters, aren't you?
0:09:54 > 0:09:58We've enjoyed watching you. It's been an absolute eye-opener, to be honest.
0:09:58 > 0:10:02What is actually in these bags?
0:10:02 > 0:10:05I bought a jacket and a jumper for myself that I'm thrilled with.
0:10:05 > 0:10:09There is two dresses for Dolly, and a hat.
0:10:09 > 0:10:12And there's other things in there, as well, aren't there?
0:10:12 > 0:10:13Like maybe a bit of bedding?
0:10:13 > 0:10:15THEY GASP
0:10:15 > 0:10:17You forgot about that one, didn't you?!
0:10:17 > 0:10:20- I think I'm so skitty that I end up just getting...- What you like.
0:10:20 > 0:10:22I'm just attracted to everything.
0:10:22 > 0:10:26I'm like, "Oh, let's go in there," and, yeah, we've not achieved what we set out to achieve.
0:10:26 > 0:10:28We've enjoyed it.
0:10:28 > 0:10:30You've had a lovely day.
0:10:30 > 0:10:32How much do you think you've spent? Ish?
0:10:32 > 0:10:37- I would say we've spent around 250, possibly.- Give us the receipts.
0:10:37 > 0:10:39Steph's excellent at maths.
0:10:39 > 0:10:44So, in total, it was £420.05.
0:10:44 > 0:10:46£420!
0:10:46 > 0:10:49- I can't believe it's that much. - You genuinely look surprised,
0:10:49 > 0:10:53but yet you made every single purchase at every single till.
0:10:53 > 0:10:55You were there the whole time.
0:10:55 > 0:10:59- Right, we need to sit down with you two.- You need some help.
0:10:59 > 0:11:01- Come on.- Come on!
0:11:02 > 0:11:05Before we can sit the Allens down for a talk, though,
0:11:05 > 0:11:08we're paying a sneaky visit to their home.
0:11:10 > 0:11:14Now, many of us have little idea of just how much we already own,
0:11:14 > 0:11:18and I suspect the Allens are a prime example.
0:11:18 > 0:11:21Oh!
0:11:21 > 0:11:25The first thing I've pulled out, it's still got the label on.
0:11:25 > 0:11:28We're smuggling away piles of their impulse purchases
0:11:28 > 0:11:30to use for our own pop-up shop.
0:11:32 > 0:11:34The Allens are blissfully unaware.
0:11:35 > 0:11:38Now, we know that you two absolutely love shopping.
0:11:38 > 0:11:41So you have a look in here and see if there's anything you like.
0:11:41 > 0:11:43- You fancy.- OK.
0:11:43 > 0:11:48To get this family to face up to the reality of their spending,
0:11:48 > 0:11:51Alex and I need to show them how excessive it's been.
0:11:51 > 0:11:52Oh, my God.
0:11:52 > 0:11:54That's my wardrobe!
0:11:54 > 0:11:57- That's all our stuff! - It is not actually all your stuff,
0:11:57 > 0:12:00but a lot of your stuff, and there's a lot more.
0:12:00 > 0:12:02I didn't even see all that stuff, to be honest.
0:12:02 > 0:12:05I did, but I didn't know it was ours.
0:12:05 > 0:12:07There are three Hoovers.
0:12:09 > 0:12:10How can you be surprised?
0:12:10 > 0:12:13There are three Hoovers. They were in your house.
0:12:13 > 0:12:16I suppose when you've got them in different rooms...
0:12:16 > 0:12:20I'm not using that one all the time. I use the newer one.
0:12:20 > 0:12:22- You alternate between them? - Yeah. It was the old one.
0:12:22 > 0:12:25- Then the new model came out. - Then the new model came out.
0:12:25 > 0:12:28Keeping up with the latest trends is bad news for budgeters,
0:12:28 > 0:12:31and it doesn't always mean you're getting the best.
0:12:31 > 0:12:33Have you noticed any difference?
0:12:33 > 0:12:35- Actually, I prefer the old one! - Do you?
0:12:35 > 0:12:37That one's a bit difficult.
0:12:39 > 0:12:42Hoovering up a lot of the Allens' spare cash is clothes.
0:12:43 > 0:12:48Repetition! How many yellow polo shirts do you need
0:12:48 > 0:12:49for two little boys?
0:12:49 > 0:12:53- Five?- Do you do that thing where you dress them similarly?
0:12:53 > 0:12:54- Yeah.- I do, yes.
0:12:54 > 0:12:57What if Rudy wore the clothes that Seb's grown out of
0:12:57 > 0:12:59so you're not duplicating so much stuff?
0:12:59 > 0:13:03I do try and do that, but I just feel from me that Rudy seems to be
0:13:03 > 0:13:04getting all the cast-offs
0:13:04 > 0:13:07and then Seb's getting all the new things, and I think
0:13:07 > 0:13:09that's quite difficult in terms of treating them all the same.
0:13:09 > 0:13:14It's a common cost. Parents don't want one child to feel left out.
0:13:14 > 0:13:17All the more reason for us to make sure we get good value.
0:13:17 > 0:13:20Well, we had the most amount of fun in Dolly's room
0:13:20 > 0:13:22because it's a lovely room,
0:13:22 > 0:13:25but also, we couldn't believe the size of a 15-month-old's wardrobe.
0:13:25 > 0:13:28It's huge. Look at all this stuff, and lots of them with tags on.
0:13:28 > 0:13:32How much do you think you've spent on it, then?
0:13:32 > 0:13:34- 350.- No, come on.
0:13:34 > 0:13:36- 350 quid.- 400.- 400 quid.
0:13:36 > 0:13:42Way off. Dolly's wardrobe alone is worth just over £1,200.
0:13:42 > 0:13:44That's not really funny, is it?
0:13:44 > 0:13:47Now, lots of us confess to owning too many clothes,
0:13:47 > 0:13:52but Richard's sitting on £2,300 worth in his wardrobe.
0:13:53 > 0:13:56And impulse shopper Naomi's no better.
0:13:56 > 0:13:58Her outfits, a lot of which look very similar,
0:13:58 > 0:14:01add up to over four grand.
0:14:01 > 0:14:03How shocking is this to you generally?
0:14:03 > 0:14:06On a scale of one to ten, do you actually think,
0:14:06 > 0:14:09- "Gosh, we had no idea we were spending that much"?- No.
0:14:09 > 0:14:11On toiletries, make-up and perfume,
0:14:11 > 0:14:15the family has spent an estimated £1,600.
0:14:15 > 0:14:17I do love perfume, though.
0:14:17 > 0:14:19- It is a lot of money, though. - You do smell lovely.
0:14:19 > 0:14:22And there are duplicate cleaning products, too.
0:14:22 > 0:14:25We don't really go shopping with a list or anything.
0:14:25 > 0:14:29- So it's a guess, do we need it? - It is more guesswork, I think.
0:14:29 > 0:14:33In fact, the Allens have over 60 quid's worth of sprays
0:14:33 > 0:14:35and cleaners in their cupboards.
0:14:36 > 0:14:41And Dolly's big brand products cost the couple nearly £600 a year.
0:14:41 > 0:14:44Do you think, then, the better-known brands are ones that are often
0:14:44 > 0:14:48more expensive? Are better products going to be better on Dolly?
0:14:48 > 0:14:52Yeah, I think you would think that the more you pay, the better something is going to be.
0:14:52 > 0:14:55But big names cost money, and on gadgets,
0:14:55 > 0:15:01including five tablets, the family have blown around £5,600.
0:15:02 > 0:15:05- Oh!- That's a shocker, that, isn't it?- Really?
0:15:05 > 0:15:07You really want to save money, don't you?
0:15:07 > 0:15:10Because you want to get that bathroom done. We saw that room...
0:15:10 > 0:15:12You want to get that done as soon as you can, with three kids.
0:15:12 > 0:15:14Yeah, that's a priority, definitely.
0:15:14 > 0:15:18- Are you ready to try some new ways of doing things?- Yeah.- Definitely.
0:15:18 > 0:15:19- Definitely.- Yep.
0:15:24 > 0:15:27We want to show how we can all change our bad shopping habits
0:15:27 > 0:15:30using the Allens as our guinea pigs.
0:15:30 > 0:15:32The Allens' faces were a picture, weren't they,
0:15:32 > 0:15:34when they walked into the pop-up shop?
0:15:34 > 0:15:36They didn't realise it was their stuff straightaway.
0:15:36 > 0:15:38They're real impulse buyers, aren't they?
0:15:38 > 0:15:41They're people who will see something and they'll, you know,
0:15:41 > 0:15:43think, "Oh, yeah, we'll have that."
0:15:43 > 0:15:46And they like brands, as well, so another area, maybe,
0:15:46 > 0:15:50is encouraging them to use own brands as opposed to labels
0:15:50 > 0:15:54and brands that they recognise, and that could save them a lot of money.
0:15:54 > 0:15:55Right, you pay this bill.
0:15:59 > 0:16:02Our experiment will touch every area of their lives.
0:16:02 > 0:16:04We've taken away their branded belongings,
0:16:04 > 0:16:07replacing them with secret substitutes...
0:16:07 > 0:16:08Yeah, that one's OK.
0:16:11 > 0:16:14..hoping to challenge their brand assumptions and open their eyes
0:16:14 > 0:16:18to alternatives that could help us all to spend less.
0:16:18 > 0:16:21What do you think this is - Fairy?
0:16:21 > 0:16:23No, that's not Fairy.
0:16:25 > 0:16:27No, that's definitely not Fairy, but it smells nice.
0:16:27 > 0:16:30And to really test the family's knowledge of their own products,
0:16:30 > 0:16:34- some items haven't been swapped at all.- Dishwasher tabs.
0:16:34 > 0:16:38- They look different.- And some have simply been confiscated.
0:16:38 > 0:16:40No!
0:16:40 > 0:16:44What do you think about having your Kindles instead of your iPads?
0:16:44 > 0:16:47- I don't like it.- Oh, no. Ru?
0:16:47 > 0:16:49- Love it!- Really? Yay!
0:16:49 > 0:16:51What have they done with my headphones?
0:16:51 > 0:16:53They're not yours, definitely not.
0:16:53 > 0:16:55I remember this thing, though.
0:16:55 > 0:16:58Oh, my God, those nappies look so cheap!
0:16:58 > 0:17:01Yep, £104 a year cheaper, in fact,
0:17:01 > 0:17:05and these supermarket own nappies are award-winning.
0:17:05 > 0:17:07Why did they have to do this?
0:17:07 > 0:17:11I think they're trying to re-educate Mum and Dad into making us
0:17:11 > 0:17:14- more aware of other things on the market.- Teach us a lesson.
0:17:14 > 0:17:16Yes, so maybe we can get other things cheaper
0:17:16 > 0:17:18and save Mum and Dad some money.
0:17:18 > 0:17:21Yeah, we do need to save some money, because what do we need?
0:17:21 > 0:17:22- We need a bathroom.- Don't we?
0:17:24 > 0:17:27Challenging the couple's love of a label could be crucial,
0:17:27 > 0:17:29especially when it comes to the kids.
0:17:29 > 0:17:32It's been de-labelled! It's got no label on it!
0:17:32 > 0:17:34- Is that what you're looking for? - Yeah!
0:17:34 > 0:17:37So, gone are the designer names, replaced by like-for-like
0:17:37 > 0:17:41high street alternatives, but would the Allens know the difference?
0:17:41 > 0:17:43I think it might be designer or something.
0:17:43 > 0:17:46It feels quite good quality.
0:17:46 > 0:17:48Oh, no!
0:17:48 > 0:17:50My make-up!
0:17:50 > 0:17:53Yep, you've only got a little bit of make-up.
0:17:54 > 0:17:57Naomi's make-up cost her £674.
0:17:57 > 0:18:00So how will she make do with a slimline selection
0:18:00 > 0:18:03that's worth just under 60 quid?
0:18:03 > 0:18:05Oh, no! One perfume!
0:18:05 > 0:18:08Mum, you don't need 11 perfumes on there.
0:18:08 > 0:18:13- I do... No! You can't do this! - One cupboard between us!
0:18:13 > 0:18:15I don't know what to think right now, to be honest.
0:18:15 > 0:18:18I'm really nervous about the week ahead.
0:18:18 > 0:18:22I think having taken everything away from me, it's really daunting.
0:18:22 > 0:18:24I'm really, really nervous.
0:18:24 > 0:18:27Ah, but there's really no need, cos when it comes to
0:18:27 > 0:18:32shopping better for less, we know a man who can help us all -
0:18:32 > 0:18:35consumer expert Professor Avi Shankar.
0:18:35 > 0:18:37I'm here to do two things.
0:18:37 > 0:18:41Basically, to reveal some of the tactics that marketing people use
0:18:41 > 0:18:45to make us buy more and, second, I'm here to try
0:18:45 > 0:18:48and help people keep more of their money in their wallets.
0:18:48 > 0:18:53The Allens often buy on impulse, making them a retailer's dream.
0:18:53 > 0:18:56But Avi is clued up on how to become a smarter shopper.
0:18:56 > 0:18:58So what have we got here, then, Avi?
0:18:58 > 0:19:02A maze and some rather cute looking little miniatures.
0:19:02 > 0:19:06- Those are me and you! - Yes, that's you, Steph.
0:19:06 > 0:19:09What we're trying to show are some of the tactics
0:19:09 > 0:19:11and techniques that retailers use.
0:19:11 > 0:19:14They want to attract us into the store,
0:19:14 > 0:19:17so often you'll have very attractive displays at the front.
0:19:17 > 0:19:19- So if we go in through the door... - Come on, then.
0:19:19 > 0:19:22Oh, look, Steph, there's some new perfume here.
0:19:22 > 0:19:24So why do you think the perfume is there?
0:19:24 > 0:19:26Because they're normally pretty bottles.
0:19:26 > 0:19:28Well, they're also high-value goods,
0:19:28 > 0:19:31and also, they're bombarding your senses with the smell.
0:19:31 > 0:19:34So retail environments aren't just about the space,
0:19:34 > 0:19:37but also engaging the senses, so here, smell,
0:19:37 > 0:19:41and also, obviously, sound is very important, as well.
0:19:41 > 0:19:44Depending on the shop, they'll play different music.
0:19:44 > 0:19:46Now, sometimes it'll be to slow you down,
0:19:46 > 0:19:49but other stores might want you to go through the store
0:19:49 > 0:19:52- quite quickly, so they'll play much quicker tempos.- Oh, really?
0:19:52 > 0:19:55So it'll be a bit more up-tempo, "See you later, let's go."
0:19:55 > 0:19:57Some department stores are like adult sweet shops, really.
0:19:57 > 0:19:59Everywhere you look,
0:19:59 > 0:20:01there's something really great to look at or buy.
0:20:01 > 0:20:05So yesterday, I was in a shop I know very well,
0:20:05 > 0:20:08went to the area where normally you'd buy knickers and bras -
0:20:08 > 0:20:10no knickers or bras there, completely threw me.
0:20:10 > 0:20:12- What's that about, then? - Well, if they move it
0:20:12 > 0:20:15then that means you have to spend more time in the shop,
0:20:15 > 0:20:18therefore, you're more exposed to a greater variety of brands
0:20:18 > 0:20:22and, hopefully, you'll be seduced into buying something
0:20:22 > 0:20:24that perhaps you didn't plan on buying when you went in.
0:20:24 > 0:20:26No, well, I came out with falafels.
0:20:26 > 0:20:28From a shop that sells bras and knickers?!
0:20:28 > 0:20:30Yeah.
0:20:30 > 0:20:34Back in Yorkshire, the Allens are negotiating their maze of life
0:20:34 > 0:20:37without labels for the first time.
0:20:37 > 0:20:39Let's have a look what delights we have in here.
0:20:39 > 0:20:42Given Naomi's devotion to designer brands,
0:20:42 > 0:20:46the family could make big savings if their biggest spender
0:20:46 > 0:20:49was willing to try our like-for-like high street alternatives.
0:20:49 > 0:20:52The top's not bad. They've got quite a nice pattern on them.
0:20:52 > 0:20:56Oh, yeah, I love this. This is something I would wear.
0:20:56 > 0:20:59Oh, yes, we know. It's almost identical to one you already own.
0:20:59 > 0:21:03But if you had bought this £25 high street alternative instead,
0:21:03 > 0:21:05you would have spent almost half as much.
0:21:07 > 0:21:09But it's on the smallest outfits
0:21:09 > 0:21:11that the biggest savings could be made.
0:21:11 > 0:21:14This is fairly typical of what we'd normally go for, isn't it?
0:21:14 > 0:21:18It feels nice quality, actually. Might be designer.
0:21:18 > 0:21:22It's high street, but doesn't that show the difference a label makes?
0:21:22 > 0:21:26In the UK, the children's wear market is worth
0:21:26 > 0:21:28a whopping £6.7 billion,
0:21:28 > 0:21:32but given the limited lifespan, opting for cut-price clothes
0:21:32 > 0:21:36like this £3 T-shirt and £6 jeans could save a fortune.
0:21:36 > 0:21:40But I like the T-shirt and hoodie, though. The T-shirt and hoodie...
0:21:40 > 0:21:45- And my favourite colour, it's got on.- I quite like it!
0:21:45 > 0:21:50At £12 for the budget fashion store, that's £25 cheaper
0:21:50 > 0:21:52than his original jacket.
0:21:52 > 0:21:55I think it's good. Hurray! Good!
0:21:55 > 0:21:57And it could just save the kids
0:21:57 > 0:22:00from developing their own designer devotion.
0:22:00 > 0:22:03Would you like your shoes better if they were Adidas?
0:22:03 > 0:22:05I think I probably would.
0:22:05 > 0:22:07Yeah. I'm terrible.
0:22:09 > 0:22:15I'm not very keen on the own brands.
0:22:16 > 0:22:19But the decision is not up to six-year-old Rudy.
0:22:19 > 0:22:23On the boys' trainers alone, the family could have spent
0:22:23 > 0:22:28over £50 less, which sounds a lot to me like smart shopping.
0:22:28 > 0:22:30Something Avi knows all about.
0:22:30 > 0:22:36Brand owners will pay money for specific spots in the shop.
0:22:36 > 0:22:38The most coveted space is that eye-level space,
0:22:38 > 0:22:42and we often find that it's the big brands that are in that space.
0:22:42 > 0:22:46- Which might be the more pricey stuff.- Could well be.
0:22:46 > 0:22:48So you need to stop...
0:22:48 > 0:22:50drop and then shop.
0:22:50 > 0:22:55A lesson if you want to spend less on household products, where
0:22:55 > 0:22:59big names outsell own brands to the tune of over £2 billion a year.
0:22:59 > 0:23:02You're just drawn to the brands because you grow up with them
0:23:02 > 0:23:06- and you trust them.- We always stick with the ones we like.- Yeah, we do.
0:23:06 > 0:23:11And the brands that the Allens like always seem to be the biggest names.
0:23:11 > 0:23:12I'm a bit sceptical, yeah.
0:23:12 > 0:23:15I love my Fairy, cos you just need the tiniest bit.
0:23:15 > 0:23:17Right, you wash, I'll dry.
0:23:17 > 0:23:21At just 79p, this budget supermarket own brand is a saving
0:23:21 > 0:23:25of more than a third on their usual big label choice.
0:23:25 > 0:23:28- Yeah, it's bubbly.- I think it smells the same, looks the same.
0:23:28 > 0:23:30I don't know how you would tell.
0:23:30 > 0:23:32And if it's cheaper then that's a no-brainer, isn't it?
0:23:32 > 0:23:36It seems like the Allens are coming around to the idea
0:23:36 > 0:23:37of binning the brands.
0:23:43 > 0:23:46Chores over, Naomi settles down to a bit of me-time.
0:23:46 > 0:23:48But when it comes to her personal appearance,
0:23:48 > 0:23:51will this beauty therapist be so open-minded?
0:23:51 > 0:23:54Naomi is in the shower
0:23:54 > 0:23:57and she spends a lot of money on her shampoo.
0:23:57 > 0:24:00So...I don't know how she'll get on with the shampoo.
0:24:00 > 0:24:02Have you tried your shampoo yet?
0:24:02 > 0:24:05- Yeah, it's not lathering very well. - Isn't it?- No.
0:24:05 > 0:24:07It smells nice.
0:24:09 > 0:24:12The Allen's are rinsing £82 a year on shampoo,
0:24:12 > 0:24:17but with this supermarket own swap costing just 55p a bottle,
0:24:17 > 0:24:21they could make a saving of over £70.
0:24:21 > 0:24:23OK, that's not actually as bad as I thought,
0:24:23 > 0:24:27putting my brush through it, so I may be eating my words.
0:24:30 > 0:24:34Shampoo is a popular product drowning in big brand names,
0:24:34 > 0:24:38but are the more pricey products worth the extra spend?
0:24:38 > 0:24:41We've gathered a team of trainee hairdressers, their clients
0:24:41 > 0:24:45and bosses, to put six different shine shampoos to the test.
0:24:45 > 0:24:47I think you can tell the difference
0:24:47 > 0:24:49between a cheap and an expensive shampoo.
0:24:49 > 0:24:52I do tend to just go for whatever is on offer in the shops.
0:24:52 > 0:24:55But with our shampoos in de-branded dispensers,
0:24:55 > 0:24:58the judgment will be based purely on performance.
0:24:58 > 0:25:03Going under the tap are Aldi's Sensations Shine Shampoo,
0:25:03 > 0:25:06the cheapest in our range at 22p per 100ml.
0:25:06 > 0:25:08Next up, Head and Shoulders,
0:25:08 > 0:25:12costing over four times as much at £1.
0:25:12 > 0:25:18Naomi's usual brand, Aussie, make this Miracle Shine Shampoo at £1.20.
0:25:18 > 0:25:22Then ethical brand Green People at £7.48.
0:25:22 > 0:25:26Premium brand Dermalogica is our second most pricey option
0:25:26 > 0:25:29at just over £8 per 100ml.
0:25:29 > 0:25:33At the top end of the market, Philip B Forever Shine,
0:25:33 > 0:25:36costing a huge £24.54.
0:25:38 > 0:25:41All of our shampoos claim to deliver shiny locks,
0:25:41 > 0:25:46so which would prove a sparkling success and which a total wash-out?
0:25:47 > 0:25:52First up, at just 89p per bottle, was the discount store own brand.
0:25:52 > 0:25:55- Got a beautiful shine on there. - And it's quite soft.- It feels clean.
0:25:55 > 0:25:58- Probably a good shampoo.- I agree.
0:25:58 > 0:26:00And what of the biggest brand in the batch?
0:26:00 > 0:26:02It doesn't seem as shiny.
0:26:02 > 0:26:06- I would say this is probably a cheaper one.- So would I.
0:26:06 > 0:26:10Would this product, from the makers of Naomi's own shampoo,
0:26:10 > 0:26:11turn our experts' heads?
0:26:12 > 0:26:14It's quite shiny.
0:26:14 > 0:26:17- It's got the static, but it has got the shine, as well.- Yeah.
0:26:17 > 0:26:20This one's very shiny. Very, very shiny.
0:26:20 > 0:26:21It feels nice, too.
0:26:21 > 0:26:24At the end of our test, our outright winner
0:26:24 > 0:26:28was the most expensive shampoo, at a whopping £54 a bottle.
0:26:31 > 0:26:34Well, it does what it says on the bottle, if you can afford it.
0:26:34 > 0:26:37But cheapest choice, at a 60th of the price,
0:26:37 > 0:26:41Aldi took a great second place.
0:26:41 > 0:26:45Yeah, I think with the right conditioner and styling products...
0:26:45 > 0:26:48- Yeah.- It's worth the money. - Definitely.
0:26:48 > 0:26:49So, sometimes, you do get
0:26:49 > 0:26:51what you pay for and, if you want
0:26:51 > 0:26:53to spend over £50 on a shampoo,
0:26:53 > 0:26:55our winner clearly does the job.
0:26:55 > 0:26:57But at that price,
0:26:57 > 0:26:58it's not for everyone.
0:26:58 > 0:27:00For me to spend £54 on a shampoo,
0:27:00 > 0:27:03it would have to have gold coming out of that.
0:27:03 > 0:27:06So it's worth noting that the own brand shampoo
0:27:06 > 0:27:08came in a very respectable second place.
0:27:08 > 0:27:11And it goes to show, when it comes to value for money,
0:27:11 > 0:27:13it really is worth shopping around.
0:27:19 > 0:27:22Back at the Allens', the designer packaging has gone,
0:27:22 > 0:27:26replaced by mystery products that could cost them much less.
0:27:26 > 0:27:32I normally use MAC Studio Fix, and I just find that's really even,
0:27:32 > 0:27:37suits my colouring, it stays on, it's pretty much all-day wear.
0:27:37 > 0:27:41And, at £22 a bottle, it costs a whopping £260 a year.
0:27:43 > 0:27:45I don't think this is my usual brand.
0:27:45 > 0:27:47I would say this has been swapped.
0:27:47 > 0:27:50It has - an annual saving of £60.
0:27:51 > 0:27:54And Richard's preparing for the school run.
0:27:54 > 0:27:57About half an hour to get ready.
0:27:57 > 0:27:58Trainers would be nice.
0:27:58 > 0:28:01No idea what they are. They look leather.
0:28:01 > 0:28:04And only £10 from a value fashion chain.
0:28:04 > 0:28:07£55 less than his branded originals.
0:28:08 > 0:28:10Looks all right from here.
0:28:10 > 0:28:12Although I've not seen myself in the mirror, though.
0:28:12 > 0:28:13Let me do my hair.
0:28:13 > 0:28:15Right...
0:28:15 > 0:28:18What have you got for me here? Hair-styling wax.
0:28:18 > 0:28:22To test whether the Allens can really spot a designer product,
0:28:22 > 0:28:24expensive items were swapped in, too.
0:28:25 > 0:28:27This one smells a bit funny.
0:28:27 > 0:28:31Ah, Richard doesn't look impressed. Maybe branded isn't always best.
0:28:31 > 0:28:33And at £11.50, this designer wax
0:28:33 > 0:28:37would cost £200 a year more than Richard's usual.
0:28:38 > 0:28:41But believe it or not, there may be occasions
0:28:41 > 0:28:44when the splurge could be better value than the save.
0:28:44 > 0:28:47There's not much point spending a lot of money on something
0:28:47 > 0:28:49you're simply not going to use very often,
0:28:49 > 0:28:51because the price per use will be very high.
0:28:51 > 0:28:56However, sometimes it's worth spending lots of money on an item,
0:28:56 > 0:28:58because you're going to use it a lot
0:28:58 > 0:29:01and so the price per use will be quite low.
0:29:01 > 0:29:04Hm, I might take a bit of convincing on that one, Avi.
0:29:04 > 0:29:08So I'm heading north to find out what's the big deal
0:29:08 > 0:29:10with the big names.
0:29:10 > 0:29:11Like a lot of people,
0:29:11 > 0:29:14now and again I will spend quite a bit of money on something.
0:29:14 > 0:29:16But most of the time, I want it to be cheap.
0:29:16 > 0:29:20And this business, well, they sometimes charge hundreds of pounds
0:29:20 > 0:29:21for the jackets they make.
0:29:21 > 0:29:24It would take a lot for me to spend that kind of money.
0:29:24 > 0:29:26So I've come to find out whether it's worth it.
0:29:26 > 0:29:31J Barbour & Sons have been knocking out wax jackets for over 100 years.
0:29:32 > 0:29:34Hiya. You all right?
0:29:34 > 0:29:36They don't come cheap.
0:29:36 > 0:29:38Partly because they're largely handmade
0:29:38 > 0:29:40in a British clothes factory...
0:29:40 > 0:29:43where Angela is the technical manager.
0:29:43 > 0:29:45How many sets of eyes and how many people are involved
0:29:45 > 0:29:48in making just one jacket, do you reckon?
0:29:48 > 0:29:51Well, we've got 20 on the line, who work for me,
0:29:51 > 0:29:53from the beginning, right through the different processes.
0:29:53 > 0:29:55Do you think it makes a big difference, then,
0:29:55 > 0:29:58the fact it's, you know, got so many people involved in it?
0:29:58 > 0:30:00That's what the customer is paying for.
0:30:00 > 0:30:02Different parts of the garment,
0:30:02 > 0:30:05where you have to be precise with the stitching detail,
0:30:05 > 0:30:07we can't automate that.
0:30:07 > 0:30:12And as machinists like Maureen know, the devil's in the detail.
0:30:12 > 0:30:15I hope you're not thinking, "Look at those cheap things she's got on!"
0:30:15 > 0:30:17Can I ask how much you paid for your jacket?
0:30:17 > 0:30:19It was £20.
0:30:19 > 0:30:21Not worth it.
0:30:21 > 0:30:23What is the difference between...?
0:30:23 > 0:30:25That zip works, right? What difference...?
0:30:25 > 0:30:28See all the stitching in between?
0:30:28 > 0:30:30That's all open there and it's wavy.
0:30:30 > 0:30:33- And that's a lot, what, more solid? - That's neater, yeah.
0:30:33 > 0:30:35It is expensive, isn't it, to buy a Barbour jacket?
0:30:35 > 0:30:38So something like this, where I've only spent 20 quid
0:30:38 > 0:30:39and it's lasted me a while...
0:30:39 > 0:30:42You know, we will literally make sure that that jacket
0:30:42 > 0:30:46can last you a lifetime, if you take care of it and look after it.
0:30:46 > 0:30:49And if your coat does come a cropper,
0:30:49 > 0:30:53the customer service manager, Jean, looks after the repairs.
0:30:53 > 0:30:55I mean, surely that's had its day now, hasn't it?
0:30:55 > 0:30:57- No, no, no.- No?- Definitely not.
0:30:57 > 0:31:00All it required was a new zip.
0:31:00 > 0:31:02It's a very good form of recycling.
0:31:02 > 0:31:04Which is unusual these days,
0:31:04 > 0:31:05because we live in a kind of
0:31:05 > 0:31:07disposable clothing culture, don't we?
0:31:07 > 0:31:08I mean, I'm guilty of that.
0:31:08 > 0:31:11I'll buy something and then, if I ever got to that stage,
0:31:11 > 0:31:13I'd be putting it in the bin or the charity shop bag.
0:31:13 > 0:31:15So if you like your clothes long-wearing
0:31:15 > 0:31:17rather than the latest fashion,
0:31:17 > 0:31:21you can still splash out and save in the long run.
0:31:21 > 0:31:23You've got to think about what you want it for.
0:31:23 > 0:31:24Do you want it to last a long time
0:31:24 > 0:31:26or do you just want to look good for a few months?
0:31:26 > 0:31:30Cos that's where you've got to weigh things up when you're spending the money is,
0:31:30 > 0:31:33am I going to have something, like my jacket that was 20 quid,
0:31:33 > 0:31:35that might not last me forever, but does me for now?
0:31:35 > 0:31:38Or do you want something that's going to last you a lifetime
0:31:38 > 0:31:39and you'll have to spend more on it?
0:31:41 > 0:31:44But if you're not planning on passing your coat to your children,
0:31:44 > 0:31:46you need to think if it's worth the splurge.
0:31:49 > 0:31:52Back in Yorkshire, Alex and I want to show our shopaholic family
0:31:52 > 0:31:56how less pricey brands stand up to the big names.
0:31:56 > 0:31:58You know I went to the Barbour factory
0:31:58 > 0:32:02and learnt about how they really take quality control seriously?
0:32:02 > 0:32:05But there is a question over whether you really need to spend that much.
0:32:05 > 0:32:07Yeah, even if you're looking for a waterproof coat,
0:32:07 > 0:32:09you want one that really works and does the job.
0:32:09 > 0:32:12But you don't want to spend a fortune, do you?
0:32:12 > 0:32:13But the Allens usually do.
0:32:13 > 0:32:17So we've called on some rain-loving ramblers from Sheffield University
0:32:17 > 0:32:20to test out waterproof jackets in a range of prices.
0:32:20 > 0:32:23Well, they are used to getting wet, aren't they?
0:32:24 > 0:32:27I would never go cheaper. In heavy rain, they'll let water through.
0:32:27 > 0:32:29Mine looks like a bin bag.
0:32:29 > 0:32:31Oh, God!
0:32:31 > 0:32:34- Yeah, it's not very thick, this one. - Yeah, that one's like paper.
0:32:34 > 0:32:36I probably wouldn't buy a cheap waterproof.
0:32:36 > 0:32:38Even if it is chucking it down with rain.
0:32:38 > 0:32:44On trial today are a Gelert jacket costing £29.99p.
0:32:44 > 0:32:49Priced at just a penny more, Regatta's Pack It Jacket at £30.
0:32:49 > 0:32:54A Trespass waterproof priced at £51.99.
0:32:54 > 0:32:58Jumping up a notch, a Berghaus at £75.
0:32:58 > 0:33:03And the second most expensive is Montane, costing £110.
0:33:03 > 0:33:09At the top, the well-known make The North Face at £170.
0:33:09 > 0:33:11Now, I hope you've brought a hairdryer.
0:33:11 > 0:33:13Because we are going to soak the lot of you
0:33:13 > 0:33:17and see, actually, which coat is the best value for money.
0:33:21 > 0:33:25Three, two, one, go!
0:33:26 > 0:33:31So which waterproof will withstand a good all-round soaking the best?
0:33:41 > 0:33:44- What do you reckon?- As a rambler, do you think it's done the job?- No.
0:33:44 > 0:33:47You don't? You feel a bit damp under there?
0:33:48 > 0:33:52The cheapest in our range proved a bit of a damp squib.
0:33:53 > 0:33:55Ooooh!
0:33:55 > 0:33:57Steph!
0:33:57 > 0:33:59That wasn't me!
0:33:59 > 0:34:04At £51.99, the Trespass jacket proved just as waterproof
0:34:04 > 0:34:07as the much more expensive Berghaus and Montane.
0:34:09 > 0:34:12But for the Allens, one of the biggest surprises
0:34:12 > 0:34:13was that the most expensive option,
0:34:13 > 0:34:17The North Face jacket at £170...
0:34:17 > 0:34:18- ALL:- Ooooh!
0:34:18 > 0:34:21..was very nearly matched on performance
0:34:21 > 0:34:24by the Regatta, costing just 30.
0:34:25 > 0:34:27Turn around. Oh, wow!
0:34:28 > 0:34:31So are you surprised by what you saw?
0:34:31 > 0:34:34I felt that the cheaper ones wouldn't fare as well, definitely.
0:34:34 > 0:34:38- They did a lot better than I expected.- Yeah.- For the price.
0:34:38 > 0:34:42I don't think I'd necessarily now go and spend £170 on a coat,
0:34:42 > 0:34:44knowing that I'd get exactly the same results
0:34:44 > 0:34:46from one that's cheaper.
0:34:46 > 0:34:48And there is still more to come.
0:34:51 > 0:34:54You're not going to come near me with that hose!
0:34:55 > 0:34:58Oooooh!
0:34:59 > 0:35:03It seems the test showed the family that less expensive brands
0:35:03 > 0:35:05are definitely worth considering.
0:35:05 > 0:35:08But can Seb and Rudy spot whether their replica clothes
0:35:08 > 0:35:10are high-end or high street?
0:35:10 > 0:35:13So is it weird, though, not knowing where your clothes have come from?
0:35:13 > 0:35:16Especially when they've been de-labelled.
0:35:16 > 0:35:18When they've been de-labelled? But you like them, though?
0:35:18 > 0:35:21- Yeah, I do like them.- Do you think it'll change the way we shop?
0:35:21 > 0:35:22Yes, it might.
0:35:22 > 0:35:25But I don't think I'd ever go out and actually choose this.
0:35:25 > 0:35:28But when it's been chosen for me and I try it on,
0:35:28 > 0:35:30I probably will like it.
0:35:30 > 0:35:33Well, the boys seem happy with their new clothes.
0:35:33 > 0:35:35And if they'd been bought these instead,
0:35:35 > 0:35:38the family could have spent £26 less.
0:35:38 > 0:35:43- The trouble is, we don't go in all these different shops.- No.
0:35:43 > 0:35:45We only go in the same ones, don't we?
0:35:45 > 0:35:48- We stick to one shop that we know. - Yeah, exactly.
0:35:48 > 0:35:51- So maybe we need to be a little bit more adventurous.- Yeah.
0:35:51 > 0:35:53Tell that to Naomi, who's not doing too well
0:35:53 > 0:35:57with her replacement straighteners, which cost £90.
0:35:57 > 0:35:59They're buzzing at me!
0:36:00 > 0:36:02Oh, I'm not sure about these, though.
0:36:02 > 0:36:06If she had gone for these instead, she would have spent £75 less.
0:36:06 > 0:36:08But at what cost to her hair?
0:36:08 > 0:36:11These are pulling more than my GHDs, as well.
0:36:11 > 0:36:15There seems to be... Like, my hair's getting... Look!
0:36:15 > 0:36:16Look at that!
0:36:16 > 0:36:19What have they given me?
0:36:19 > 0:36:22Hm... No. I'm not impressed with these things.
0:36:22 > 0:36:25This might be one area where splashing out is justified.
0:36:25 > 0:36:29So will we have more joy when it comes to the boys' tablets?
0:36:29 > 0:36:32With their iPads confiscated,
0:36:32 > 0:36:36are they just as happy with our own less-costly Kindles?
0:36:36 > 0:36:38I prefer my thingy.
0:36:38 > 0:36:40Erm, Kindle.
0:36:40 > 0:36:42If only Richard and Naomi had thought
0:36:42 > 0:36:45whether the boys really needed the iPads.
0:36:45 > 0:36:47On two tablets alone,
0:36:47 > 0:36:50they could have stopped themselves spending over 600 quid.
0:36:50 > 0:36:53And the savings don't stop there.
0:36:53 > 0:36:57We've swapped Naomi's £105 handbag for a 12-quid version.
0:36:57 > 0:36:59So, boys, what do you think of Mum's bag?
0:36:59 > 0:37:01I love your bag, Mum.
0:37:01 > 0:37:03- What's it made of? - Erm, I'm not sure.
0:37:03 > 0:37:07It's not leather. But that doesn't worry me too much.
0:37:07 > 0:37:10- RICHARD:- Do you think it could be designer?- It could be Jimmy Choo.
0:37:10 > 0:37:13- Right, boys, get your coats. We're going out.- Yay!
0:37:13 > 0:37:16- Where are we going? - Oh, somewhere exciting.- Cool!
0:37:16 > 0:37:18- Show off Mum's outfit.- Yay!
0:37:20 > 0:37:23Our fashion-conscious family's usual choice of clothes
0:37:23 > 0:37:29would have set them back a combined total of nearly £770.
0:37:29 > 0:37:33Today's like-for-like outfits cost just under £250.
0:37:33 > 0:37:35If they'd bought these instead,
0:37:35 > 0:37:38they'd have spent more than £520 less.
0:37:39 > 0:37:42These clothes are very comfy to climb in.
0:37:43 > 0:37:46I've been wearing these clothes all day.
0:37:46 > 0:37:48They are quite comfy.
0:37:49 > 0:37:52But would Seb's friend be a fan of his unbranded £10 trainers?
0:37:54 > 0:37:56What do you think of my trainers, then, Zoe?
0:37:56 > 0:37:58I quite like them.
0:38:02 > 0:38:04So if kids are less taken in by a label,
0:38:04 > 0:38:07why do we adults fall for it?
0:38:07 > 0:38:11We've come to see Professor Avi to find out more.
0:38:11 > 0:38:13How many adverts do you think are in this magazine?
0:38:13 > 0:38:15Hm...
0:38:15 > 0:38:17Definitely more than 20%, I'd say.
0:38:17 > 0:38:20I'd say high 30s.
0:38:20 > 0:38:22Well, what I suggest we do is we rip them out.
0:38:22 > 0:38:25- Right, I'm seven pages in and they're all adverts.- I know.
0:38:25 > 0:38:3056 pages of advertising was found in a men's magazine.
0:38:30 > 0:38:32That's about 31%.
0:38:32 > 0:38:36In the women's monthly, there was an astonishing 178 pages.
0:38:36 > 0:38:40More than half of the total magazine was adverts.
0:38:40 > 0:38:42That is all that's left...
0:38:42 > 0:38:43Of your magazine.
0:38:43 > 0:38:46..of my £4 magazine.
0:38:46 > 0:38:48And these are all the ads you've taken out.
0:38:48 > 0:38:50Oh...
0:38:50 > 0:38:53I knew it was a lot, but I didn't realise it was that many.
0:38:53 > 0:38:54They're actual adverts.
0:38:54 > 0:38:57But the rest of the magazine is all other types of advertorials.
0:38:57 > 0:39:00It's one big advert. The whole magazine is one big advert.
0:39:00 > 0:39:02Mm-hm, and that is what is leading us to spend so much.
0:39:02 > 0:39:08What they're trying to do is represent aspirational images
0:39:08 > 0:39:10of who the reader of the advert could be.
0:39:10 > 0:39:12But they're not very realistic images.
0:39:12 > 0:39:15And when they compare themselves with the images in the adverts,
0:39:15 > 0:39:17they see that there's a gap.
0:39:17 > 0:39:20And that gap between who they are and what they see
0:39:20 > 0:39:23can be closed by using the products that are being advertised.
0:39:23 > 0:39:25I suppose it does leave you feeling,
0:39:25 > 0:39:28"Right, if I buy that perfume or that bit of jewellery,
0:39:28 > 0:39:30"I will become her."
0:39:30 > 0:39:33- Oh, but they're nice, though. - See, we're being sucked in already!
0:39:33 > 0:39:35Well, you are, yes. Of course, that's what these magazines
0:39:35 > 0:39:37- are designed to do.- Mm. It works.
0:39:37 > 0:39:41Time to put the adverts aside and get down to business.
0:39:41 > 0:39:46More than £1 billion a year is spent on impulse buys.
0:39:46 > 0:39:48That £70 exactly, please.
0:39:48 > 0:39:50And for the reckless Allens,
0:39:50 > 0:39:53it's made easier by their use of credit cards.
0:39:53 > 0:39:56So, Richard, I want to have a quick chat with you just about your money.
0:39:56 > 0:40:00Do you ever kind of look at what is going out each month?
0:40:00 > 0:40:02Yeah, I know what our bills are. Our regular bills.
0:40:02 > 0:40:03So I make sure they're paid.
0:40:03 > 0:40:06And the other thing, as well, once I've paid all the direct debits,
0:40:06 > 0:40:08I then pay the credit cards.
0:40:08 > 0:40:11So that, typically, can be another £400 or £500.
0:40:11 > 0:40:14Multiple cards might seem the norm these days.
0:40:14 > 0:40:16In fact, shoppers in the UK
0:40:16 > 0:40:20are some of the most prolific users of plastic in Europe.
0:40:20 > 0:40:23So I've come up with some money-minded advice for Richard.
0:40:23 > 0:40:26I've found using cash when I go out shopping now
0:40:26 > 0:40:29- helps me to not do as much impulse buying.- Right, OK.
0:40:29 > 0:40:32So if you and Naomi are going out shopping
0:40:32 > 0:40:34and you know, for example, you need your lads' coats,
0:40:34 > 0:40:37take the money you'd want to spend on them coats.
0:40:37 > 0:40:39Then if you see something when you're out and about
0:40:39 > 0:40:41and you're thinking, "Oh, I really want to buy that,
0:40:41 > 0:40:43"oh, we haven't got our cards,"
0:40:43 > 0:40:45go home and think about it. It'll still be there.
0:40:45 > 0:40:47- So don't take the cards? - No, don't take them.
0:40:47 > 0:40:49Over half of Brits think paying in cash
0:40:49 > 0:40:51is the easiest way to keep control of spending.
0:40:51 > 0:40:55For Richard, a start would be limiting his cards to one.
0:40:55 > 0:40:58Here we go. Right. We'll just do this properly.
0:40:58 > 0:41:00- Cut up the bit with the chip. - Oh, OK.
0:41:00 > 0:41:02That is it gone, kid.
0:41:02 > 0:41:04- So are you feeling all right about it?- Yeah.
0:41:04 > 0:41:07We just have to tell Naomi you've chopped her card up.
0:41:07 > 0:41:10Have a nice day. Tell Naomi. Good luck. See you.
0:41:10 > 0:41:12Thanks a lot! Leave me with it!
0:41:12 > 0:41:13Oh, sorry, Rich.
0:41:13 > 0:41:16But, hopefully, Naomi's got enough to think about,
0:41:16 > 0:41:20as Alex is upstairs giving her a lesson in brand loyalty.
0:41:20 > 0:41:22But without the labels to colour her judgment,
0:41:22 > 0:41:26will she know the pricey paints from the bargains?
0:41:26 > 0:41:29We've come up with a paint test for you.
0:41:29 > 0:41:32- Now, obviously, you're renovating this bathroom.- Yeah, we are.
0:41:32 > 0:41:34Well, we're trying.
0:41:34 > 0:41:37Our test includes five different bathroom paints,
0:41:37 > 0:41:39all 2.5-litre tins.
0:41:39 > 0:41:42First up is Wilko's mid-sheen bathroom paint,
0:41:42 > 0:41:46the least expensive at just £15 a pot.
0:41:46 > 0:41:50Next up, Homebase own brand at £18.99.
0:41:50 > 0:41:54At just a pound more is Wickes, at £19.99.
0:41:54 > 0:42:00Brand leader Dulux's Bathroom + comes in at £24.49.
0:42:00 > 0:42:03But by far the most expensive in our range
0:42:03 > 0:42:05is Little Greene at £44 a pot.
0:42:05 > 0:42:09You've got all sorts of different makes here.
0:42:09 > 0:42:12Which of them would you naturally gravitate towards?
0:42:12 > 0:42:13I would probably say Dulux.
0:42:13 > 0:42:16It's a brand that I know and I think I trust it.
0:42:16 > 0:42:17I've seen it on the adverts.
0:42:17 > 0:42:20Two coats were applied to each panel.
0:42:20 > 0:42:23But from just the look and feel,
0:42:23 > 0:42:26can Naomi pick out the paint with the lowest price tag?
0:42:26 > 0:42:28I'm finding this really hard.
0:42:28 > 0:42:31- I would say that is the cheapest - paint- 1. Mm-hm.
0:42:31 > 0:42:34And you're happy with that decision?
0:42:34 > 0:42:35Yes, I'm happy with that decision.
0:42:35 > 0:42:37I've probably got it totally wrong, but yeah.
0:42:37 > 0:42:39- Possibly not.- Well...
0:42:39 > 0:42:41- It was the Dulux.- That's terrible!
0:42:41 > 0:42:44- That's a shock, actually, isn't it? - That is a shock, yes.
0:42:44 > 0:42:45That's a massive shock.
0:42:45 > 0:42:49And the cheapest, which is the Wilko, was paint number 5,
0:42:49 > 0:42:52- which I think, actually... - Oh, that surprisingly covers well.
0:42:52 > 0:42:55- It's a really good coverage. - Yeah, I was impressed with that one.
0:42:55 > 0:42:59So in our blind test, bottom of Naomi's list was Dulux.
0:42:59 > 0:43:01But it's not over yet.
0:43:01 > 0:43:03Boys!
0:43:03 > 0:43:04Ah, here they come.
0:43:04 > 0:43:08All of our paints promised to be washable. But can they deliver?
0:43:08 > 0:43:10Oh, look at that one. That's harsh!
0:43:10 > 0:43:14That is never going to come off. Never in a million years.
0:43:14 > 0:43:15No, I'm with you.
0:43:15 > 0:43:17I think we're going to have a real job to get this off.
0:43:17 > 0:43:20So the instructions on all the paints
0:43:20 > 0:43:23are that you only need warm, soapy water to get them off.
0:43:23 > 0:43:28Apart from one, which doesn't give you any specific instructions.
0:43:28 > 0:43:30- Give it a go, Seb. - Time to get it off.
0:43:30 > 0:43:31- Can I have one?- Yeah.
0:43:31 > 0:43:35All of the paints performed well in our test.
0:43:35 > 0:43:38But there were some surprises in store.
0:43:38 > 0:43:42So, Seb, this paint is the one Mum usually uses.
0:43:42 > 0:43:44- Yes.- The Dulux, yes?
0:43:44 > 0:43:47- So how is this faring, do you think? - I've got most of it done.
0:43:47 > 0:43:51Let's have a look at the cloth. Any blue paint on there?
0:43:52 > 0:43:53No, not really, is there?
0:43:53 > 0:43:56But the littlest member of Team Clean
0:43:56 > 0:43:59is getting equally good results with the cheapest paint.
0:43:59 > 0:44:01Look how clean mine is.
0:44:01 > 0:44:05At just £15 a pot, it's nearly a tenner cheaper than Dulux.
0:44:05 > 0:44:08And paint 5 is the cheapest, Rudy, can you believe it?
0:44:08 > 0:44:09Now, what would you say to Mum?
0:44:09 > 0:44:14Because Mum would never use paint 5 normally.
0:44:14 > 0:44:15I would say...
0:44:16 > 0:44:18Just give it a go, Mum.
0:44:18 > 0:44:19Just give it a go, Mum.
0:44:19 > 0:44:22Naomi's starting to see that there's a world
0:44:22 > 0:44:24beyond the brand she's used to.
0:44:24 > 0:44:27But can she cope with something that should curb her impulse shopping?
0:44:28 > 0:44:30- How have you got on?- All right.
0:44:30 > 0:44:32We had a good chat about money.
0:44:32 > 0:44:35I've got one thing to own up on, though.
0:44:37 > 0:44:39We had a little bit of a...
0:44:39 > 0:44:42- What have you done?! - Well, we decided...
0:44:42 > 0:44:44I need my cards!
0:44:44 > 0:44:46No, no, we've not got rid of all of them.
0:44:46 > 0:44:49So, yeah, Steph did it, really. But she cut your card up.
0:44:49 > 0:44:51All right, well, I let her.
0:44:51 > 0:44:52- Wait till I see her!- I know!
0:44:52 > 0:44:54I'm having her!
0:44:56 > 0:44:59With so much money to be made from impulse shoppers like Naomi,
0:44:59 > 0:45:02it's no wonder that brands use every trick in the book
0:45:02 > 0:45:04to part us from our cash.
0:45:04 > 0:45:08Part of the point of advertising is to keep us constantly buying things.
0:45:08 > 0:45:11And in order to do that, they obviously spend a lot of money
0:45:11 > 0:45:12on developing new products
0:45:12 > 0:45:15and then advertising those new products to us.
0:45:15 > 0:45:20And what we often see is some odd phrases appearing.
0:45:20 > 0:45:22So, for example,
0:45:22 > 0:45:25you may see a shampoo or some make-up
0:45:25 > 0:45:27with some new miracle ingredient.
0:45:27 > 0:45:31So the brands are trying to provide us with a solution to a problem
0:45:31 > 0:45:34- that we don't necessarily have to begin with?- Absolutely.
0:45:34 > 0:45:37And so, to illustrate that, I've got a little game we're going to play.
0:45:37 > 0:45:39- We like a game!- We like a game!
0:45:40 > 0:45:42Now, what I've got are some phrases
0:45:42 > 0:45:46- that these products use to advertise.- OK.
0:45:46 > 0:45:48And then you have to decide
0:45:48 > 0:45:51which phrase goes with which product.
0:45:51 > 0:45:52So...
0:45:52 > 0:45:54"Quantum Max".
0:45:54 > 0:45:56Do think that's, like, technology?
0:45:56 > 0:46:00I think it's something that's geared to a more male-dominated market.
0:46:00 > 0:46:03- Right, let's go with gadgets.- OK.
0:46:03 > 0:46:07- In actual fact, it's dishwasher tablets.- No, it's not!
0:46:07 > 0:46:10So that would go over here with cleaning products.
0:46:10 > 0:46:12Do we need Quantum Max in our dishwasher tablets?
0:46:12 > 0:46:15- We probably do, I don't know. - This one might be a bit easier.
0:46:15 > 0:46:17"3-D White Luxe".
0:46:17 > 0:46:19- Tooth care.- Right!
0:46:19 > 0:46:22OK, but what is 3-D White Luxe?
0:46:22 > 0:46:25Yeah, because you'd hope your teeth are 3-D, anyway, wouldn't you,
0:46:25 > 0:46:27- if you're going to eat anything? - Well, you would.
0:46:27 > 0:46:29"Novamin".
0:46:29 > 0:46:31Well, I think that's trying to say...
0:46:31 > 0:46:33Is it a new mineral or something?
0:46:33 > 0:46:36So would it be skincare?
0:46:36 > 0:46:38- It's actually toothpaste.- Again?
0:46:38 > 0:46:40Yes. What mineral is it? I don't know.
0:46:40 > 0:46:41But it's a new one, though.
0:46:41 > 0:46:43If it's new, it's not what we've currently got,
0:46:43 > 0:46:45so you've created that gap again
0:46:45 > 0:46:48between what we have now and what we could have in the future.
0:46:48 > 0:46:49This is doing my head in now,
0:46:49 > 0:46:52because every single word is, like, made up.
0:46:52 > 0:46:55As consumers, we have to be conscious that,
0:46:55 > 0:46:57when we see these words used, to actually ask ourselves,
0:46:57 > 0:46:59"Well, what do they actually mean?"
0:46:59 > 0:47:01- Don't believe the hype.- Hm.
0:47:02 > 0:47:04Well, that's a lesson the Allens could do with learning,
0:47:04 > 0:47:08as the couple struggle to assess a mystery washing powder.
0:47:09 > 0:47:12- It's really white, isn't it? - Oh, that's not Fairy.
0:47:13 > 0:47:16So let's have a look at some of Dolly's stuff.
0:47:16 > 0:47:18- Because that gets covered. - That is true. I've got one here.
0:47:18 > 0:47:20A T-shirt of hers.
0:47:20 > 0:47:23And she got covered in Bolognese the other day with this on.
0:47:23 > 0:47:25- I mean, they're pretty clean. - That's not bad.
0:47:25 > 0:47:27There's those two marks there.
0:47:27 > 0:47:30But would you think that Fairy would have got that out straightaway?
0:47:30 > 0:47:31Possibly, yeah.
0:47:32 > 0:47:36It's a supermarket own brand that cost just £2.57.
0:47:36 > 0:47:39Half the price of their usual big-name brand.
0:47:39 > 0:47:41- Shall we try the bubble bath?- Yeah.
0:47:41 > 0:47:43But what would she make of the baby bath wash?
0:47:43 > 0:47:46First impressions, it doesn't seem to bubble as much.
0:47:46 > 0:47:48- It's not bubbly at all, is it?- No.
0:47:48 > 0:47:51- It smells nice, though. - Does it?- Yeah.
0:47:52 > 0:47:55In fact, it's their usual big brand
0:47:55 > 0:47:56which, at just under £3,
0:47:56 > 0:47:59sets them back nearly 35 quid a year.
0:47:59 > 0:48:01But if they can't even recognise it,
0:48:01 > 0:48:05perhaps the time has come to try out new ones.
0:48:05 > 0:48:07I think if we're happy with this and Dolly likes it
0:48:07 > 0:48:09and we think it does all the same things
0:48:09 > 0:48:12then do we really need to be spending on Jones'?
0:48:12 > 0:48:14Because I guess that's more expensive.
0:48:14 > 0:48:17But will the new thinking also apply
0:48:17 > 0:48:20to little Dolly's £10 designer-free dresses?
0:48:20 > 0:48:22Let's have a look.
0:48:22 > 0:48:23What have we got, little lady?
0:48:23 > 0:48:25Oh, that is gorgeous!
0:48:27 > 0:48:29- Yeah, that is nice.- Oh, it's like a little party dress.- Yeah.
0:48:29 > 0:48:33And £15 cheaper than Dolly's usual fancy frocks.
0:48:33 > 0:48:37- It's nice material, as well, isn't it?- It is, yeah. It feels OK.
0:48:37 > 0:48:40If it was going to be cheap, they wouldn't lie, would they, like that?
0:48:40 > 0:48:41Would they?
0:48:41 > 0:48:44Well, actually, Richard, at just £10, this supermarket dress
0:48:44 > 0:48:47is quite a lot cheaper than you'd usually spend.
0:48:48 > 0:48:51You like your shoes, don't you? Like Mummy. You do.
0:48:51 > 0:48:53We just need to find some cheaper options, don't we?
0:48:53 > 0:48:56And then we can have lots of them. It'd be cheaper.
0:48:56 > 0:48:58And Daddy would be a happy man.
0:48:59 > 0:49:02With the experiment at an end, will the Allens agree
0:49:02 > 0:49:05to keep using our substitutes and spend less in future
0:49:05 > 0:49:09once they find out what products they've actually been using?
0:49:09 > 0:49:12Oh, I can't wait to get back into the Allens' house
0:49:12 > 0:49:14and see whether they've managed to change at all.
0:49:14 > 0:49:18There were so many different areas to work on with them, wasn't there?
0:49:18 > 0:49:22Yeah, it's just one last push now, isn't it? Hopefully, they'll listen.
0:49:22 > 0:49:24Well, you're quite persuasive.
0:49:24 > 0:49:26I mean, look how many times I've paid for things.
0:49:26 > 0:49:28Well, that's true, Steph. It is true.
0:49:29 > 0:49:31- I'm excited. - Yeah, I'm really excited.
0:49:31 > 0:49:34I'm really hoping to be surprised.
0:49:34 > 0:49:37I think there's lots and lots of things
0:49:37 > 0:49:39that we've seen and admitted that we like.
0:49:39 > 0:49:43- Yeah.- We should not be put off by where they've come from.
0:49:43 > 0:49:45We'll see, won't we, if they've backtracked a bit
0:49:45 > 0:49:48and actually thought, "This own brand really works for us"?
0:49:48 > 0:49:49This is what this is all about,
0:49:49 > 0:49:51because if we are going to save that money
0:49:51 > 0:49:53then that's exactly what we should be doing.
0:49:53 > 0:49:56- We could come out of this looking like fools, couldn't we?- Yeah.
0:49:56 > 0:50:00Never to be seen in the same cab again.
0:50:01 > 0:50:05The Shop Well experiment set out to show how we can all spend less
0:50:05 > 0:50:08by opening our eyes to a new way of thinking.
0:50:09 > 0:50:12But will this family really stop their squandering ways in future?
0:50:13 > 0:50:16Well, we're back, and you've let us in, so that's a good start.
0:50:16 > 0:50:18It's a very good start. We were doubtful about that.
0:50:18 > 0:50:22- How have you found it, though? Has it been difficult?- It has.- Yeah.
0:50:22 > 0:50:24Doing the whole swap thing, actually,
0:50:24 > 0:50:27- I've thoroughly enjoyed. - Have you?- Yeah, I've enjoyed it.
0:50:27 > 0:50:28What have you enjoyed about it?
0:50:28 > 0:50:32It feels like you're trying out lots of new products, something we never do.
0:50:32 > 0:50:34We just pick the same things, same brands, the same shops.
0:50:34 > 0:50:37Probably learnt a few things, as well, about the value of things,
0:50:37 > 0:50:39as we've looked at the quality of it and what it's worth.
0:50:39 > 0:50:41LAUGHTER
0:50:41 > 0:50:43- I mean, we have got rid of two credit cards.- Right.
0:50:43 > 0:50:44- So you didn't get any more?- No.
0:50:44 > 0:50:47And the week after, I did get an application form for another one,
0:50:47 > 0:50:53- so it's gone straight in the bin. - Yes!- Oh, well done, Naomi! Yes!
0:50:53 > 0:50:56Right, shall we have a look at some of the products specifically?
0:50:56 > 0:50:59- Been looking forward to this. - Yeah, we have.- All right.
0:50:59 > 0:51:01The member of the family with the biggest wardrobe,
0:51:01 > 0:51:03as we found out,
0:51:03 > 0:51:06is little Dolly, at 15 months.
0:51:07 > 0:51:12Dolly's extravagant wardrobe set the family back around £1,200.
0:51:12 > 0:51:16But without knowing the labels of our range of cut-price clothes,
0:51:16 > 0:51:18their preconceptions were confounded.
0:51:19 > 0:51:21Do you think this was designer?
0:51:21 > 0:51:22Yeah, I thought
0:51:22 > 0:51:25it was perhaps from, like, a little individual boutique-type shop.
0:51:25 > 0:51:27£9.99 from H&M.
0:51:27 > 0:51:29Really?
0:51:29 > 0:51:31And what about the other clothes, then?
0:51:31 > 0:51:34I think...possibly cheaper, but only slightly.
0:51:34 > 0:51:39'On five outfits for Dolly, we spent around £141 less
0:51:39 > 0:51:42'than what the Allens would usually spend on similar outfits.
0:51:42 > 0:51:45'A great saving.'
0:51:45 > 0:51:48- Yeah, that's a bit extreme, I have to say.- That is extreme.- Yeah.
0:51:48 > 0:51:54In total, the Allens liked over 70% of Dolly's low-cost options.
0:51:54 > 0:51:57Similar smart money choices in the future
0:51:57 > 0:51:59could cost them around £600 less a year.
0:52:00 > 0:52:03She can still look like the princess she is,
0:52:03 > 0:52:06- with just a slightly cheaper wardrobe.- Yeah.
0:52:06 > 0:52:10The squeaky-clean Allens are used to shelling out £6 a packet
0:52:10 > 0:52:12on their usual washing powder.
0:52:12 > 0:52:15Will they still embrace our substitute when they see what it is?
0:52:15 > 0:52:16Ta-da!
0:52:16 > 0:52:17Oh, right.
0:52:17 > 0:52:22- So, we've got own brand non-biological washing powder.- Yeah.
0:52:22 > 0:52:25- Which worked absolutely fine. - Yeah, it was fine.
0:52:25 > 0:52:30And over the year, it would be an £82.32 saving. I mean, not far off £100.
0:52:30 > 0:52:33Just for changing a washing powder that we think's just as good.
0:52:33 > 0:52:35Fragrance fanatic Naomi was distraught
0:52:35 > 0:52:39when she lost her expensive range of designer perfumes.
0:52:39 > 0:52:41One perfume! No.
0:52:41 > 0:52:43'But will she still turn her nose up
0:52:43 > 0:52:45'when we reveal our secret substitute?'
0:52:45 > 0:52:47So, perfume? Liked it?
0:52:47 > 0:52:49Yeah.
0:52:49 > 0:52:52What do you reckon the difference would be from your typical perfume?
0:52:52 > 0:52:54Oh, probably a good £20.
0:52:54 > 0:52:56- £44.01 difference. - SHE GASPS
0:52:56 > 0:52:59- No! Really? - LAUGHTER
0:52:59 > 0:53:01- That's shocking. - Wow. Yeah, but...- £44!- Yeah.
0:53:01 > 0:53:03Your perfume's really expensive, isn't it?
0:53:03 > 0:53:06- So how much is that a bottle, then? - £7.99,
0:53:06 > 0:53:07and you get double the amount.
0:53:07 > 0:53:09- 100ml?- Yeah.
0:53:10 > 0:53:12That's cheap as chips. I could spray it forever and...
0:53:12 > 0:53:14And you'd smell better than chips, as well!
0:53:14 > 0:53:15LAUGHTER
0:53:17 > 0:53:19'And what about our £12 handbag,
0:53:19 > 0:53:22'a snip compared to Naomi's own, which cost £105.'
0:53:24 > 0:53:27So, would you swap your handbag for this one?
0:53:27 > 0:53:30No. Just in terms of practicality.
0:53:30 > 0:53:32'But will she wish she'd spent less
0:53:32 > 0:53:36'when the potential saving is laid out in hard cash?'
0:53:36 > 0:53:39Oh, now you're talking, now I see it laid out like that.
0:53:39 > 0:53:41- Yeah, she'll swap.- Yeah.- Seriously?
0:53:41 > 0:53:43- Because you've seen the difference? - Yeah, done deal.
0:53:43 > 0:53:46But, like, 30 seconds ago, you just said you wouldn't.
0:53:46 > 0:53:48I know, but it's laid out in front of me.
0:53:48 > 0:53:50'If she'd have bought this bag instead,
0:53:50 > 0:53:54'that 93 quid on the table would be in her pocket.'
0:53:54 > 0:53:56- I would carry that for you. - Brilliant.
0:53:56 > 0:53:57LAUGHTER
0:53:58 > 0:54:01And the savings just keep stacking up.
0:54:01 > 0:54:04- Keeper?- Definitely a keeper.
0:54:04 > 0:54:06- Excellent.- Yay! Yay!
0:54:07 > 0:54:12- £42.- That's shocked me. That really has. So cheap.
0:54:12 > 0:54:13'In fact, Naomi and Rich
0:54:13 > 0:54:17'were happy with over two thirds of our substitutes.
0:54:17 > 0:54:20'Although not all of our choices were met with such enthusiasm.'
0:54:20 > 0:54:23What have they given me?
0:54:23 > 0:54:24Hm.
0:54:24 > 0:54:26No, I'm not impressed with these things.
0:54:26 > 0:54:28The hair straighteners swap. How did you get along?
0:54:28 > 0:54:30Rubbish. They were rubbish.
0:54:30 > 0:54:34But how did the rest of the family fare with their gadgets?
0:54:34 > 0:54:38The Allen residence was home to five tablets before we took away
0:54:38 > 0:54:41Rudy and Seb's £319 iPads,
0:54:42 > 0:54:45leaving them with just their two Kindle Fires.
0:54:45 > 0:54:47Well, in every cupboard, Steph, weren't they?
0:54:47 > 0:54:51Basically. Every cupboard we opened, there was some sort of tablet.
0:54:51 > 0:54:54Could you survive without having as many of them?
0:54:54 > 0:54:55Yeah, of course we could, yeah.
0:54:55 > 0:54:57Let's have a look at the saving, then.
0:54:57 > 0:54:58It is...
0:55:00 > 0:55:02..£638. NAOMI GASPS
0:55:02 > 0:55:06'If only they'd asked themselves if the boys really needed them
0:55:06 > 0:55:09'before they splashed the cash. They won't make that mistake again.'
0:55:09 > 0:55:12- You are going to be minted!- Yeah!
0:55:12 > 0:55:14You could have a Jacuzzi in the bathroom.
0:55:14 > 0:55:16Don't, now! Enough! LAUGHTER
0:55:16 > 0:55:20Rich and Naomi were hoping we could teach them
0:55:20 > 0:55:22to spend without the splurge.
0:55:22 > 0:55:24So, if our experiment has worked
0:55:24 > 0:55:26and they've learned how to shop differently,
0:55:26 > 0:55:29their bathroom could soon be finished.
0:55:30 > 0:55:34- So, shall we talk totals? - Yes.- Yes.- I'd love to hear.
0:55:36 > 0:55:38They're about to find out how much less
0:55:38 > 0:55:42they would have spent with our money-saving alternatives.
0:55:42 > 0:55:46So, the grand total, including household products, cosmetics,
0:55:46 > 0:55:48clothes, gadgets, is...
0:55:48 > 0:55:50..is around £4,290 a year.
0:55:52 > 0:55:53Pff... Wow!
0:55:53 > 0:55:56- I think that's amazing. - That's incredible.- I mean, if...
0:55:56 > 0:55:59I guess it just opens your eyes to how much money you're wasting.
0:55:59 > 0:56:01- I mean, that's shed-loads, isn't it? - BOTH: Yes.
0:56:01 > 0:56:03- It's shocking, isn't it? - An incredible amount.
0:56:03 > 0:56:06But you are no different to anybody else. We all do it.
0:56:06 > 0:56:08- Well, thank you for your help. It's been brill.- Yeah.
0:56:08 > 0:56:10And, you know, you could invite us back
0:56:10 > 0:56:13and we'll do the official opening of your bathroom for you!
0:56:13 > 0:56:14Our work here is done!
0:56:15 > 0:56:17- Let's go.- Come on. Actually...
0:56:19 > 0:56:22- That's hundreds a month. - That's an entire bathroom.
0:56:22 > 0:56:25- Well, it is, that is true. - So there we go.
0:56:25 > 0:56:27Can't wait to see money in my bank at the end of the month.
0:56:27 > 0:56:30Something I haven't... I can't really ever remember having.
0:56:30 > 0:56:32I think the only shopping trips
0:56:32 > 0:56:35- will be when the children need something, I think.- Yeah.
0:56:35 > 0:56:38- And then we should go with a list. - Yep.- And a set amount of money.- Yep.
0:56:38 > 0:56:40And get just that. That's the plan.
0:56:40 > 0:56:43I can't believe how much of a difference,
0:56:43 > 0:56:46seeing them now, how they think about shopping.
0:56:46 > 0:56:47And it's so good, isn't it?
0:56:47 > 0:56:50Because they'll be able to now save money for the bathroom
0:56:50 > 0:56:52and, you know, show the kids
0:56:52 > 0:56:54- that it doesn't always have to be the top brands.- Yeah.
0:56:54 > 0:56:57- Such a nice family, as well. Glad we helped them.- Yay, we did it!
0:56:57 > 0:56:58BOTH: Yay!
0:56:58 > 0:57:00Right, come on.
0:57:01 > 0:57:02Home we go.
0:57:05 > 0:57:07'Next time, we're with the Garrett family...'
0:57:07 > 0:57:09Yay! Sales!
0:57:09 > 0:57:11'..who treat shopping as a hobby.'
0:57:11 > 0:57:14What did you buy? What did you buy? What did you buy? What did you buy?
0:57:14 > 0:57:18- 'And with a habit of serious hoarding.'- Whoa!
0:57:18 > 0:57:21'Will we succeed in saving them money?'
0:57:21 > 0:57:23That's new, that Dior.
0:57:23 > 0:57:26'And teaching them how to shop well for less.'
0:57:26 > 0:57:28You'd need to be a centipede, wouldn't you, to wear all those?
0:57:28 > 0:57:29LAUGHTER