1. ITV Report

East Midlands one of the least 'savvy' regions in the country

People in the East Midlands save on average £643 a year Photo: Edward Smith/EMPICS Entertainment

The East Midlands is one of the least savvy regions in the country when it comes to taking advantage of special deals, research has found.

A survey for American Express found the East Midlands saved £643 each year by taking advantage of rewards points, vouchers and special offers. This is compared to a national average of £742.

The West Midlands fares slightly better with people making on average £714 a year in savings.

List of regions by average savings in a year:

  • 1. Scotland, £1,019
  • 2. South West, £848
  • 3. South East £821
  • 4. North East, £780
  • =5. Wales £714
  • =5 West Midlands, £714
  • 7. London, £708
  • 8. East Anglia, £684
  • 9. East Midlands, £643
  • 10. Yorkshire and the Humber, £633
  • 11. North West, £606