Slam dunk: How much shoppers can really save on sportswear

Whether you need specialist gear to play a certain sport, or just love hitting the gym to stay fit, the right sportswear helps us feel good when working out. But quality activewear can often come with a hefty price tag. In this guide, we’ll look at the popular features of sportswear and share tips on how shoppers can save money. 

What are shoppers looking for in their sportswear?

Our recent survey shows that price is the top priority for shoppers when buying sportswear. Respondents voted price as more influential in their decision than the style, its impact on performance, or any additional features. 

More than half (54%) of consumers said that price is ultimately most important to them, making it clear that cost remains a major consideration for most shoppers.[1] Around one-fifth (22%) of shoppers prioritise the aesthetics and style of sportswear when buying it, while just 15% said that the impact on their performance is top of their list.

Since price is the most important factor for shoppers, we asked which features would convince them to spend a little extra on their sportswear. The majority stated that the most desirable feature would be breathable fabric – nearly two-thirds (65%) of consumers said this would encourage them to splash a little extra cash.

This was closely followed by sweat-wicking fabric, something that 41% said they would pay more for. Sweat or moisture-wicking fabrics use special materials that are non-absorbent. So, when you sweat, the fabric dries out more quickly rather than soaking into your sportswear – something that’s great for those looking to stay dry during workouts.

Many also love pockets, but they can be difficult to find on seamless gym wear. In fact, 40% said they would pay extra for the convenience of having pockets in their sportswear, something particularly handy for outdoor runners. More than a third (37%) would also splash out for sportswear with extra support, and one-quarter (26%) think sustainable fabric is worth the additional cost.

Other factors include seamless sportswear (17%) and reflective or high-visibility fabric (16%). 

How much can be saved on sportswear?

Our research shows that shoppers who used voucher codes saved a whopping £383,525.50 on sports items in just one year.[2] With over 30,000 transactions shoppers saved around £12 per purchase. While that might not seem like a huge amount, it equates to a massive 21% average savings per shop!

Now, let’s break it down a little further to see what consumers were spending on. Shoppers who used voucher codes in the sports, fitness and outdoors categories saved a huge £84,528.12, averaging just over £6 saved on each purchase. This includes items like gym equipment, outdoor gear, and fitness technology.

At the same time, shoppers saved more than three times that amount on sports clothing! In just one year, consumers saved a massive £298,997.38 using voucher codes. Even with only a few more transactions – close to 18,000 compared to nearly 14,000 – they managed to save over £16.50 per shop. This adds up to a huge saving overall of 23% on average, showing that there are plenty of savings to be made on sportswear by taking advantage of discounts and offers. 

Sportswear features for men vs. women

When it comes to shopping for sportswear, everyone has their own set of must-have features that fit their needs. This is true for men and women, too. We took a closer look at the most popular features for men and women and how they differ from one another.

Some features appeal to both genders equally. For example, breathable fabric was something that almost two-thirds (64%) of both men and women told us that they would pay more for.[1] Sweat-wicking fabric was another popular feature that appealed to both, as 42% and 39% of men and women, respectively, said they would spend extra for this. Similarly, 16% of men and 15% of women would pay more for high visibility or reflective activewear, showing that this is important to both genders, too.

On the other hand, some features are far more appealing to women than men. Extra support is one of these, with almost half (48%) of women saying they would pay more for this, compared to just a quarter of men. Pockets are another feature that women will invest in, at 47%, compared to only one-third (32%) of men. 

Sustainable fabric and seamless materials also matter more to women. In fact, 30% of women would pay extra for sustainable sportswear, while just 22% of men would do the same. 19% of women wanted seamless fabric even if it costs more, compared to just 14% of men.

When choosing what they would splash out on, men were more interested in smart technology. One-quarter of men said they would pay extra for this, while just 12% of women felt the same way. Men also placed slightly more importance on the performance of their sportswear, with 16% ranking this as their top preference, compared to just 13% of women. However, the majority of both genders agreed that price was the most important, followed by the aesthetics and style of the clothing.

How else can we save on sportswear?

There are many ways to save a little extra cash while shopping for sportswear. Here are just a few ways to get started:

Of course, checking for any deals, discounts or voucher codes before you buy can save you a significant amount off your shop.

 About the data:

[1]   In order to collect the data used in this report, we conducted a survey of 2,000 UK residents via YouGov. The survey was run on 03 July 2024 and all responses were selected at random. The results have been weighted to be representative of the population of Great Britain.

[2] Average sportswear savings were calculated using MyVoucherCodes transaction data from the last 12 months (June 2023 - 2024).