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Media centre /
Press releaseBRITS FAIL TO KEEP LENT PROMISES09 February 2005
More than half of Brits (58%) fail when it comes to giving up something for Lent, which starts on 9th February, according to research from National Savings and Investments (NS&I), the government-backed financial provider. Potentially 7 million people intend to go without a luxury for this year’s Lent but over 4 million will have given in to temptation before Easter. But those who do last the 40 days will see a boost to their bank balance. One in five (19%) Brits will wake up on Easter morning with a healthier bank balance, making Lent a good time to get thrifty. Most determined The 16-24 year-olds seem the most determined group, with nearly two thirds (60%) claiming to stick with the Lent restrictions they set themselves. And more than twice as many 16-24 year-olds (30%) than any other age group choose to go without something during Lent. This may be because this age group traditionally indulges the most but also they have the most to gain – nearly a third (27%) have saved money due to giving up something for Lent, compared to 19% nationally. Those aged 25-34 seem to be the most easily tempted, with only one in three (33%) meeting their goal of abstinence. Regionally people in the South appear more susceptible to temptation, with 61% admitting to moments of weakness compared to 59% in Midlands and 54% in the North. Top Lent targets Nights out, takeaways and daily luxuries, such as a coffee on the way to work, are some of the areas Brits most want to cut back on and have become popular Lent targets. Going without a treat even for a month can result in some reasonable savings and highlights an easy way for people struggling to put money away each month to boost their savings.
Positive motivation Psychologist Donna Dawson explains, “The reason most of us fail during Lent is because human nature resists anything framed as a ‘negative’: having to ‘give up’ something tends to make people feel deprived which, in turn, leads to rebellion and failure. “So in order to motivate yourself successfully, it is far better to keep at the forefront of your mind the positive end-result of Lenten resolutions: the savings that will be waiting for you at the end of forty days. In fact, experiencing self-control at Lent could make it easier to resist some daily temptations during the rest of the year.” John Prout, sales director of National Savings and Investments, said: “Giving up something can be hard to do but saving should be easy. With a range of savings vehicles and ways to access your money, we are taking the hassle out of saving. If you are looking for an opportunity to kick start or up your savings this could be the impetus you’ve been waiting for.” ENDS Notes to Editors The National Savings and Investments survey among 1,007 adults was conducted by TNS via PhoneBus, 28-30th January 2005. 1. Lent is the period of forty days which comes before Easter in the Christian calendar. Lent begins on Ash Wednesday. Traditionally Lent is a period of fasting and repentance in preparation for Easter, however today many people simply go without a luxury such as chocolate. 2. * based on an average price of £1.20 every working day during Lent and the year. ** data from the Marketing Pocket Book 2005-02-02 *** based on an average price of 45p every day during Lent and the year. 3. National Savings and Investments is one of the largest savings organisations in the UK, offering a range of savings and investments products to 26 million customers. All products offer 100% capital security, because they are backed by HM Treasury. 4. NS&I is the exclusive sponsor of The Classical BRIT Awards, the UK’s premier classical music awards show, at the Royal Albert Hall on 25 May 2005. 5. We have a number of spokespeople available for interviews via our ISDN line: 020 7602 4522. 6. Further information on NS&I, including press releases and product information, is available on the website at www.nsandi.com. You can also contact the NS&I Media Team. Mark Brooks 020 7348 9301 mark.brooks@nsandi.com
Media team The numbers below are for media use only. Customers wishing to contact NS&I can find details here.
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