Over the past few years, shoppers have increasingly turned to the internet to seek out the latest discounts from the most popular brands and retailers. As shoppers have become savvy online consumers, they are spending more time researching items prior to purchase. Such a time investment rewards the shopper with a greater feeling of accomplishment because whilst they may be buying discount items, they have ensured that the item is exactly what they were looking for.

To this extent, social networks have become a new source of information for the discount hungry online shopper. Whilst the amount of time we spend shopping online versus other online activities may be declining, we still remain active shoppers, constantly on the look out for discounts. This is why retailers must learn to capture the interest of shoppers prior to them visiting their online store and, in doing so, begin to consider promoting discount items or special deals through various social media platforms such as Facebook and Twitter.

For shoppers, this is an ideal scenario. The popularity and usage of social network sites may have waned in recent months but they still remain priority destinations for many UK internet users and, of course, many online shoppers. This means that they can continue to brows discounted goods and items without leaving their social network site of preference. Many of the discounts on offer are, more often than not, exclusive discounts only made available via social media sites.

For most retailers, social networks are also driving rewards in the shape of continued spending and, of course, increased profits. During the rise of internet and social network usage, those retailers who took a chance and extended their reach beyond their proprietary online store to external websites such as price comparison and product review sites are reaping the rewards of an early investment in Web 2.0 technology. Their social network streams are established and they have had sufficient time to capture the attention and continued interest of online shoppers.

The ability to offer Twitter or Facebook only discount deals is one that many retailers should consider. As the recession continues to bite shopper's purses and as they continue to spend more cautiously by consistently seeking the latest discounts and deals, it is only those retailers who can effectively engage with their community of online shoppers who will see rewards come in the shape of increased traffic.

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