It's official: Brits don't like negotiating. Apparently "The Great British Reserve" means we don't like to ask for money off things we're buying or even stand up for ourselves when things go wrong.

Research by Moneysupermarket.com found that nine out of 10 people in the UK feel financially hindered by their 'Britishness' and 89% of people pay the price asked without question, regardless of getting a bad deal or bad service, and almost a third of people fail to get refunds on goods they don't want or need.

So how much is it costing us, and what can we do?

Funnily enough I tried a spot of haggling the other week. I was in Office in Carnaby Street buying some trendy new trainers when I decided that the £55 price tag was too much to pay. At the till I casually asked if there was any chance of a discount.

"No," came the reply and then after a pause, "unless you have a student card then we can give you 10% off."

I don't have a student card so I looked duly crestfallen. "OK," said the shop assistant, "I'll give you 10% off anyway."

So I saved £5.50 just by asking the question; admittedly not a fortune but better than nothing.

Personally I'm much better at complaining but I'm in the minority. Moneysupermarket found that 88% of Brits regularly fail to exercise their consumer rights when it comes to refunds or faulty goods for fear of making a scene or appearing cheap.

As a result, it's been calculated Brits have lost around £74 billion as a result of their 'Britishness', which translates to £2,873 per UK household.

It's well worth, learning how to haggle, and checking out Jessica's post here for tips