23 Martin Lewis

Although not a retailer himself, with over 10 million users a month and over 5.5 million receiving his weekly email, former journalist Martin Lewis exerts huge sway over retailers that trade online.

His website, Moneysavingexpert.com, is growing in popularity every month as shoppers become more and more price conscious. He’s also amassed a huge following on Twitter and Facebook, meaning deals and tips get out quickly and spread.

His influence with his readers mustn’t be underestimated – a recommendation from Lewis has on occasion crashed retailers’ sites, with the servers collapsing when he promotes a deal or offer via his site.

For retailers, Lewis can be both friend and foe. He empowers shoppers, enabling them to get the best deals around and to know their consumer rights, and reveals the secret tactics of retailers. But he also publicises the best discounts on the high street, so savvy retailers can use his considerable reach to their advantage.

In the last year, the number of money saving sites and offers has grown at an incredible rate. The stigma surrounding vouchers has all but disappeared and consumers actively seek out the best deals on the internet, searching for discounts and seeking advice on forums.

This has been hugely beneficial for consumers, and retailers ignore them at their peril. As a regular contributor on radio and TV programmes, often commenting on retail stories in the press, Lewis has built up a high profile with the public, putting Moneysavingexpert.com in a class of its own.