From mobile phone and broadband companies to credit-card providers, firms are increasingly willing to haggle with customers looking to secure discounts and cut living costs.

With a recession looming and shoppers tightening their belts, stores are bowing to pressure to negotiate discounts.

Last week, the European Commission became the latest authority to declare Britain on the brink of a recession, and the retailer John Lewis reported plunging sales as the middle classes trade down to cheaper outlets such as Lidl and Aldi.

Sunday Times readers and users of online consumer forums boast they are saving hundreds of pounds a year on mobile phone and broadband contracts — simply by asking.

Meanwhile, high-street stores are shaving off 10% from the ticket price on non-sale items, gyms are waiving joining fees and landlords seem keener to negotiate on rents.

David Kuo of fool.co.uk, a comparison site, said: “Retail and financial-services giants should take note — there is a more demanding type of customer out there.”

We look at discounts you can make on your financial life.

BROADBAND AND CABLE

Big savings are available to those looking to sign up or threatening to switch at the end of their contract, said Szu Ping Chan at Fool.

One BT customer, writing on moneysavingexpert.com, a comparison site, said he was paying £46 a month for broadband, TV and phone before he threatened to switch to Virgin Media, which was apparently offering the same deal for £30. When BT came back with an offer of £25 or £29.95 with broadband — a saving of £16 a month — Virgin matched it.

He said: “I told BT I was going to move to Virgin at the end of my 18-month contract. BT offered to throw in Setanta Sport 1 free with free weekend calls for £25 a month. It sounded like a good offer but I was still angry so I took the deal to Virgin and they matched it, while offering all Setanta channels, for £25 a month.”

BT said: “We do have the flexibility to offer anyone a deal who is contracted to us. This is usually on the basis that you stay with us and sign on for another 12 months.”

Consumers have less power to bargain with providers if they are mid-contract, though experts say there may still be room to negotiate if their broadband speed is slow.

Rob Barnes of Moneysupermarket said: “Check your speed regularly — if it is consistently below what you are paying for ask for an upgrade or change your contract.”

CREDIT CARDS

When you come to the end of a 0% purchase deal, you would expect to pay the standard rate quoted when you took out the deal. Many credit-card firms, though, try to hike the rate at this stage — unless you are willing to haggle.

One borrower, Mark Westgate, 42, of Great Yarmouth, Norfolk, discovered that instead of paying 14.9% he would be charged 24.9%. But when he called to protest the firm agreed to leave the rate at 14.7% — a saving of £230 a year on the average £2,300 balance.

Steve Willey of Moneysupermarket said: “It is one of the unwritten rules of credit cards that providers will attempt to increase your APR, but many will then leave the rate on hold if you phone and complain. I would urge all card-holders to keep a close eye on their rate and do not hesitate to dispute outrageous increases.”

MOBILE PHONES

Customers who feel they are paying too much for their mobile bills should negotiate a discount, suggests Anthony Ball of onecompare.com, the mobile-phone comparison site. “Firms will often downgrade your package if you are not using all of your free minutes, or if the bill simply appears too high — that is, above £35 a month,” he said.

“Networks expect to make an average of £35 a month from each customer. If you are spending more than that it’s worth calling up to see what they are prepared to offer.”

According to Barnes, you stand a better chance of success if you call within the first three months of the contract.

For those coming to the end of their contract, firms are prepared to offer a range of incentives to keep your business, including free texts or minutes for the same — or a cheaper — monthly tarrif.

02 has been known to offer 500 free texts to customers who renew their contract, worth £16 a month or £192 a year.

RENTS

Laura Starkey, 26, of London, haggled down the cost of her rent by negotiating through her estate agent, saving £60 a week. Her flat in central London was advertised at £325 a week — but she bargained the landlord down to £265 a week, saving £60 a week off the original asking price or £3,120 a year.

Starkey said: “You have to know your market. Property alerts from websites like Prime Location were helpful, as was viewing properties through different price brackets at various estate agents, which shows you how much rents vary.”

She added: “We expected a knock-back in the first round of negotiations, however instead received a phone call telling us the flat was ours.”

Sarah Shortridge of Foxtons, the estate agent, said: “This is an unusually high saving. However, with the economy so unpredictable and mortgage rates higher than they were two years ago, landlords may be prepared to negotiate to secure tenants for two or three years, instead of six to 12 months.”

LIFESTYLE

Gyms such as Virgin Active and Fitness First may be willing to waive signing fees — an average of £25 — to those who ask.

Meanwhile, shoppers have also become bolder about haggling, according to a survey this month by fool.co.uk.

Kuo at Fool said: “Shoppers are haggling most with estate agents, car dealerships and on electronic goods. A surprisingly high number, about 87%, have haggled in the past 12 months.”

At retailer Dorothy Perkins, staff have offered discounts of 10%, where the customer is buying two or more similar items, though the store says it has no discretionary discount policy.

Moneysavingexpert.com, another comparison site, publishes a haggling guide and points readers in the direction of under-the-table discounts on holidays, electronics — and even breakdown cover.

One article refers to AA vehicle-only policy for £35 plus £20 in M&S vouchers. “If you’ve got an AA policy and are coming to renewal, you won’t be eligible for this deal, but it’s great for your haggling arsenal,” it states. “Many who’ve told the AA they’re unhappy with the renewal price and are considering trying elsewhere, have been given heavy discounts.”

Fool has tips for bargaining with landlords and car dealers while gumtree.com, the community trading site, gives shoppers the chance to bargain over hotel rooms, cars and new and second-hand electronics.

Type “haggling” into the search bar on the Gumtree site to bring up the sellers who are willing to bargain.

Let us know your haggling successes

www.timesonline.co.uk/consumeraffairs