SWINDON is paying a heavy price after being dubbed the most expensive place in the UK.

The town was yet again rubbished by the national papers this time being called “Swindone” and “Rip Off Swindon” after a national survey found the town was the most expensive shopping destination in the UK.

A study by internet shopping site Kelkoo looked at the prices of 200 items across 12 locations in Britain, including electrical goods, homeware, fashion, sports, stationery, toys and entertainment, showed shoppers in Swindon were paying £171 above average.

The survey compared the pricing of 10 well-known high street retail chains across 12 locations in the UK and found that Swindon was the most expensive followed by Wrexham in North Wales at £164 and Peterborough at £148.

The Adver though has been out and managed to save more than £700 on 10 items identified in the survey proving that if you shop around you can still find a bargain.

In one afternoon we managed to save more the £600 on a Sony Bravia TV and £20 on perfume and trainers.

Tony Wilkes, centre manager at The Brunel, said: “I must say I’m sceptical of surveys like this – it’s a small sample of a tiny proportion of the millions of goods for sale in UK shops on one day, on another day, we’d see a completely different picture.

“I can only talk about what I see and hear in the town centre, and what I’m seeing here in The Brunel and in Swindon town centre is that people feel they are getting brilliant value.

“In the economic climate we’ve been experiencing that is amazingly good news for Swindon retailers and Swindon itself. We’ve got a great mix of well known names and small independents, so we cater for all tastes.

Gary Mealing, president of the Swindon Chamber of Commerce, also disputed the survey defending the town, he said: “The statistics making interesting reading and something of a surprise compared to what we see in our town.

“The evidence we see is increasing footfall in Swindon town centre, performance ahead of national average and retailers prepared to improve their offerings here, BHS and The Parade as an example.

“When you add in the escalating cost of travel whether that be by car or the well known issue about the cost of rail travel into London I would suggest that shopping in Swindon still represents good value. I am sure that with all the tools available the savvy Swindon shopper will still find good deals and bargains to be had in Swindon.”

Shoppers in Swindon also found it difficult to believe.

Stacey Anderton, 23, from Covingham, said: “I think Swindon has some great discount stores – just look at the outlet village.

“I never take notice of these surveys as they don’t really represent what the shoppers think. I am always picking up bargains in town.”

Charley Freeman, 44, from Oakhurst said: “I think that some shops are a bit pricey, but like with all things, you should shop around. I looked at the survey and agreed in with it in parts.

“I think London is surely more expensive than little old Swindon.”