According to a poll by Cheapflights, the annual holiday is the last in a long line of wishes that UK consumers would strike off in the credit crunch. Brits are swapping Versace for Valletta and Prada for Prague as they shun shopping sprees in favour of keeping their annual holiday.

Cheapflights.co.uk, the UK’s leading flight price comparison website where you can search and compare the best deals on the market, has found that its viewers would rather give up essential items such as clothing or luxuries like a new sofa or car than miss their next holiday.

When asked to select the item they would be least likely to give up, 50% of respondents in a Cheapflights poll voted to keep travel. Although the second least popular item to be giving up was new glad rags with 15% of the vote, it’s clear that the popular British pass-time of shopping will be cast aside as people willingly forgo Burberry for a weekend in Berlin or a Chanel handbag for a trip across the Channel. “British travellers have always been resilient,” says Nadine Hallak, Travel Expert for Cheapflights.co.uk.

“What’s surprising is how eager they are to save money by cutting back on shopping sprees. Shopping has defined the nation for many years but this poll shows that us Brits would rather forget about the iPod than let go of a trip to Ibiza.

“Despite financial constraints, consumers are not deterred from travelling, however - as times get tougher - the travel industry must continue to ensure the availability of low cost flights and holiday packages to help consumers find the great deals they deserve.”