Press Releases



  • Social media allows over two thirds (68%) of Brits to bring out their bragging side
  • Neil Armstrong beats Kim Kardashian in the poll of history’s biggest braggers
  • Comedienne Katherine Ryan recreates some of history’s biggest bragging moments

It’s time to reconsider the brag. Once a term with negative connotations, it seems that bragging is becoming a new British trait with over two thirds (68%) of the nation now proudly admitting to boasting about their exploits on social media. In fact, ‘liking’, ‘sharing’ and engaging with those confident enough to promote themselves online is the new norm.  The rise of such self-affirmative behaviour is being embraced with the popularity of social movements such as the #InstaBrag, and it is clear we are becoming a nation of people that doesn’t think twice about sharing our successes with the wider world.

To support these insights, labels-for-less retailer TK Maxx conducted research among 2,000 UK adults into the evolution of the brag, and in partnership with Comedienne Katherine Ryan, recreated a series of humorous images with TK Maxx products, identifying what Brits consider to be the most iconic and identifiable bragging moments throughout history and popular culture.

Topping the list, and surprisingly above Kim Kardashian, was Neil Armstrong planting the American flag on the moon (47%). This was followed by Marilyn Monroe’s infamous skirt-billowing subway scene (27%), Usain Bolt’s iconic winner’s pose (20%), Freddie Mercury’s on-stage flamboyance (19%), and Olivia Newton John’s ‘Sandy’ transformation moment in the film Grease (12%).

Looking further into the psychology of these behaviours, the research also revealed, that when it comes to finding out exactly why Brits brag, the number one reason cited is when feeling proud. Whether that be pride in a material purchase (70%) or a personal achievement (68%), it seems that when we are proud, we are happy to shout about it from the rooftops.

Fashion psychologist Professor Carolyn Mair, commented: “Bragging is a term that has certainly evolved over the ages, in particular with the younger generation shunning historical etiquettes and teaching older peer-groups that it is OK to enjoy showcasing well-earned achievements and being proud to do so.

“When it comes to bragging rights, nobody gives you more license than TK Maxx. The feeling after you stumble across that perfect, albeit potentially unexpected item, leaves you with that euphoric feeling – and a positive rush of endorphins, the body’s pleasure receptors. When we decide to buy something we do it in a split second, not usually giving it much thought. This is especially true for bargains when we are as much tempted by the price as the item. The great thing about TK is that you can get real bargains that you weren’t expecting to find, at great prices. When we do this, we want to share this treasure with our friends, and social media is a great platform for this.”

TK Maxx offers something for everyone and at 60% less than the RRP, whether you shop in-store or online, it is the perfect destination to find amazing brands at great value that give people the opportunity to feel fantastic.

Top ten bragging moments revealed:

1. Neil Armstrong (47%)

2. Marilyn Monroe (27%)

3. Usain Bolt (20%)

4. Freddie Mercury (19%)

5. Olivia Newton John’s ‘Sandy’ (12%)

6. Sylvester Stallone’s Rocky (12%)

7. Cinderella (10%)

8. Julia Roberts (9%)

9. Beyoncé’s Single Woman pose (8%)

10. Kim Kardashian (7%)


Research conducted by One Poll on behalf of TK Maxx 15.06.2017 - 20.06.2017. 2,000 respondents between the ages of 18-50 participated in the survey.

Notes to Editors:

About TK Maxx

  • TK Maxx is Europe’s leading off-price apparel and homeware retailer selling a huge assortment of designer labels, top brands, up-and-coming labels, stylish fashion and one-off gems, at up to 60% less than the RRP or at a significant discount to the price you’d pay at a traditional department store or on the high street.
  • TK Maxx launched in the UK in 1994 and now has over 300 stores across the country.
  • Opportunistic buying and a no frills operation means TK Maxx can pass huge savings onto the customer.
  • Regular deliveries through the week which bring up to 10,000 new items to the store. You can now also buy online at
  • Follow TK Maxx on Twitter @TKMaxx_UK and Instagram; become a TK Maxx fan on Facebook at
  • TK Maxx is part of TJX Europe, the European subsidiary of the US group The TJX Companies, Inc.

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