In the past few years, consumer actions groups, online forums and price deal websites have rapidly grown into a thriving industry where retailers now look to seed their very best deals. This looks like a trend that is set to continue and take off in 2012. One of the best examples is the website HOT UK deals, a site where consumers are able to sign up and post their very best bargain finds or deals on or offline to other savvy shoppers. Deals in the websites short life so far have included everything from mobile phones, toilet rolls to Vanquis credit cards deals. HOT UK deals recently made the news as they seeded a deal regarding an M&S television set which was mispriced, yet M&S honoured the deal losing thousands of pounds. As consumers become more internet savvy and more e-commerce stores are using drop ship vendors in order to bolster their product range, pricing errors are likely to occur resulting in increased user search and buying activity.