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Iceni Magazine | January 26, 2021

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Residents In East Anglia Smile 11 Times A Day

Residents In East Anglia Smile 11 Times A Day

The average adult living in East Anglia smiles 11 times every day – and more than 232,000 times over their lifetime, it has emerged.

The summer sunshine is most likely to trigger a grin, followed by a compliment from a stranger and flicking back through old photographs. Our partner or spouse is most likely to make us smile, according to the nationwide study, carried out by Moshulu.

Eight out of ten of us are confident enough to smile at strangers – with most of us happy to beam at someone we don’t know eight times a day, on average. Virtually all of us (95 per cent) will smile back when a stranger smiles at us.

But it’s not all a bed of roses, two of our 11 smiles a day are FALSE, with a miserable one in ten Brits claiming they ‘don’t like smiling’.

But around half of us admit we don’t smile as much as we could do. Three quarters wish people smiled more often.

The age of 22.5 emerged as the point when we smile the most.

Commenting on the results, Dr. Jessamy Hibberd, a leading Chartered Clinical Psychologist, said: “It’s interesting to see that the majority of people think that they should smile at least 7 times a day in order to feel happy and content.  While smiling is something that we often do subconsciously, we should be considering it as an important part of our day. We’ve all heard about the ‘five a day’ rule for fruit and veg, but the ‘importance of 7 a day’ when it comes to smiles is just as real – the benefits on positive mental health are immense.”

Using the research, Moshulu, the British retailer of bright and colourful footwear and accessories, has released a ‘Smile Scale’.  

Shaun Fulls, Director at the popular high street brand, said: “We know how much something as simple as a really great pair of shoes can make a difference to someone’s day, so we conducted the research to find out what else makes people smile. We hope the findings, as well as the ‘Moshulu Smile Scale’, will encourage more people to actively do more to get others smiling. Whether that’s holding the door open for a stranger, giving a friend a compliment or writing a nice note to a loved one, these small things are what brighten the everyday.”

Other things that are guaranteed to spark a grin include receiving a discount at the till (39 per cent), finding a fiver down the back of the sofa (38 per cent) and a stranger holding the door open (37 per cent).

Hearing a baby laugh or seeing them smile (37 per cent) and seeing an old couple holding hands (32 per cent) also made the list, along with finding a parking space in a car park (19 per cent).

Among the daily smile triggers was having the TV remote control to yourself (21 per cent) and getting through traffic lights just before they turn from amber to red (15 per cent).

The moment when someone with a full trolley of shopping lets you go in front of them at the till also ranked highly (32 per cent).

Reassuringly, our partner or spouse is most likely to make us smile, with children a close second.

The family dog made third place followed by our friends and co-workers.

The cat, our best friend and our parents also made the list.

And we’re not backwards in coming forwards when it comes to rating our own smiles – a confident 52 per cent said they felt they had a ‘nice smile’.

The key to a good smile, according to those polled, is a grin that shows genuine warmth and friendliness. We’re savvy to a genuine smile, with 89 per cent being able to spot one when they see one.

But while four in ten typically tend to smile with a closed mouth, a fifth opt for an open mouth and closed teeth grin, while 17 per cent go for a full open mouth, open teeth smile.

Smiling at others makes us feel happy (69 per cent) with 1 in 10 feeling generous when giving out smiles. As well as instilling happiness, receiving smiles gives us a range of positive feelings, including warmth (28 per cent), being liked (28 per cent), accepted (22 per cent) and reassured (14 per cent).

Dr Jessamy Hibberd explains: “Smiling has a huge amount of real value – recognised by more than 90 per cent of us – and, when the number of times you smile every day is added up, it can have great benefits to overall happiness.” 

Shaun Fulls concludes: “We’d like to see more people sharing a smile and so over the coming weeks, Moshulu will be using the research to implement a few surprises that we hope will make our customers smile. This could be anything from giving away a Moshulu treat in store to putting extra goodies in their online orders.”


  1. Sunny weather                                                                                                50%
  2. Getting a compliment from a stranger                                                            48%
  3. Looking back at old photographs                                                                    44%
  4. Receiving a discount at the till                                                                        39%
  5. Finding a fiver down the back of the sofa                                                      38%
  6. When someone holds a door open for you                                                    37%
  7. Hearing a baby laugh/seeing them smile                                                       37%
  8. Getting a nice message from a loved one                                                      35%
  9. Receiving a hug                                                                                              35%
  10. Seeing an old couple holding hands                                                              33%
  11. When someone with a trolley full of shopping lets you go before them        32%
  12. Finding a fiver in an old pair of trousers                                                         32%
  13. When your favourite song comes on the radio                                              31%
  14. Getting into a bed with freshly washed sheets                                               29%
  15. Ticking everything off your to-do list                                                               28%
  16. Chocolate                                                                                                        28%
  17. Being surprised with flowers or chocolate                                                      28%
  18. Seeing any type of baby animal                                                                     25%
  19. Finding a bargain in the sales                                                                         25%
  20. Receiving a thank you card in the post                                                          24%
  21. When an internet purchase arrives in the post                                              24%
  22. Having the house to yourself                                                                          23%
  23. Fitting in to clothes you thought were too small                                             22%
  24. Watching your favourite film                                                                           22%
  25. Seeing dogs stick their head out of car windows                                           22%
  26. Tax rebates                                                                                                     22%
  27. Singing along to music in the car                                                                   21%
  28. Your football team winning                                                                             21%
  29. Having the TV to yourself                                                                               21%
  30. Waking up at the weekend and realising you don’t have to go to work        21%
  31. Finding a parking space first time                                                                  20%
  32. Seeing your children win something                                                              19%
  33. Ice cream                                                                                                        19%
  34. Having a hot bath after a long day                                                                 19%
  35. A good hair day                                                                                              19%
  36. Home time after a day at work                                                                       19%
  37. Getting a nice comment on social media                                                       18%
  38. Receiving a massage from your partner                                                        17%
  39. Putting your slippers on after being on your feet all day                                16%
  40. Being greeted by your dog                                                                             16%


  1. Partner of spouse
  2. Children
  3. Pet dog
  4. Friends
  5. Co-workers
  6. Pet cat
  7. Best friend
  8. Parents
  9. Comedians on TV

For further information, please visit

To download the Moshulu Smile infographic click here


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