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More than 80 per cent of British women admit to actively avoiding the camera whilst on a summer holiday, according to a recent survey.

This news comes despite the fact that women across the UK spend on average £135 on pre holiday pampering, including waxing and tanning treatments and general beauty products. Women in the East Midlands spent the most before a holiday - £166 on average.

The research, conducted by Venture Photography, found that women felt too self conscious to have their picture taken in most holiday situations including when on the beach in swimwear (58 per cent), or even whilst out on a day trip (seven per cent).

Almost a quarter of those asked (24 per cent) said they felt self conscious in front of the camera all of the time whilst on holiday, meaning the classic holiday snap could be swiftly losing its appeal.


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