Thousands of Whanganui residents are switching power companies in search of a cheaper deal.
More than 25,000 customers in Whanganui and Manawatu switched electricity retailers last year, accounting for 21.7 per cent of all consumers in the region.
This was up on the previous year, when 22,402 local households made the switch, representing 19.3 per cent of local customers.
The average Whanganui and Taranaki power bill jumped $91.33 in the year to November 15 - a 4.3 per cent increase - according to the Ministry of Business, Innovation and Employment's quarterly survey of domestic power prices.
Whanganui-specific figures were unavailable.
Wanganui Budget Advisory Service co-ordinator Sandy Fage said clients were encouraged to look for the best deal on the What's My Number website.
However, for those who were truly struggling, access could be difficult.
"They have got to have the ability to even make the phone call or go online and that in itself can be a barrier," she said.
And for others, there were more pressing issues.
"A lot of clients are living in substandard housing and you can't get away from the fact that you run the heater and it just goes out the windows, walls and doors."
A lot of customers became stuck with one company because they owed them money, making it impossible for them to switch, she said.
So while saving $150 a year by changing retailers was good, it made more sense to save $10 a week reducing household power usage, Ms Fage said.
"Power is a concern for most of our clients. It's a necessary evil."
Nationally, 396,793 customers switched electricity retailers in 2013, making up 19.8 per cent of all customers.
The previous year, 356,750 customers switched companies - 17.8 per cent of all consumers.
According to the Electricity Authority, the average customer saved $175 in 2012 by switching retailers.
Authority chief executive Carl Hansen said: "This switching activity is incredibly positive, as it shows that customers are actively shopping around for the best deals."
The What's My Number campaign, which helps customers find the best deal online, had contributed significantly to the number of people making the change.
But retailers had also played a role, he said.
"Our research shows that the retailers are [now] much more proactive.
"Our survey results for 2013 show that there has been a 75 per cent increase in the rate at which retailers were approaching consumers for the first time."
A range of initiatives, such as Grey Power's deal with Pulse Energy to offer members discounted electricity, was also boosting switching rates and contributing to "competitive intensity", he said.
"We've been seeing some very good discounts coming through for consumers over 2013."
Households could save up to $300 a year, Mr Hansen said.