If a pair of high fashion heels doesn't quite fit, what’s the solution? According to four in ten women - the answer is to buy them anyway. It's certainly no surprise then that the poll of 2,000 adults also found that 80% of women suffer foot problems.

Research found that 37% of female shoppers were prepared to put up with ill fitting shoes if they were in fashion.

But it’s not only women who are prepared to suffer for style. 17%of men also admitted buying shoes in the wrong size.

The poll found women suffer problems such as cracked heels, bunions, corns and in-growing nails.

Researchers warned: 'Many of us find it hard to resist a bargain and the latest fashion must-have, but It's important to remember that by buying ill-fitting shoes, you're not only going to end up in discomfort, but you are also putting your health at risk.'