I booked a family holiday through a major travel firm and got a £30 voucher for an online retailer by using a discount codes website. Should I keep this for myself as I made the booking, or use it to buy something we'll all need for the holiday, such as sun cream?
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Money Moral Dilemma: Should I keep the voucher I got for my holiday booking?

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Like many of these 'dilemmas' it boils down to nothing more than your own honesty and moral fibre.
Is this your partner and your kids or your sister/brother/sister-in-law/brother-in-law/cousins/parents?
If it were someone close to me, I personally would be happy for the person to keep it as they went through the effort of organising (when the amounts are so small) but would appreciate the honesty and generosity of them trying to share it.
I think you probably would have most satisfaction putting it towards something you all can enjoy but that's just me.
A couple years ago I started co-living with my partner and while setting up utilities, I found out about a promo that would get me an Amazon voucher with a referral from another customer. I got the voucher thanks to my "research" and "effort" to find someone who would refer me however I told my partner about the voucher and I offered to use it to get us something we both needed for the flat.