Xmas shoppers seek promotions, says Valassis
December 09, 2011
Supermarkets need to watch out: new research says only 8% of shoppers are going to remain loyal to their store of choice if other retailers offer better discounts this Christmas.
Echoing this point, 42% of shoppers plan to shop in more stores to redeem all the store specific coupons and vouchers that they have, and this is most prominent among the 16 - 34 age group (59%).
The survey, conducted by Gfk NOP on behalf of coupon specialists Valassis Ltd, finds that 32% of women (compared with an average of 27% for all shoppers) are looking for more promotional offers than they were this time last year, as the belt tightening seen in 2010 continues to get worse this Christmas.
What’s more, contrary to received wisdom, it is wealthier AB consumers who are the savvier shoppers, with 74% of people in this demographic planning to use money-off vouchers (compared to an average for all consumers of 59%) and 26% looking out for more products on promotion when they do their Christmas shopping. In total, 61% of this group are likely to use both these mechanics.
Charles D’Oyly, managing director of Valassis UK, says, “The economic climate is making it harder for shoppers to get into the Christmas spirit this year as they carefully count their pennies in the face of rising gas, electricity, fuel and food costs, and read daily headlines about recession and major eurozone concerns. What is particularly noticeable is the declining consumer confidence. When we commissioned a similar survey in April 2011, only 12% of the respondents said they had less money than a year ago but within seven months this has almost doubled (23%).”
More than three quarters (78%) of shoppers are planning to use promotional offers when doing their Christmas shopping this year, with 54% stating they intend to use three or more different promotional mechanics.
Top of the list of mechanics people intend to use for saving money are 'money off’ product coupons, with 65% of shoppers planning to use this mechanic when doing their Christmas grocery shopping.
59% of shoppers will use conditional 'money off’ vouchers, which would, for example, give them £5.00 off a £40.00 basket spend.