Consumers plan to look for promotions to cut cost of Christmas shop
Friday December 19, 2014 at 4:17pm
Over three quarters (85%) of shoppers will use a promotional offer when carrying out their grocery shopping this Christmas, with almost half of shoppers (47%) planning to use “everyday low price” offers. A recent survey of over 2,000 adults by the UK’s coupon experts Valassis Limited has revealed that significantly more people are looking for promotional offers this year than in 2013, with two thirds (67%) of shoppers citing the cost of living as the main driver of this behaviour. Despite the improving economic environment, many consumers are not yet feeling the benefit and continue to seek out money saving methods. In fact, almost half of shoppers (49%) will use three or more promotional offers when doing their Christmas grocery shopping. Promotions are set to influence customer loyalty this festive season with 84% tempted to shop away from their usual supermarket by a suitable promotion – an increase from 78% last year. ‘Everyday low price promises’ is now the most important driver of ‘shopping away’ from the main supermarket with 46% responding that they are encouraged by this type of offer. According to Valassis’ survey, the ‘deep discounters’ will be the main beneficiaries of consumers’ price- and promotion-conscious lack of loyalty with 26% of shoppers intending to visit Aldi (double the 13% seen last year) and 26% intending to visit Lidl (more than three times last year’s 8%) for some of the Christmas grocery shopping. The ‘niche’ supermarkets will also be the destinations for part of the festive food shop with 27% of consumers planning to head to Marks & Spencer, up from 18% in 2013, and 13% will use Waitrose. Charles D’Oyly, managing director of Valassis Limited, says: “With almost 40% of shoppers expressing concern about how much they will spend on Christmas this year, promotions are set to play a key role in keeping down the cost of the festive food shop. Such is the pull of promotions that supermarket loyalty tends to dwindle in the face of securing a good deal.” D’Oyly adds: “Price triumphs over quality, with only 21% shoppers saying that quality is more important this year than last year – this compares to 49% in 2013.” The research was conducted between November 28 and December 2 2014 by Gfk NOP on behalf of Valassis. Valassis Limited is the UK’s largest coupon and voucher services provider performing crucial data management and financial clearing services and is responsible for handling most of the UK’s coupons and vouchers.