Shoppers are as deal hungry as ever this Christmas, with 42% stating they are on the lookout for promotional offers for the festive supermarket shop, according to a survey by coupon experts Valassis Limited.

This percentage has increased in recent years from 38% in 2015 and 2014. Nearly half (46%) of all shoppers agree that they spend more time at Christmas seeking out promotions to ensure they keep within their budget, up from 42% in 2016.

The survey by Valassis Limited, the UK’s largest coupon and voucher services provider, shows that 2-for- 1 offers are the most popular promotion with 48% of consumers stating these would entice them to shop away from their main supermarket over the festive season, an increase from 43% last year.

Additionally, 16-24 year olds are the most motivated, with over half (57%) citing 2-for-1 offers as a reason to shop away. These offers are closely followed by Everyday Low Prices (EDLPs) tempting 43% of shoppers and coupons and vouchers favoured by 42%.

Promotions influence not only the supermarket that shoppers frequent, but also the products they buy. Nearly half of shoppers (48%) agree that relevant product coupons sway their decision on the brand they buy and 44% describe themselves as someone who actively seeks out coupons and vouchers before a supermarket shop.

Coupons and vouchers are not just attracting those who have to budget carefully. In fact, more affluent consumers are even more attracted to them: the survey shows 29% of ABC1s agreeing with the statement “I would describe myself as someone who actively seeks out coupons and vouchers,” compared to just 26% of C2DEs.

The Valassis survey results also underline a year-on-year decrease in supermarket loyalty. Consumer loyalty to one supermarket seems long gone, with only 16% of consumers stating they will not shop away from their main supermarket this festive season, down from 21% last year. This lack of loyalty is not just for Christmas, with only 11% of shoppers claiming to visit just one store each month.

The “deep discounters” are, interestingly, the pick of the bunch for shoppers this Christmas with 28% planning to do their main festive shop at Aldi, up from 25% last year, and 27% at Lidl. These shopping intentions are higher than for more mainstream grocery supermarkets.

Looking at the uptake of new technologies within grocery, online grocery shopping/home delivery has increased year-on-year with 25% of consumers stating they use this option either “often” or “always,” compared to 21% in 2016. Self-checkouts continue to increase in popularity, as a result of the rise of top-up shopping trips, with 40% of shoppers saying they often or always use them, up from 26% in 2016. Perhaps not surprisingly and tying in with their confidence in technology, younger age groups (over half of 16-24 and 25-34 year olds) are more likely to use self-checkouts. Beyond grocery, younger shoppers are also more likely to regularly use their phone for digital offers in High Street shops and restaurants – 24% of 16-24 and 30% of 25-34 year olds.

Charles D’Oyly, Valassis’ Managing Director, comments: “With the array of supermarkets being within easy reach of most shoppers, it has never been easier to cherry-pick the best deals. Perhaps the financial crisis of 2007 created a permanently more promotionally savvy shopper. Our research suggests, more than ever before, that deep discounters, 2-for-1s, vouchers and coupons have the strongest influence over the festive food shopping contest this year.”

The survey findings are based on an online survey of 2,002 nationally representative adults, conducted by GfK NOP from 20 to 24 October 2017 on behalf of Valassis Limited.

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Discount supermarket Aldi has brought back the star of last year’s Christmas advertising campaign, Kevin the Carrot, and given him a love interest Katie, with proceeds from plush Kevin and Katie toys sold in store going to charity Teenage Cancer Trust.

Picking up from where last year’s campaign ended, Aldi’s new advert opens with Kevin as a snowman’s nose, before being dislodged by the rumbling of an approaching train. Jumping aboard, Kevin discovers this isn’t just any train, but a luxurious sleeper complete with a dining car brimming with Aldi’s amazing Christmas feast.

In the distance Kevin spots Katie, and it’s love at first sight. But he has to brave flying Champagne corks, cheese towers and giant turkeys to reach her. This year’s ad has suspense, murder, romance and sumptuous food and drink in a setting reminiscent of classic films.

Adam Zavalis, Marketing Director at Aldi UK, says: “We launched Kevin last year with the line, heroes are grown, not born. And Kevin really did grow into our hero. Our customers took him to their hearts and enjoyed watching his escapades in the run up to Christmas. We just had to bring him back again this year.”

Oscar winning actor Jim Broadbent also returns to narrate the story, backed by the Edward Scissorhands soundtrack.

Kevin and Katie will also be the stars of 14 product oriented sub-campaigns running as 20 and 30 second TV executions as well as being delivered across digital, social, outdoor, press, cinema, radio, door drop and in-store.

Plush Kevin The Carrot and Katie The Carrot soft toys be launching in stores from November 23rd for £2.99, in support of Aldi’s charity partner, Teenage Cancer Trust.

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An overwhelming number of children want to turn off the TV, put down their devices and spend more time outside exploring nature, a new research survey by the RSPB has revealed.

The RSPB’s Connecting Children with Nature partnership – a £2m project funded by discount supermarket Aldi – which has over the past two years helped over 240,000 children take their first steps on their own wild adventure found that 85% of children who took part wanted to spend more time outside in nature.

The project survey, which quizzed over 1000 school children and teachers about their nature experience session with the RSPB, revealed that 86% of pupils learnt something new about nature that they didn’t know before, while the overwhelming majority of teachers agreed that taking part in lessons outdoors increased children’s confidence.

• 85% of school children agreed that they want to spend more time outside in nature.
• 86% of school children agreed that they learnt things about nature that they didn’t know before.
• 91% of teachers agreed that they want to spend more time teaching outside.
• 83% of teachers agreed that taking part in lessons outside increases children’s confidence.
• 98% of teachers rated the school outreach sessions as ‘Excellent’ or ‘Good’.

In recent years, a number of studies have revealed the amount of time British children are spending outside exploring nature is on the decline. To encourage more children and their families to swap the sofa for the great outdoors, the RSPB launched Connecting Children with Nature, which has to date seen children across Britain spend more than 360,000 hours outside on their own nature adventure.

To allow children to explore the outdoors, learn new skills and try something different like their parents and grandparents did, the partnership funded a number of activities. Since its launch, a schools’ outreach programme has seen RSPB-trained staff and volunteers deliver free, 90-minute nature experience sessions to more than 1000 schools in 17 cities across England, Wales and Scotland.

To help children and their families to embark on their own wild adventure away from the classroom, the partnership also launched the Wild Challenge this Easter. Consisting of 24 activities from minibeast safaris and rock pooling to creating a hedgehog café and planting for wildlife, the challenge allows families to go on their own wild adventure taking them from their own back garden to exploring towns, cities, woodlands and even the coast. So far, 44,000 Wild Challenge actions have been taken in gardens and communities.

Martyn Foster, RSPB Head of Education, Families and Youth, says: “Children will always remember their first discoveries when out getting wild in nature – from the thrill of finding a blitz of bugs under a rock to spotting a family of starlings furiously flying around in search of their next meal. With the positive impact nature has on children’s learning, physical health and emotional wellbeing it is more important than ever that we are helping young people to experience, learn and value the natural world.”

Proceeds from Aldi’s carrier bag sales across the UK are expected to see the charity receive donations in excess of £2m over a three-year period.

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Shoppers expect to see retailers putting on a show over Easter, with in-store egg hunts, recipe ideas, sampling and activities for kids, according to new research from leading retail and shopper marketing agency Savvy.

Easter has become a major shopping occasion for UK shoppers, the survey of 1,000 household shopping decision makers found, meaning spending around the occasion is expected to reach £775m, with the dicounters likely to get a significant share of the spend.

Alastair Lockhart, insight director at Savvy Marketing, comments: “Sales of chocolate eggs are set to outperform this year, contributing to overall Easter market growth. While the core mid-market for eggs remains incredibly competitive on price, especially as value retailers continue to scale up their Easter offers, demand for premium eggs looks set to build on the momentum set by the likes of Marks and Spencer and Hotel Chocolat last year.”

Lockhart also points out that shoppers are planning specific visits to the discounters this Easter. Lockhart says: “Aldi in particular is delivering bigger events, supported by growing ranges and stronger in-store execution.” Aldi has just launched a special Easter TV ad, featuring a child going on a magical journey through an edible world made of Aldi Easter treats to a soundtrack of ‘My Favourite Things’ (see picture).

Key research findings:

What do shoppers expect from retailers?

• Topping the wish lists this Easter with 47%, was instore food sampling.
• New ideas to try (recipes etc) came in second place with 44%.
• In third and fourth place respectively were instore egg hunts (29%) and inspiration for things to do with kids (26%).

Who will be celebrating the event?

• 66% of UK shoppers will be getting involved in the event (72% of women versus 57% of men) – up one percentage point on 2015 figures.
• 69% of shoppers agree that Easter is a special day and 72% say that they are looking forward to spending time with their families.
• 54% of shoppers don’t mind spending more to make the Easter weekend more special.

How will shoppers who are planning to celebrate Easter be spending?

• 68% say that they know where they can find the best value eggs.
• 51% of shoppers typically plan in advance what they’ll be buying for the Easter weekend.
• 34% said they’d be trading up to purchase more expensive food and drinks for the Easter weekend.
• 42% said they would be shopping at a discounter for Easter eggs and dinner ingredients.
• 32% are planning to purchase Easter products and cards at the last minute.
• 29% are planning on spending more on Easter goods this year.

What will Easter shoppers be buying?

• 79% of shoppers planning to purchase Easter eggs this year.
• 28% will be buying the ingredients for a roast dinner.
• 27% will be buying chocolate and 18% will be purchasing an Easter cake.
• On the non-food front, 13% of shoppers will buy Easter cards, 13% will buy flowers and six% will purchase a cuddly toy.
• Games, making kits and baking kits also featured on shoppers lists, although less frequently.

Savvy is a leading creative, retail and shopper marketing agency that places shopper, retail and brand insight at the centre of everything they do.

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