Almost nine in 10 UK consumers will take advantage of a promotional offer when doing their Christmas grocery shopping this year, according to new research.
A survey conducted on behalf of Valassis Limited, the UK’s largest coupon and voucher services provider, found that:
- 88% of shoppers might be tempted to shop away from their main supermarket, based on a suitable promotion;
- 87% of shoppers will use a promotional offer when grocery shopping this Christmas season;
- 48% of shoppers might be persuaded to switch supermarkets based on a “two- for-one” offer; and
- 47% will use three or more mechanics.
Charles D’Oyly, Valassis’ Managing Director, says: “Supermarket loyalty is being challenged by consumers in search of the best deal and the rise of deep discounters is a noticeable trend in the UK grocery market.”
Deep discounters have grown UK market share steadily since 2011 and are in a position to attract more shoppers this shopping season. According to the 2,000 consumers surveyed, 28% said they are more likely to shop at deep discounters this season.
Shoppers cited an increased cost of living and increased cost of food as the two top driving factors impacting their desire to seek out promotions. The favoured consumer money-saving mechanic this Christmas is multi-purchase-based offers (two-for-one deals) followed by “everyday low price promises.”
These findings are based on an online survey of 2,000 nationally representative adults, conducted by GfK NOP from 10th – 13th November 2015.