Promotionally savvy shoppers own Christmas, Valassis

42% of UK shoppers are on the lookout for promotional offers for the festive supermarket shop, according to a survey by Valassis, involving 2,002 people. This percentage has increased in recent years from 38% in 2015 and 2014. 46% agree that they spend more time at Christmas seeking out promotions to ensure they keep within their budget, up from 42% in 2016.

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 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%. 

There has also been a year-on-year decrease in supermarket loyalty. Only 16% of consumers stated 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 11% claiming to visit just one store each month. The “deep discounters” are set to rule the roost this Christmas, with 28% of those surveyed planning to do their main shop at Aldi, up from 25% last year, and 27% at Lidl. 

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. 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.”