Partner Article

Valassis Finds Shoppers Hungry for Promotions this Christmas

Eighty-seven percent of shoppers will use a promotional offer when grocery shopping

Based on new consumer research pointing to shoppers’ demand for deals, Valassis Limited, the UK’s largest coupon and voucher services provider, shares insights on how supermarkets can drive that all-important Christmas spend to their stores this year.

It’s all about the deals and how they influence consumer shopping, according to findings from a survey conducted for Valassis Limited by GfK NOP Research:

88 percent of shoppers might be tempted to shop away from their main supermarket, based on a suitable promotion; 87 percent of shoppers will use a promotional offer when grocery shopping this Christmas season; 48 percent of shoppers might be persuaded to switch supermarkets based on a “two- for-one” offer; and 47 percent will use three or more mechanics.

“Consumers are promotion sensitive with a majority of Christmas grocery shoppers influenced by promotional offers,” Charles D’Oyly, Valassis’ Managing Director, said. “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 steadily since 2011 and are in a position to attract more shoppers this shopping season. According to the 2,000 consumers surveyed, 28 percent said they are more likely to shop at deep discounters this season.

Shoppers surveyed 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 10 – 13 November 2015.

For further information, please contact:

Emma Ward, Clareville Communications

T: + 44 207 736 4022

E: emmaward@clareville.co.uk

This was posted in Bdaily's Members' News section by Valassis .