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Bargains trump supermarket loyalty

Bargains trump supermarket loyalty

Category: Money Saving

Updated: 09/12/2016
First Published: 09/12/2016

This article was correct at the time of publication. It is now over 6 months old so the content may be out of date.

Gone are the days when most people shopped only in 'their' supermarket. New findings have revealed that only 12% of shoppers claim loyalty to just one supermarket brand, with most shopping across two or three different stores. This is especially practical at the moment, with the cheapest ingredients for a big Christmas feed being scattered across several different stores.

The survey, conducted by Valassis Limited, found a significant decrease in customer loyalty, from 22% of shoppers sticking to a single supermarket brand in 2014. The main reason for this change is the lure of promotions, with advertised savings trumping loyalty more than ever before.

Gender differences

The lack of loyalty is especially evident in the festive food shop, with just 10% of female shoppers stating that they would not shop away from their main supermarket for the festive season, and half of surveyed women declaring that they would swap supermarkets to be able to use their coupons or vouchers. Overall, it is women leading the charge of supermarket diversification, with only one-third of men saying they would be tempted away from their regular by vouchers and coupons.

Women are also more savvy when hunting down promotions, and becoming increasingly so, with 33% looking for promotional offers more than they did a year ago, compared with 22% of men increasing their offer scouting. This might have something to do with the fact that women in the survey also reported more money worries, with a whole 45% of women worried about the cost of Christmas, compared with just 29% of men.

Bargain hunters' stomping grounds

Just where do these savvy shoppers go to pounce on discounted or cheap Christmas groceries? Well, 25% of surveyed adults are intending to spend their cash at Aldi and Lidl over the festive period, while 31% intend to visit M&S. Loyalty is still a big deal for Tesco and Sainsbury's customers, with 43% of these favouring their loyalty points over any other type of promotions, up from 38% in 2013.

That doesn't mean that people don't use coupons and vouchers as much anymore, though, with 42% favouring these compared with 38% in 2013. And mobile coupons are also on the rise, with 48% of 25-34 year-olds using these to nab a bargain.

"The majority of Christmas grocery shoppers will have their heads turned by promotions this festive season, and this is especially the case for women," Charles D'Oyly, Valassis' managing director, commented. "It seems supermarket loyalty is no match for enticing deals this Christmas, and Aldi and Lidl look like they will draw in one in four of all shoppers."

What next?

Regardless of which supermarket you are intending to shop at this festive season, why not check out our voucher codes to see if you could save.

If you are thinking of getting a credit card from Sainsbury's or Tesco to gain loyalty points, see if you can find them (or a better one) in our Best Buys before you decide, and consider a cashback credit card as an alternative way of earning some extra cash on your festive spending. Just make sure you can keep up your repayments, as credit cards can become more trouble than they're worth if you're not careful.

Disclaimer: Information is correct as of the date of publication (shown at the top of this article). Any products featured may be withdrawn by their provider or changed at any time.