Shoppers are looking for greater value in the run up to Christmas with promotions, according to the IGD.
Results from IGD’s ShopperTrack survey published yesterday (21 December) revealed that promotions are a key factor when choosing what food and groceries to buy.
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Among shoppers with children under five, 84% of them rate promotions as “very important” when choosing between products. This compares to 69% of those with children aged between 11 and 15 and 71% of shoppers without children.
IGD chief executive Joanne Denney-Finch said: “People are feeling the squeeze from a series of pressures, such as higher utility bills. Despite this, shoppers are still interested in maintaining the quality of their food and groceries.”
She added that 40% of shoppers said they will put greater effort into their grocery shopping over the next six months.
“As shoppers are watching every pound they spend, it is also crucial to get the basics right, such as tailoring the customer experience at a local level – a ‘one size fits all’ approach will not work,” she said.
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