Blog | 19 December, 2017


Supermarket Loyalty Gives Way to the Lure of Promotions this Festive Season

Our recent survey of over 2,000 UK shoppers shows that consumer loyalty to one supermarket seems long gone, with only 16% of consumers stating they will not shop away from their main supermarket this festive season, down from 21% last year. The survey results show a year-on-year decrease in supermarket loyalty.  This lack of loyalty is not just for Christmas with a mere 11% of shoppers claiming to visit just one store each month.


The “deep discounters” are, perhaps surprisingly, the pick of the bunch for shoppers this Christmas with 28% planning to do their main festive shop at Aldi, up from 25% last year, and 27% at Lidl.  Interestingly, these shopping intentions are higher than for more mainstream grocery supermarkets.


Looking at the uptake of new technologies within grocery, 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. Perhaps not surprisingly and tying in with their confidence in technology, 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.