Six out of ten shoppers (58%) say they are buying more of their food and groceries on promotion, according to the latest retail experts IGD. This is up from 40% who said the same in 2008.
Over half of them (53%) are now using more money-off coupons and vouchers, while 59% plan to use more of them over the next six months to make savings on their grocery shopping.
IGD says it’s younger shoppers and those with children who are the most likely to use vouchers – 75% of 18 to 24-year-olds v. 45% of over 65’s; 75% of shoppers with children v. 51% with no children.
Joanne Denney-Finch, chief executive, IGD, said: “In these tough times, shoppers say promotions are one of the factors helping them decide where to shop: 71% of them tell us they are an important consideration.
“The stigma once associated with using coupons and vouchers is eroding as shoppers tell us they are using this type of promotion more as they seek to secure the best value. Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions. Vouchers are more targeted now and can help shoppers, who have increased their planning before doing their grocery shopping