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Supermarkets embrace pound shop prices

Lots of £1 deals but not necessarily bargains

Supermarkets and chemists are increasingly using round £1 and £2 deals to attract cash-strapped shoppers.

Supermarkets such as Tesco, Asda and Sainsbury’s are pricing around one in six products at £1 or £2 and using red stickers that indicate a bargain, but Which? is urging cash-strapped consumers to be savvy when they shop.

Which? shopping expert Matt Clear says: ‘Not all £1 items are a good deal and a £1 label doesn’t automatically mean it’s worth as much as a pound. Comparing prices between supermarkets to make sure you’re getting the best deal is still the smartest way to shop.’

Sainsbury’s uses these deals particularly in its Local stores, while Tesco is testing them out in certain areas of its shops, according to data obtained by the Telegraph from

Supermarket tactics

Which? research recently revealed some of the questionable tactics that supermarkets use to make ‘bargains’ look unmissable. These ‘bargains’ included multibuys that were actually more expensive per item when they were on offer, and products that were on offer for longer than they were at the original price.

We’ve also been calling on supermarkets to show clear unit pricing – the price by weight, volume or unit – so you that you can easily compare what you’re buying.

If you’re a Which? member log in to see the full results of our special offers investigation – and if you’re not a member you can sign up here for £1.

Best and worst supermarkets

Waitrose was rated the best supermarket for the third year running in our last annual supermarket survey

It was the only store to get five stars for customer service when Which? surveyed 11,000 members of its Which? Connect online panel.

Aldi and Lidl came second and third – scoring four stars for value and special offers – while Tesco and The Co-operative got the lowest customer scores.

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