Shoppers across Britain are saving £336 million a week by choosing special offers and own-brand goods, a new survey reports.
It found that almost 60 per cent plump for a ‘buy one get one free’ offer at least once a week, and a similar number pick up own-brand goods during their weekly shop.
Somerfield, which conducted the poll, says this saves the average shopper about £371 each year, although Scots save even more by choosing special offers.
The survey of 1,100 shoppers found that people in Aberdeen save almost £460 each year while those in Edinburgh pocket £408 in savings this way.
Virtually everyone questioned said they would check and compare prices on supermarket items to ensure they got the best deal.
The survey also listed the top ten most popular own-brand buys, with tinned tomatoes at the top of the list. Fifteen per cent of shoppers choose own-brand tinned tomatoes while 12 per cent choose own-brand beans and milk.
Somerfield spokesman Pete Williams said: ‘Just as we’ve seen a surge in people buying clothes from budget retailers, so too are Brits becoming more savvy with their grocery budgets and opting more frequently for own-label products.’