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Hard-pressed shoppers turn to money-off coupons

Recession sees to more people using special offers

Money off

More shoppers are using money-off coupons and vouchers

More and more shoppers are using money-off coupons and vouchers to save on their shopping, as their household budgets drop. 

A study by the Institute of Grocery Distribution (IGD) reveals that 58% of shoppers say they are buying more of their food and groceries through promotional deals.

But Which? shopping expert Matt Clear warns: ‘Money-off vouchers and multi-buy offers can help cut the rising cost of food bills, but don’t let supermarkets tempt you into buying items you won’t use’.

‘For multi-buys, it’s best to stick to non-perishable essentials which you’re likely to keep and use, such as toiletries like toothpastes, shampoos and toilet rolls.’

In fact, Which? has found that not all special offers are as special as they seem. Find out more about the special offer tactics supermarkets use

Tight budgets

While some shoppers used to be embarrassed to be seen handing over coupons in supermarkets, vouchers are making a come-back in these though economic times.

Recent inflation figures showed that the cost of living is rising by 2.6%. This translates to the average household needing to spend an extra £900 more on goods and services than it did a year ago to maintain the same standard of living.

Around 60% shoppers say they are buying more of their food and groceries on promotion, up from 40%  in 2008. Of those, 53% are using more money-off coupons and vouchers to make savings. 

People with children and 18-24 years-olds are more likely to use vouchers.

Best supermarkets

In June the same institute also revealed that discount supermarkets such as Aldi and Lidl are increasing in popularity. 

This echoes the findings of our latest supermarket survey – discover the best and worst supermarkets, as voted for by their customers.

More on this…

  • Best food and drink – find out recent Which? taste test winners
  • Expert tips on the top ways to save on food
  • Supermarket prices – find out about our
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