Supermarket loyalty discounts influence almost 50% of Brits shopping habits

Almost half of Brits (44%) agree that retailer loyalty discount schemes are important in determining where they shop, new research shows.

According to the latest data by NIQ, this figure rises to 55% of those severely impacted by the ongoing cost-of-living crisis.

For 35% of UK shoppers, a ‘special price discount’ for loyalty card holders is the top promotion likely to influence which supermarket they shop from, with 34% swayed by an everyday low price deal.

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Price discounts via loyalty cards are also most likely to encourage 54% of Brits to buy a product.

“Our recent survey indicates that during a period of high inflation, shoppers are looking for different ways to save money and loyalty card savings are a ‘win-win’ strategy as they reward both shoppers and retailers,” NIQ UK head of retailer and business insight, Mike Watkins said.

“They give meaningful savings,” he explained, adding that “shoppers prefer the immediacy of the discount.”

“They are a promotional mechanic likely to influence where they shop, while also encouraging category purchasing.”

The dependency on loyalty scheme discounts comes as food inflation soared to 15% in March.

While NIQ found that UK supermarkets experienced a 7% increase in shopping visits with a 13% uplift in spend in-store, it said that this is likely due to many UK households looking to plan ahead and shop around to save money on their grocery shopping.