Multibuy promotions across the big supermarkets are running at their highest levels since October 2002, according to market analyst ACNielsen.
Latest data shows that Tesco, Asda, Sainsbury, Morrisons, Safeway and Somerfield have all increased their sales from multibuy promotions over the last three years, with some figures jumping dramatically. For
the 12 weeks up to October 2002, just 4.4% of Safeway’s sales came from multibuy promotions.
However, this figure has soared to 18.4% for the 12 weeks up to July this year.
Somerfield has moved from 9.7% in October 2002 to 16.9% today, while Asda, Morrisons, Sainsbury and Tesco have all increased their multibuy sales by an average of more than three percentage points.
Asda’s figures include a move into buy-one-get-one-free offers, which it started running for the first time in May this year.
Meanwhile, Which?, formerly the Consumers’ Association, has said that buy-one-get-one-free offers and other promotions can sometimes be of minimal value to shoppers.
It cited deals at Asda, Morrisons and Tesco where savings were negligible.
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