Despite claiming it is moving away from promotions, Asda has upped the number of deals it is running compared with last month, reports Elinor Zuke

Although Asda has said it is switching from a promotions-led strategy to Every Day Low Pricing, it doesn't appear to be in a rush to do so. With a 10.2% hike, it upped the number of deals it was running by more than any of its rivals [Assosia 4w/e 30 May].

The 'save' mechanic accounted for 56 of the 144 extra deals, while the retailer ran 37 x-for-y promotions. And Asda was far from alone in running more deals.

Having pledged at the end of April to cut more than 3,000 prices, Morrisons upped its number of deals by 4.2% compared with the previous month, and by 23.4% compared with the same period in 2009.

Tesco increased promotions 7.4% month-on-month, but was down 5.6% compared with last year. The number of promotions run by Sainsbury's and Waitrose was virtually unchanged on last month.

Beers, wines and spirits was the most discounted category, as it was last year, with wine remaining the most discounted drink. Beer and lager rose six places to become the fourth-most promoted sub-category as retailers jostled for share of World Cup spend.

The gap between BWS and the second-most promoted category, impulse, has narrowed. In May 2009, 21.4% of promotions were in the BWS category and 14.8% in impulse. This May, BWS accounted for 19.1% of deals and impulse 18.3%.

Meanwhile, in reaction to the soaring price of butter (see p30), the share of deals run on chilled dairy has dropped from 5.6% in 2009 to 4.7%.

Special purchases which include new product introductory offers have become a more popular type of promotion, and now account for 9% of deals, twice as many as this time last year. This is largely down to Tesco increasing its number of round-pound deals and special purchase price points as it fights back against Asda's Every Day Low Pricing marketing.