While most shoppers continue to seek value deals in grocery store, many among them are using the savings to treat themselves to little luxury like confectionery, desserts and sparkling wine from the same shop, giving rise to what is being touted as "Fluxury Shoppers".
According to a study by Ocado, whilst four in five Brits (83 per cent) actively seek good deals on everyday groceries, over half of respondents (57 per cent) proactively look to make savings through cheaper own-brand products and everyday essentials so that they can allocate small amounts to little luxuries in that same shop.
Consumer psychologist Kate Nightingale believes that this pleasure-seeking approach to shopping and savings is a result of an evolving society.
"In a time of economic uncertainty, human behaviour has shifted to focus on short term rewards to gain a sense of control over our everyday lives. When it comes to grocery shopping, we are a nation of ‘Fluxury Shoppers’ – where customers buying decisions enter a state of flux, saving in one area to spend in another to provide little bits of joy here and there.”
The research also reveals the main reasons people give for adding small luxuries to their shopping basket, including wanting to treat themselves (37 per cent), to make their partner happy (27 per cent) and because they feel justified doing so, having saved money elsewhere (20 per cent).
Nightingale explains, "Fluxury Shoppers aren’t impulsive, they’re tactical. They make clever choices in their everyday shopping to reallocate their savings to their desired ‘little luxury’. They act as a reward for making clever choices with our everyday shopping habits.“
In fact, almost half of Brits (48 per cent) agreed they intentionally look for good deals and then buy little luxuries as a form of retail therapy, with 84 per cent admitting to purchasing ‘small treats’ when grocery shopping.
Nightingale continues: ‘’Small wins followed by little rewards are the best combination to motivate us to reinforce the habit. Both small wins and ‘little luxuries’ as rewards are also a brilliant wellbeing enhancer, often more impactful than big one-off experiences or extravagant purchases. By making small savings and rewarding ourselves with little luxuries, the average shopper gains a wider sense of control over their finances.’’
The top ways the nation is trying to be financially savvier and make savings include making meals at home instead of buying them on-the-go (57 per cent) and buying own-brand or value range groceries (55 per cent). Two in three (65 per cent) Brits even say they’re likely to invest additional time on their shop to ensure they secure a good deal, with a quarter (26 per cent) of those investing more than half an hour extra.
According to Ocado data, the top categories oof little luxury added to baskets by shoppers included chilled and hot desserts, followed by ice cream and confectionery. Other treats that made it into the top ten included sparkling wine, gin and skincare.
Top 10 little luxuries according to Ocado basket data:
- Chilled and hot desserts
- Ice cream
- Confectionery (sweets/chocolate)
- Organic/premium meat (duck, chicken, beef)
- Sparkling wine
- Gin
- Liqueurs
- Whisky
- Skincare
- Vodka
