“Supermarkets mainly want to attract customers at a time when prices are rising and consumers are once again spending their money elsewhere. explains Silvie Vanhout from Gondola Academy.
“Their share has increased to 19.2%. This means that almost a fifth of supermarket sales come from these promotions. This percentage has never been so high. Retailers want to attract consumers to their stores with attractive promotions. After two very good years due to the pandemic, sales in supermarkets are falling. We go back to the restaurant more often, we resume face-to-face work… which means that our spending in supermarkets is decreasing, but still remains higher than in 2019. Inflation also plays a role: prices on the shelves are increasing and brands are trying to lower this price through promotions. It’s a little strange that this is happening at a time when commodity and energy prices have risen so much, but now that purchasing power is under pressure, supermarkets want to keep attracting customers can we read on the Gondola website.
If these promotions benefit customers, this is not the case for manufacturers, who must compensate for their loss of earnings. “But as long as inflation remains high, there will also be many promotions.”