Eight million (16 per cent) shoppers say they are now using supermarkets as ‘one-stop shops’ by purchasing all their non-food items as well as food products there, according to new research from Santander.
The findings reveal that 98 per cent of Brits now purchase at least some non-food items such as clothes or electronics from their local supermarket, with nearly two thirds (64 per cent) doing so for convenience, 51 per cent to take advantage of competitive prices and 27 per cent to take advantage of rewards and loyalty points.
With a vast range of non-food items now available at supermarket retailers, it’s not surprising to see that nearly three quarters (72 per cent) of shoppers have bought clothing and accessories from a supermarket retailer, rising to 78 per cent for female shoppers. CDs, DVDs or video games were the second most common non-food purchase (67 per cent), followed by household electrical appliances (67 per cent), toys (42 per cent), gardening equipment and DIY tools (32 per cent), mobile phone or computing devices (25 per cent), sport and fitness products (14 per cent) and indoor furniture (13 per cent).
Aside from cost, convenience and rewards, almost a quarter (23 per cent) of Britons buy items other than groceries from the supermarket for choice of products, 22 per cent do so because the quality is good and reliable and 13 per cent say it’s because they trust the retailer/brand.
The Santander figures reveal that three fifths (60 per cent) of shoppers would be happy to purchase big tickets items like a holiday or TV from a supermarket retailer if the price was competitive. The findings also indicate that over the last few years more than two fifths (43 per cent) of Britons have increased their tendency to purchase non-food items in supermarkets.
Alan Mathewson, CEO Santander Cards, said: “Cost, rewards and convenience are a major incentive for shoppers at a time when households are increasingly short of both money and time. This is now also driving a shift in purchasing behaviour as consumers increasingly look to supermarket retailers for non-food purchases. While independent retailers continue to offer a more traditional high street experience, competitive pricing and generous rewards mean many consumers are looking to consolidate their purchasing habits under just one roof. To make the most of the different supermarket reward schemes, shoppers should consider cashback products such as our 123 cashback credit card, which pays 1% cashback on money spent in supermarkets.”
