A new study has found that 16% of shoppers now use supermarkets as 'one-stop shops' to purchase both their food and non-food items.
The research by Santander 123 cashback credit card shows that 98% of Brits now purchase at least some non-food items such as clothes or electronics from their local supermarket, with nearly two thirds citing convenience as the main reason. A total of 51% said they bought non-food items at supermarkets due competitive prices while 27% wanted to take advantage of rewards and loyalty points.
With an increasing range of non-food items now available at supermarkets, 72% of those polled said they had bought clothing and accessories from a supermarket retailer, rising to 78% for female shoppers. Household electrical appliances and CDs, DVDs or video games were the second most common non-food purchases at 67% followed by toys at 42%, gardening equipment and DIY tools at 32%. Mobile phones or computing devices were also popular choices at 25% as were sport and fitness products at 14%.
Almost a quarter of those surveyed said they bought non-food items from a supermarket due to the choice of products, while 22% said they did so because of the quality and reliability of the products.
The Santander figures reveal that 60% 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 43% of Brits 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."
