Skip to main content

Sainsbury’s to phase out multi-buy promotions in favour of lower regular prices

| International retailers

Following the CMA’s plans to take actions against supermarkets with misleading promotions, Sainsbury’s has unveiled plans to diminish multi-buy promotions across its grocery business by August 2016.

According to customer research from the grocer, multi-buys are out-of-step with today’s shopping habits, and Sainsbury’s customers have seemingly responded positively to the gradual removal of multi-buys over the last 12 months.

Britain’s second largest supermarket chain dubbed the move as a “continuation of Sainsbury’s pricing strategy to deliver lower regular prices.”

Essentially what this means is that customers will have more flexibility to buy what they need, when they need it, because the regular price of those products will be affordable every day rather than when that product is on a multi-buy promotion.

The initiative extends across its full range of branded and own-brand soft drinks, confectionery, biscuits and crisps. By ending multi-buy promotions on these categories, Sainsbury's is also committing to making healthier choices simpler and easier for customers. 

“Customer shopping habits have changed significantly in recent years, with people shopping more frequently – often seeking to buy what they need at that moment in time,” said Sainsbury's Food Commercial Director, Paul Mills-Hicks.

"Careful management of household budgets, a growing awareness of the cost of food waste and more health-conscious living has driven a trend away from multiple product purchasing towards more single item purchasing,” added Sainsbury's Marketing Director, Sarah Warby.

“We have listened to our customers who have told us that multi-buy promotions don’t meet their shopping needs today, are often confusing and create logistical challenges at home in terms of storage and waste.”

There will be a few exceptions where multi-buy promotions will be used at certain times of the year. Sainsbury’s is the first UK retailer to make changes of this scale.

Pin It

Related Articles

Spar reports growth of 3.3% as global retail sa...

SPAR, the world’s largest food retail voluntary chain, has seen annual retail sales break the €40 billion mark for the first time, today reporting global sales revenue of €41.2 billion for the year ending December 31st, 2021. The figures represent...

Informal Retail in Africa: Could Technology be ...

Since the turn of the century and consistently for nearly a decade before the COVID-19 pandemic ravished global markets, Africa was home to the fastest growing economies. The shoots of positive growth it demonstrated afforded it the title of the “...

Consumers need a good reason to shop this Black...

Last year’s Black Friday retail sales massively underperformed for many reasons, according to Marino Sigalas, Account Director at The MediaShop. He says that some consumers were not comfortable with the thought of being shoulder to shoulder with o...

Checkers launches deals onto its Sixty60 home d...

Retailer Checkers says that customers using its Sixty60 home delivery service will now be able to benefit from its Xtra Savings rewards programme.

SA wipe manufacturer Sani-touch is ahead of the...

In the UK a government minister is calling for a new law to ban wet wipes that contain plastic. Labour minister Fleur Anderson argues that around 90% of the 11 billion wet wipes used in the UK per year contain some form of plastic that turns into ...