Coupons and offers: Shoppers go back to basics

HARD-PRESSED consumers are going back to basics with research showing that coupons and the hunt for special offers in supermarkets are central to the nation’s shopping experience.

A report by the National Consumer Agency has found 53% of shoppers surveyed were using coupons and special offers by the end of last year.

The findings, based on research carried out by Amárach Consulting, also showed that two-thirds of shoppers are seeking out cheaper ways of living and that more than half those doing the main grocery shopping trip each week seek out special offers and promotions.

According to the report: “The greatest change... is the number of shoppers who are beginning to take advantage of special offers and using coupons, up 15% [since the middle of last year].”

However, the report also shows that more than three-quarters of Irish consumers would prefer to see supermarkets offering more long term lower prices rather than promotions and special offers.

While 67% of those questioned say life is as enjoyable now – despite the recession – as before the economic crash, a similar number say they shop around for the best prices – a slight decrease on the figure in the middle of last year.

Fergal O’Leary of the National Consumer Agency said consumers needed to guard against complacency when it comes to value for money.

He said: “People may feel retailers have lowered their prices as much as they are going to. I would not share that view, I think there is still a way to go.”

Michael Culloty of the Money Advice and Budgeting Service (MABS) said the frugal approach to shopping was essential for families struggling to pay the bills.

He said in the past MABS clients would be from low income backgrounds. “Now we are finding people who have never had to budget in the past but because they have lost their job or lost income it has become necessary,” he said.

Meanwhile, consumers received good news on two fronts yesterday when Bord Gáis confirmed that the Commission for Energy Regulation had approved its proposed 8% price reduction. The lower gas prices will be introduced from the start of next month, although the ESB said it would not be reviewing its price structures at the present time.

The cost of visiting the dentist is also set to plunge as the country’s largest dental group slashes its prices by 30% in a bid to stop people travelling to the North for treatment. Smiles Dental Group said it has renegotiated costs with its dentists, landlords, suppliers and laboratories to enable it to pass on savings to patients.