Christmas beer and cider deals important as 90% of shoppers hunt bargains

Convenience will drive three quarters of beer drinkers and over two thirds of cider drinkers into c-stores this festive season, with 90 per cent on the lookout for two-for-one and BOGOF deals to help maximise their spending. With this in mind, retailers should promote deals on beer and cider to help maximise sales this Christmas.

A further 23 per cent of consumers who were asked in exclusive Heineken UK research said the choice provided by convenience stores was a big driver to purchase, while 78 per  cent said they would visit local retailers more frequently in the run up to Christmas to do top-up shops. The same number of consumers are expected to buy more premium products as they seek to treat themselves. However, shoppers are also on the lookout for deals this year, with 41 per cent saying too high a price point would be a barrier to purchase. Although, nearly a third of shoppers would buy beer or cider on impulse. This means retailers should dual-site beer and cider in store where possible, to help drive add-on sales.

Convenience retailers can expect to see an uplift in footfall this festive season as 78 per cent of convenience shoppers expect to visit their local store more frequently this Christmas. Convenience retailers can also expect beer and cider sales to see an uplift, as the majority of shoppers (57 per cent) plan to do their top-up shops for beer and cider at their closest c-store in the run up to Christmas.

The latest Heineken UK commissioned research, compiled by KAM, includes useful insights into consumer spending, behavioural trends and habits in alcohol, especially beer and cider, this Christmas.

Alexander Wilson, Category & Commercial Strategy Director – Off Trade, Heineken UK, said:

“This Christmas, retailers can also expect additional trade from sport fans. Of those who intend to watch live sports on TV this winter, 74 per cent say they’re likely to visit their local convenience store more often. There is also an opportunity for retailers to benefit from shoppers trading-up as 80 per cent say they’ll look for more premium options when sports games are on. Heineken, Birra Moretti and Heineken Silver are a must-stock for this opportunity.”

The research asked consumers about their spending habits during sports matches this winter:

• 65 per cent of convenience shoppers plan on watching live sports on TV this winter.
• 74 per cent of convenience shoppers will maybe, or definitely, visit their local convenience store more often when there is a sports game on.
• Over a third of convenience shoppers are looking to purchase more premium options as a treat when watching sports this winter.

With many shoppers planning to use their local c-stores during the festive period to buy beer and cider, retailers have a real opportunity to drive basket spend, particularly in the alcohol category, as shoppers look to celebrate with friends and family.