Shoppers increase spend and frequency at convenience stores

The proportion of shoppers visiting convenience stores increased by nine percentage points to 58 per cent in the 12 weeks to 17 October, from 49 per cent in the previous period, according to the latest Lumina Intelligence data.

The market researcher’s Convenience Tracking Programme has also showed that shoppers visited convenience stores more frequently during the same period, up 4 per cent to 2.8 times per week on average.

In addition, basket value increased by 21 per cent, from £8.58 per trip to £10.38, despite a 3 per cent decline in average basket size.

When compared to the previous 12 weeks, the proportion of convenience store occasions that were delivered increased by two percentage points in this period, from 5 per cent to 7 per cent. Click and collect also saw a slight uptick of +0.2 points, as in store declined by -2 points, from 93 per cent to 91 per cent.

Planned top up remains the top mission within convenience, accounting for 23 per cent of all trips. Newsagent missions increased by 2 points to 21 per cent, driven by older demographics becoming less risk-averse due to the rollout of booster vaccines.

The proportion of shoppers purchasing on impulse increased by 1 point, accounting for 56 per cent of purchases. ‘It was on promotion/special offer’ increased as a reason for impulse purchasing, with consumers eager to utilise promotions. Out of the top five categories bought on impulse, Chilled foods (including milk) saw the most substantial increase of one percentage point.

PMP purchasing increased to 48 per cent, driven by monetary concerns due to the price increases for fuel, food and electricity. Chilled Foods (including and excluding Milk) saw a 1 point increase, as more shoppers used the convenience channel for top up shops in the period.

“A real positive for UK convenience is the large increase in spend per trip and the increased frequency. The decrease in basket size indicates that either shoppers are opting for more premium products or prices have increased – we expect a combination of the two,” Katherine Prowse, senior insight manager at Lumina Intelligence, commented.

“Delivery continues to be an opportunity for retailers to widen their shopper catchment area, despite restrictions easing and great movement of people. More convenience stores are working with the likes of Deliveroo and Uber Eats, as well as start-ups including Snappy Shopper and Getir to boost their delivery offerings.”