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Kiwi shoppers no longer believe supermarket ‘specials’

Seven out of 10 Kiwi consumers find supermarket “specials” promotions unattractive due to the excessive use of the phrase, according to a survey from Consumer NZ.  

“Retailers know shoppers are more likely to buy a product that’s marked at a ‘special’ price,” said Jon Duffy, CEO at Consumer NZ. “But with discounts so pervasive in supermarkets, many consumers are asking whether they’re getting a real deal.”

The survey found that more than 70 per cent of respondents agreed that specials had become so common they weren’t sure about their credibility. Meanwhile, 63 per cent of respondents said “special” deals are too confusing and they find it difficult to calculate the actual savings. 

Other problems related to “specials” include advertised specials being out of stock or being charged more at the checkout. In addition, Kiwi consumers are also concerned that they’re missing out getting an advertised special price or even being charged at a higher price if they do not have loyalty cards. 

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