Supermarkets are turning to buy-one-get-two-free deals in a bid to lure shoppers from their rivals.
A report by trade magazine The Grocer shows that the number of so-called Bogtf deals offered by the UK’s major grocery retailers has soared by a staggering 266 per cent in the past year, from 36 to 132.
“These deals have increased phenomenally over the past two years,” said Kay Staniland, director of promotion analyst Assosia. “This offer could work extremely well in categories where products can be stored for future use.”
Aidan Bocci, chief executive of industry consultants Commercial Advantage, told The Grocer that the expected the use of Bogtf deals to increase further next year.
He said: “There was a brief respite in the past six months where consumers felt a bit more stability. But with the public sector job cuts and next year’s VAT rise, people are now realising this is going to be a five-year struggle.”
According to the report, the number of ‘better than half price’ deals available at Tesco, Asda, Sainsburys and Morrisons has also increased over the last twelve months, from 2,132 to 2,374.