Back to the 70s as Morrisons sees shoppers grow nostalgic

MORRISONS said a third of its customers will dip into savings to pay for Christmas this year and predicted a frugal festive season with shoppers returning to 1970s austerity favourites such as prawn cocktail and avocado and Old Spice aftershave.

The Bradford-based group said that unlike previous years when customers splashed out on new treats, people will play it safe this year and not take chances on products they are unfamiliar with.

“Customers will de-risk this Christmas,” said chief executive Dalton Philips.

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“This is not the time to take a chance on buying something you’re not familiar with.”

He added there will be a big focus on value.

“The consumer is feeling really bruised at the moment,” said Mr Philips.

“It’s tough out there. Prices are rising and household incomes are under pressure. This Christmas will be tough, but we’re well prepared.

“A third of our customers have no disposable income at the end of the month. They are really seeking out value.”

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Morrisons’ latest research shows that while a third of customers will dip into savings to pay for Christmas, only a tenth will use their credit card as people adopt a more responsible attitude to their finances.

As customers stick to old favourites such as prawn cocktail and avocado, Morrisons is trying to remove any risk by vacuum packing the avocados.

“There are a lot of risks associated with avocados,” said Morrisons’ group commercial director Richard Hodgson.

“You buy one for Christmas and it’s often hard or it goes brown. We’ve gone to the source in Peru, taken them off the tree, stoned and peeled them and packed them so they will be perfectly alright for seven months. We’re not going upmarket, we’re not going all posh.

“We are selling avocados at prices everyone can afford.”

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Mr Philips said that another popular 1970s favourite is making a comeback – Old Spice aftershave.

“Customers are going back to the 1970s, to the austerity measures we saw then,” he said. “Popular Christmas gifts include good old favourites such as Old Spice, made famous by Henry Cooper, and other traditional favourites such as a jar of marmite with a marmite egg cup and a bottle of Guinness with a pint glass.”

Mr Harrison added that brawn – different cuts of meat in a jelly – is also making a comeback as customers return to post war austerity meat cuts.

“When times are tough it’s human nature to return to what you know and love, which is why we’re concentrating on getting the essentials right,” said Mr Philips.

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Over 400 new own brand products are being launched and many will reflect the trend towards nostalgic food.

Morrisons’ executive chef Neil Nugent and his team have chosen ingredients which keep costs down and make use of Morrisons’ in-house butchers, bakers and fishmongers.

The new launches include game pie, which uses leftovers from duck, venison and pheasant to ensure that it stays affordable.

It is also launching ‘crackling turkey’, which covers the turkey with crackling and loin of pork. Pork falls in price during the festive period and provides much needed succulence to the turkey.

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Another dish that is proving popular is Christmas cake alternative stollen, which beat all rivals including Harrods in Delicious magazine’s taste test. Morrisons’ stollen costs £1.69 while Harrods’ stollen retails at £9.95.

Half of Morrisons’ stores will open between 7am and 11pm throughout December, apart from Sundays and Christmas Eve.

Morrisons has taken the decision to stay closed on Boxing Day, making it the only major retailer apart from John Lewis to stay closed on December 26.

“We believe it’s right for colleagues,” said Mark Harrison, Morrisons’ retail director. “They really appreciate it.”

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Morrisons sources and processes most of the fresh food that it sells though its own manufacturing facilities, giving it close control over provenance.

It only sells 100 per cent British fresh beef, lamb, pork and poultry and claims to have more people preparing more food in store than any other retailer including butchers, bakers and fishmon- gers.

The supermarket chain reported 11.5 million customers a week.

£100m in price cuts

MORRISONS is to cut prices by £100m this Christmas as it gears up for one of the toughest Christmases on record.

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The Bradford-based chain said its expects 1.5 million customers to sign up for its ‘Collector Card’, which gives them £25 off their Christmas shop if they spend £40 or more in each of their six previous shops.

This year’s goal is up from 1.3 million shoppers last year and will account for about £37m of the investment.

The rest of the £100m will be spent on promotions and price cuts.