Asda hit as bargain hunters play waiting game

SUPERMARKET giant Asda said sales are as much as six per cent behind where they were this time last year, as cash-strapped shoppers hold off buying for Christmas in the hope that prices will come down over the next fortnight.
Checkouts at AsdaCheckouts at Asda
Checkouts at Asda

The Leeds-based retail chain said Christmas is “later than ever” as shoppers hold back in the hope of picking up a last-minute bargain.

Asda’s marketing director, Steve Smith, said the group’s sales are two to six per cent behind where at this point in 2012.

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Asda has a system that measures customers’ intention to purchase against completion of the purchase.

As of yesterday, 35 per cent of the supermarket’s customers who intend to buy Christmas trees and decorations had made their purchase, up from 20 per cent this time last week.

Gifts for children are seen as a key area that cannot be left to chance and 60 per cent of purchases have been made.

This compares with 53 per cent completion of gifts for adults, showing that parents are happy to take more risks when buying for adults.

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The lowest area of completion is food, with just 17 to 20 per cent of shopping completed, but this is expected to pick up over the next week as festive produce with sell- by dates in 2014 hit the stores.

“Customers are hoping for price cuts,” said Mr Smith. “There is all to play for this Christmas. We have a constant flow of good deals, which started on Black Friday.”

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