Asda hit as bargain hunters play waiting game
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.
Advertisement
Hide AdAdvertisement
Hide AdAsda 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.
Advertisement
Hide AdAdvertisement
Hide AdThe 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.”