More than 78% of shoppers expect to visit their local convenience store more frequently over the festive period, according to new research from Heineken UK.
The research shows that convenience will drive three-quarters of beer drinkers and over two-thirds of cider drinkers into c-stores this festive season, with 90% on the lookout for two-for-one and BOGOF deals to help maximise their spending.
More than 70% of consumers are expected to buy more premium products as they seek to treat themselves, the research shows. However, shoppers are also on the lookout for deals this year, with 41% saying too high a price point would be a barrier to purchase.
Alexander Wilson, Category & Commercial Strategy Director – Off Trade at Heineken UK, said: “This Christmas, retailers can also expect additional trade from sport fans. Of those who intend to watch live sports on TV this winter, 74% say they’re likely to visit their local convenience store more often.
“There is also an opportunity for retailers to benefit from shoppers trading-up as 80% say they’ll look for more premium options when sports games are on. Heineken, Birra Moretti and Heineken Silver are a must-stock for this opportunity.”
In addition, the research asked consumers about their spending habits during sports matches this winter, and reveals:
- 65% of convenience shoppers plan on watching live sports on TV this winter.
- 74% of convenience shoppers will maybe, or definitely, visit their local convenience store more often when there is a sports game on.
- Over a third of convenience shoppers are looking to purchase more premium options as a treat when watching sports this winter.
