Nowadays you can find great discounts in the supermarket just before and during the holidays. This hasn’t always been the case: only a few years ago we would have told you it was advisable to look for promotions on wines or luxury products for Christmas and New Year's throughout the year. Luc Ardies of Buurtsuper.be explains why and what to look out for when shopping for the end-of-year festivities.
If you are a conscious consumer, it can be a challenge deciding when to stock up on certain products in advance. That can help to cut the bills and still celebrate Christmas and ring in the New Year in style without crashing the bank. A lot of retail chains stage wine festivals with great discounts during the autumn. This advice may come too late for this year, but it’s always good to bear it in mind for next year if you want to cut down on the pennies. You might decide to buy certain foods and drinks with a longer shelf life in advance when you see they are in promotion. Fortunately, this stockpiling ahead of the day is looking increasingly less necessary, as attractive discounts are also on offer in December.
Heavy competition has triggered a change
Until only a few years ago, you would routinely see fewer promotions during the end-of-year period than now. That was because certain products sell well in the run-up to Christmas and New Year anyway. Today, however, intense competition between the various supermarket chains is challenging this law of supply and demand. Usually the more people that want to buy a product, the higher the price retailers can demand, but given intense competition this is no longer always the case.
Densest supermarket network in Europe
"Nowhere in Europe are there more supermarkets per number of inhabitants than in Belgium," explains Luc Ardies of Buurtsuper.be. Buurtsuper is an organisation linked to UNIZO that groups small and medium-sized retailers. It represents specialist shops and independent supermarkets.
"Even during the holiday season, you will now find new promotional deals to lure customers. Chains sometimes even prefer to make a loss rather than see customers move to competitors. Since the majority of independent supermarkets are franchisees of major chain, they too can offer interesting deals too."
“'What about the traditional wine festivals that supermarkets organise a few months ahead of the end-of-year period?' I hear you asking. "You used to have to be smart during these festivals and make your move then, but if I am to believe the advertising leaflets and radio spots now, this is no longer necessary. I saw a well-known champagne brand on a BOGOF promotion this week. With some planning in advance, you used to be able to buy products like wines and foie gras at attractive prices, but this is now really no longer necessary."
Last-minute shops can pays off
Even on Christmas Eve and New Year’s Eve many supermarkets are still offering products at a discount. Often, it’s fresh produce. It can pay off to try to make your move at moments like that. Of course, you will have to accept that choice is then more limited. "Days like that are the busiest times in the shops anyway. If you are willing to accept the crush, it’s certainly a good strategy. Certain products have to be sold because they are near their best before date or are no longer in demand," says Luc Ardies.
If you care less about the exact date when you celebrate the holidays, bargains are certainly to be had: "After the holidays, a lot of luxury products from the Christmas range are often sold at discount prices. Turkey after Christmas anyone? If you’re up for it, you can still make great deals”.