Shoppers are increasingly ditching loyalty in favour of promotional offers when doing their festive grocery shopping, a new study has found.

Only 16% of consumers said they would not shop away from their main supermarket this festive season, down from 21% last year, the study of more than 2,0000 shoppers by Gfk Nop, on behalf of voucher services provider Valassis, revealed.

Nearly half (46%) of shoppers said they were spending more time seeking out promotions to help them keep within their budget, up from 42% in 2016.

The survey also showed that two-for-one offers are the most popular promotion, with 48% of consumers stating these would entice them to shop away from their main supermarket over the festive season, an increase from 43% last year. 

These offers are closely followed by Everyday Low Prices (EDLPs) which tempt 43% of shoppers and coupons and vouchers which are favoured by 42%. 

In addition, nearly half of shoppers (48%) said that relevant product coupons swayed their decision on the brand they bought and 44% said they actively sought out coupons and vouchers before doing a supermarket shop. 

Self-checkouts are also continuing to increase in popularity as a result of the rise in top-up shopping trips, with 40% of shoppers saying they often or always used them, up from 26% in 2016.

Valassis’ managing director Charles D’Oyly said: “With the array of supermarkets being within easy reach of most shoppers, it has never been easier to cherry-pick the best deals.

“Perhaps the financial crisis of 2007 created a permanently more promotionally savvy shopper. Our research suggests, more than ever before, that deep discounters, two for ones, vouchers and coupons have the strongest influence over the festive food shopping contest this year.”