“… shopping has become more like a game of Sudoku... I have to try to get things to added up in different directions like price and value… it all has to balance with my budget ...”
Economising tactics are becoming accepted as normal shopping behaviour and habits. The basic motivational responses to coping with the 'financial squeeze' can be summarised as; restricting, recycling and rewarding.
Reward - Schizophrenic Shopping
Visiting a 'discount' store to hunt out bargains before reverting back to their 'regular' supermarket for the rest of the 'usual' shopping:
"... Aldi for the pleasure of finding bargains and little treats and Tesco for everything else..."
Danger is the rewarding shopping and 'retail hero' is becoming the discount store.
Recycle - Promotional Partnerships
Hunting for promotional offers with friends and trading or 'dividing up the loot' later:
"... we go shopping together...it's more fun hunting out the deals and sharing the offers as you don't need 3 packets of whatever..."
Recycling and a reverse exploitation of retailers by buying teams of consumers.
Restrict - Disciplined Shopping
Foraging for meals in their cupboards and freezers not supermarket shelve:
"... I'd pop into the supermarket on my way home to get inspired for the night's meal...now I check and plan the evening before and only buy what I need..."
Impulses now have to be checked and restricted, ethos of eating up and minimising waste.
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