Shoppers hit in the pocket as stores cut back on discounts

♦ Shoppers are saving nearly a fifth less on special offers as supermarkets cut back on discounts instead of putting prices up, research shows.

Shoppers partial to straying from their shopping list and buying treats in store are worst hit by the trend, as retailers are pulling offers on wine, chocolates and other “end of aisle” items, according to the study conducted by IRI, the consumer analyst.

Researchers said large suppliers are using Brexit as an excuse to raise prices because of the falling value of the pound against the euro. But instead of directly raising prices, they are choosing to reduce discounts.

According to IRI, the amount saved by shoppers, had they bought a product at full price fell to just 11.1per cent by April this year. This is down from 13.9 per cent, representing a potential loss of £3.7billion in deal savings over the period.

The average number of grocery lines on promotion this year has declined by 13 per cent, resulting in an 18 per cent fall in consumer savings via promotions compared to 2016.