‘Remainers’ shop at Co-op and ‘Leavers’ at discounters, Valassis Brexit study shows

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The EU referendum votes of some supermarket shoppers have been revealed, along with their festive shopping behaviour, in a survey conducted by Valassis Limited, the UK’s largest coupon and voucher services provider.

Over half of Co-op shoppers (56%) voted to Remain, compared with 42% of Aldi shoppers and 45 per cent of those who shop at Lidl as their main supermarket.

The survey of 2,000 UK shoppers by Valassis also sheds light on how Christmas shopping habits can vary depending on political preference. Nearly half (47%) of Remain voters confirm that they tend to splash out more on luxury branded goods at this time of year. This compares to 39% of Leave voters.

Shoppers who voted to leave Europe are less likely to shop online, with just 24% stating that they shop online during the festive season. This compares with 34% of Remain voters.

Shoppers’ preferred promotional mechanics also vary – only 19% of Leave voters will use mobile coupons, compared to 31% of Remain voters. Leave voters are also less likely to use their phone to access special offers, with only 15% turning to digital promotions, compared to 25% of Remain voters.

Overall, coupons and vouchers are now favoured by 42% of all shoppers surveyed, compared to 38% three years ago; and loyalty points are favoured by 43% of Tesco and Sainsbury’s shoppers, compared to 38% in 2013.

In today’s increasingly digital age, paper coupons are still a favourite with most shoppers, although younger shoppers are more likely to embrace technological advances – nearly half of 25-34 year olds (48% are highly likely to use a mobile coupon.

For marketers of brands and retail outlets, offering a choice of promotional formats ensures the broadest audience reach across demographics, no matter of one’s political preferences.

These findings are based on an online survey of 2,000 nationally representative adults, conducted by GfK NOP from 4 to 7 November 2016 on behalf of Valassis Limited.