Asda and Tesco kick off Christmas supermarket price war
Asda relaunches its Price Guarantee as Tesco extends its Big Price Drop to another 1,000 items.
Asda is relaunching its Price Guarantee as the Christmas supermarket price war starts to heat up.
This follows on from Tesco announcing its Big Price Drop is to be extended to a further 1,000 products across its stores. These include meat, fruit, vegetables, cheese and milk as well as festive purchases such as Christmas plates and napkins.
Tesco is also offering six months' interest-free credit for the first time on electrical items such as TVs and iPods.
The supermarket giant came under fire following the initial launch of the Big Price Drop. Investigations claimed it put prices up and then reduced them in the space of a week in order to create the price drops.
How Asda's Price Guarantee works
Asda’s Price Guarantee offers £5 off your next shop of £40 or more. To earn this, you need to spend £40 or more in store and check your shopping against the competition on the Asda Price Guarantee website.
However, you must make sure that at least one item in your shopping basket is available at the other big supermarkets – Tesco, Sainsbury’s, Morrisons and Waitrose.
And if you find out your shopping could have been bought for less elsewhere, Asda will refund you 10% of the amount you spent. You must make your claim within 28 days of doing your shopping. The Price Guarantee is valid on purchases made up to and including 11 December and you need to have done your price check by 15 January. The £5 voucher must be redeemed by 15 January.
What Morrisons and Sainsbury's are doing
Morrisons has also announced that it will be making £100 million-worth of price cuts across its stores. And Sainsbury’s has its Brand Match promotion, where customers are offered the difference on branded goods if they could have bought them cheaper at Tesco or Asda.
Sainsbury’s has also slashed the price of games consoles by up to 25%.
The Office of National Statistics said the supermarket price war on food was one of the main reasons inflation fell in October.
More: This week's Frugal Food discount vouchers | Top 12 Christmas toys for less
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In my last shop at ASDA I spent just over £40 to qualify for the £5 off. Surprisingly, I also got a £1.90 voucher (because my shop apparently wasn't 10% cheaper than the others) which I understand I can use with £5 off. I also pay for my shopping with a Gift card which I load through a reward scheme from my work, which gives me an additional 5% off what I pay. I reckon I'll be in for 20% off my next shop. And here's the interesting thing which I don't understand. I shop at the low end of the spectrum (Value/Smart Price) and true value special offers, ASDA is normally the cheapest store for the low end stuff. I'm not feeling sorry for them but am struggling to understand how they make much money out of me. (I'm sure they do!, but just struggling to see how).
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ASDA may make it sound good but how many shoppers, in the madness of approaching Christmas, will take the time to do all the investigating necessary to get these few quid back?
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The answer is really in the hands of the shopper. Don't use the main supermarkets. There are plenty of other sources of fresh British produce. Every town now has a farmers' market - meat may be a bit more expensive but it is always, always, of better quality than the supermarket stuff. Aldi, around this area (Essex) sources most of its veg from Lincolnshire and it is also a lot cheaper than the main supermarkets and always fresh - they run out every afternoon and restock at night. We shopped in Morrison's for a couple of weeks and I was horrified at the prices. Some of the things were double the price of Aldi. Incidentally, the same reasoning goes for the newspapers; we hear about the horrific stories of press law-breaking and the way they treat the people they are "researching" - everyone should just stop buying the papers for a month. They will have to wake up to public opinion then. Like them, the main supermarkets will continue to maltreat their suppliers and customers while you all keep buying from them.
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30 November 2011