It was the most successful supermarket promotion Australia has ever seen – and now it’s back just in time for Christmas.
That’s right, Coles Little Shop is back in business with a handful of festive favourites to collect, including a miniature packet of mince pies and a pavlova slab.
The mini collectables will once again be handed out to shoppers for every $30 spent on groceries in-store or online.
The original Little Shop promotion ran between July and September, with 30 miniature grocery items to collect, including Weet-Bix, Milo, Vegemite, Nutella, Tim-Tams and even Colgate toothpaste, Dettol soap, and Finish dishwashing tablets.
The promotion was widely heralded as the greatest of its kind, with Coles reporting an upturn in sales and fierce rival Woolworths noting it as a reason for its disappointing financial results at the time.
Woolies has responded with its own mini collectables promotion in the lead-up to Christmas, with 12 buildable cardboard characters up for grabs for every $30 spent on eligible purchases in-store or online.
But the return of Coles Little Shop has really got supermarket shoppers excited again, with the bonus five Coles-branded Christmas minis accompanied by a new collector’s stocking, priced at $4.
“We were blown away with customer feedback to Little Shop when it launched in July this year so we wanted to bring customers a little extra as a surprise this Christmas,” a Coles spokesperson told Canstar Blue.
In addition to mince pies and a pavlova slab, the latest set features Christmas crackers, a gingerbread biscuit and a tub of gingerbread ice-cream.
The Christmas Little Shop runs from December 7 until December 24, or while stocks last.
— 7 News Brisbane (@7NewsBrisbane) November 26, 2018
The power of promotions
It’s no surprise that Coles has opened the doors to its hugely successful Little Shop campaign again just in time for Christmas, given the results of recent Canstar Blue research into supermarket shopping habits and loyalty.
Canstar Blue surveyed just over 3,000 Australian adults to find out what influence – if any – supermarket promotions like Coles Little Shop can have on shoppers.
When asked if such promotions sway them to spend more at the supermarket than they otherwise would, one in five survey respondents (21%) said that is the case for them.
A similar number (22%) agreed that these kinds of promotions influence where they do their shopping in the first place.
The survey, conducted in August 2018, found that consumers aged 18-29 are most likely to be influenced by promotions such as Coles Little Shop. Almost two in five respondents in this age group (38%) said such promotions sway them to spend more, with the same number likely to choose where they shop as a result.
Generally, the older consumers get, the less interest there is. The survey found little difference between men and women.
Across the states, shoppers in New South Wales were found to be most likely to spend more because of promotions (24%), as well as choose where they shop as a result (25%). However, these numbers remain generally in line with most other states. The exception was Queensland where just 16% said they are swayed to spend more because of in-store promotions and 19% are influenced in where to shop because of them.