Average convenience spend down, says Lumina

Shopper shopping

The average weekly value of convenience store shoppers decreased by 25% in May, according to the latest data from the Lumina Intelligence Convenience Tracking Programme.

Despite a stable visit frequency (2.6 visits per week), shopper value decreased as average spend fell from £29.09 in April to £21.68. May’s decline was driven by a drop in basket size, which fell by 0.6 items per trip, as the proportion of shoppers on a planned top-up mission declined by 6.6% to 22.6% and those on a food-to-go mission increased by 2.4% to 15.0%.

As restrictions continue to ease, a 1.7% increase in the proportion of shoppers using a delivery service indicates that the shift towards home delivery is permanent and not just a lockdown phenomenon.

Senior Insight Manager at Lumina Intelligence Katherine Prowse said greater freedom of movement has caused a shift to more transient, on-the-go shopper trends.

She commented: “Food-to-go has grown its share of missions, with these lower ticket missions impacting spend, despite visit frequency remaining consistent.”

STG July 2021