Boots has pledged to offer the “most affordable Christmas ever” after research found that two-thirds of shoppers are looking to cut back on buying presents this year.
Amid the worsening cost-of-living crisis, the health & beauty chain is introducing a programme of deals and a wide range of gifts for every budget. Over 50% of its gifting range is priced at £10 or under and over 70% at £15 or under.
Boots will be running its Star Gift programme, 3 for 2 gifting promotion, and offering discounts via its Price Advantage scheme.
The retailer has also added 26 new brands to its gifting range this year, including Giorgio Armani, Sol de Janeiro, Elemis, REN, Cai & Jo, Elixir and Sterling Goods. The range includes food treats by John Whaite, Tom Kerridge’s Shoreditch Kitchen, and Philip Schofield.
“We are delighted to have added some of the biggest and best brands to our line-up for Christmas this year, creating an unmissable range that we know our customers will love,” said James Hollinghead, General Merchandising Director at Boots.
“We’re also aware that many customers will be looking to shop smarter this Christmas and will be seeking out brands that offer amazing quality at lower prices. This Christmas will be our most affordable ever at Boots, with extensive promotions including our biggest ever Black Friday, as well as gifts priced from as little as £2.50, perfect for stocking fillers”.
Last month, Boots unveiled a new 60-strong budget range to attract squeezed consumers. The ‘Everyday’ own brand features toiletries, dental, skincare, haircare and period products, with prices starting from just 50p, up to £1.50.
NAM Implications:
- As the pool (of giving) shrinks…
- …important that suppliers access/piggyback this Boots initiative.
- Especially low-price items that may not justify individual promotion…
