consumption
Rosh Hashanah: Where can we find the cheapest shopping basket for the holiday?
The Tishrei holidays are upon us and the marketing chains are trying in every way to win our hearts and our pockets with promotions and benefits that will lead us to do our holiday shopping with them.
What are the considerations that lead us in the selection and the survey: Where will we find the cheapest Rosh Hashanah basket?
Dr. Hezi Gur Mizrahi
09/18/2022
Sunday, September 18, 2022, 09:14 Updated: 13:33
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Where will we do the holiday shopping?
It turns out that not only the price matters (Photo: ShutterStock)
Rosh Hashanah is approaching, the first of the Tishrei holidays - and with it the advertisements for the holiday are increasing: all the retail chains are trying to convince us that theirs is the cheapest, the most profitable and the most festive.
Despite the attempts at persuasion, it turns out that it is very difficult to get us to switch from network to network, even if it is right across the road.
Here is a small-big consumer paradox: although in public opinion polls price is the winning parameter in considering where to shop for the holiday, in our general set of considerations, there are other sections on which we make the decision: the shopping experience, accessibility and service.
And there is another elusive parameter: loyalty.
We like to complain about the cost of living, but almost always the complaints are focused on the importer and the manufacturer, while the retail chain is mostly loyal.
In other words: it is very difficult to get us to abandon our shopping cart in a certain network and switch to competitors, even if they present a slightly cheaper seconds basket.
Another significant element in shopping for the holiday is the issue of vouchers and vouchers that can also be redeemed in the supermarket: a large part of us tend to redeem them in the big purchase before the holiday and the chain where the vouchers we received from the workplace can be redeemed will inevitably have an advantage over its competitors, even before we get to the price section.
The components of the shopping basket for Rosh Hashanah (Photo: Daniel Malachovski)
In preparation for the holiday, we examined a basket with 70 items that are common in shopping on the eve of the holiday: fresh vegetables and fruits, chicken and fresh meat, soft drinks, wines and musts, classic holiday products such as apples, honey and a variety of common products from the shopping basket.
The basket was tested in the 13 leading marketing chains, nationwide, including chains from the ultra-Orthodox and Arab sectors, as well as two non-kosher chains that gained traction among a relatively wide audience.
Despite the myth according to which the marketing chains raise the prices for the holidays - and before they came out with promotions, when compared to the price of the basket in the month of August, we noticed a reduction of the basket by a national average of 2.78%.
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Ranking of the 9 general networks for Rosh Hashanah (photo: Daniel Malachovsky)
The Victory chain presents the most significant discount
at a rate of 5.40% and jumped to second place in the table,
Shufersal Deal discounted the basket by 4.94% and Osher up to 3.60%
, a discount that places it in third place in the table.
The cheapest chain is Rami Levy with a basket of NIS 1,038.29 for
holiday shopping.
The gap between the cheapest and the most expensive basket in the general sector is NIS 198.80, which is 19.10% on the same basket, in a comparison of Rami Levy against the Freshmarket chain with a basket costing NIS 1,236.99.
The cheapest chain in the ultra-orthodox sector is Osher
ad, where the basket will cost NIS 1,080.41.
The gap between the cheapest and the most expensive basket in the ultra-Orthodox sector is NIS 145.49, which is 13.50% on the same basket, compared to Osher Dat against the Ma'ayan 2000 network with a basket costing NIS 1,225.90.
The writer is the CEO of the Retail Research Institute
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